Keep up or lose out
Keep up or lose out
by Dr Tony Berg
The Federation of Small Businesses recently revealed that barely half of their 200,000 small to medium-sized businesses have a website.
They went on to say that many of their members see the internet as of little or no consequence to their business.
Which is a shame, according to the Federation's IT chairman, Peter Scargill, who insists companies must "keep up or lose out".
This view of the internet as an afterthought must change as new technologies fundamentally alter consumer behaviour, according to the National Federation of Enterprise Agencies.
"Priorities will differ from business to business but the web will be integral to a business plan on some level, whether it forms part of your communications and marketing strategy, part of your supply or customer chain, or whether you use it to trade," says George Derbyshire, the group's chief executive.
"Communicating with potential influencers is important for every business, even if you are a local fish and chip shop".
The reason why so many companies are disappointed with their website's performance is that they have failed to maximise their potential, believes Mr Scargill. "A website is a passive device," he says. "Unless you have a well recognised brand name you need to have some way for people to find your site."
"If you haven't marketed your website properly, it's like taking a bunch of brochures, putting them in a cupboard and then wondering why sales aren't going up."
Business growth through the internet continues to outpace all other sectors.
In today's tough trading conditions don't lose out on the internet revolution.
Dr Tony Berg
Managing Director - Realnet Ltd
tonyberg@realnet.co.uk
Article originally published in Cambridge Network Connection magazine Issue 36, 03/12/2007.
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