Who needs the Internet, anyway?

The fact is, all companies and organizations in business need to have a presence on the Internet.

The question is, "What is the best use of the Internet for your business?"

Arriving at the answer for your organization may take some thought and consideration. The Internet helps different firms in different ways, depending on several factors.

Some companies like Dell Computers have used the Internet as their almost-exclusive sales agent. For Dell’s business model, this works.

But is this strategy right for Nike? Most people want to "try on" clothing before they buy it, especially a product in which fit and comfort are critically important. And, with Nike being the importer and manufacturer, is it a good thing to sell against other retailers who carry your product? While they could undersell and over-service customers on the web, it might tend to cause Nike to lose retail, face-to-face, retail distribution and get stores to drop their line in favor of addedis.

However, in cases where a firm’s retail distribution is shrinking -- perhaps due to large, national "category killer" stores displacing the mom-and-pop retail shops or small chains -- shifting to direct marketing via the Internet may be a valuable consideration.

Best overall use

The best overall use of an Internet site is to provide information to customers and potential customers.

This concept of offering vital information is especially true for firms who sell goods or services which are, or are close to, being considered a commodity; a situation in which customers may think, "Oh, its all the same, only price matters."

Consider the one-time high-flyer PRICELINE.COM. When their customer got airline tickets from Priceline, they didn’t know the carrier, the time of day, or the connections. The president of Priceline was busy hanging out with Bill "Its good to be king" Shatner, and pontificating to the press how brands just don’t matter; the only thing that matters to consumers is price. The traveling public indicated it did matter to them when they had poor connections; and they didn’t like staying in a hotel far from their business or leisure activities -- just to save a few bucks.

This doesn’t mean a firm shouldn’t "sell" directly on their site -- but the site should offer content -- information, of true significance, especially that which site visitors may not find any other place.

Primary site pitfalls

The main problem with most sites is that they are focused on themselves, not on their customers.

• Problem #1: The information is typically presented from the company’s point of view. Go through a few sites and count the number of times you see the word "we" or "our" or "here". Look at the number of pictures of their plant, offices, or personnel.
  
  Solution: While writing from a "me" point of view may be all right for internal communications -- to the outside public -- it always seems to be boastful, pompous, and not very involving. Adopt a "you" orientation. Every "me" and "us" statement can be turned into a "you" benefit with a little work. Without "them" customer' there is no "us" to be in business.
  
  
• Problem #2: Products, services or information topics are arranged for the companys' convenience, not the customers'. When keeping track of inventory, manufacturing and distribution, it makes sense to organize data based on lines of goods or services. But this arrangement makes it more difficult for customers looking for information which will help them solve their particular problem; fulfilling their particular wants, needs and desires.
  
  Solution: Take a close look at "who buys what" from your firm. There is no formula for this, the "who buys what, and when" is different for each organization. As you examine your customers buying habits, a pattern will emerge. Organize your web site based on your customers buying patterns. When they buy one item, what else do they usually buy? What "goes with it"?
  
  
• Problem #3: Flash over substance. Flipping, spinning, dancing objects on the web page make it load more slowly, and typically detract from the message being presented. Web programmers like to make flashy graphics because its "fun" and "creative".
  
  Solution: Channel your web content creators' enthusiasm into finding ways to creatively involve visitors in your message. Good graphics are important, especially as our society becomes more functionally illiterate, and depend on graphic symbols for meaning instead of words. Balance words and pictures in your presentation.
  
  
• Problem #4: Mismatched messages between a firm’s Internet site and their other marketing communications.
  
  Solution: The best use of promotional funds is to create an integrated marketing communications program. That is, all of your advertising, promotion, publicity, and web-site content looks like it was made according to a plan. In marketing communications, "frequency of input" does improve the chances you’ll turn a "looker" into a "buyer". It takes several inputs of a unified message to trigger a person’s mind to make a buying decision. Make each impression count!

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