Yes, the internet has changed everything, but it has brought its own problems. Some would say that the web is still in the formative stage - we're behind the United States in terms of universal acceptability. Sadly it has not yet removed the need for proven and traditional forms of marketing. Without wishing to appear a Luddite, it is important to understand that:
1. a website is not the answer to all our prayers and is no substitute for traditional forms of marketing;
2. with 80,000 new websites a day - remember we are talking about the world wide web - it is becoming increasingly difficult to get a good ranking on search engines, which is how more than 70 per cent of new visitors will try to find you. Anything beyond page two might as well not be there;
3. beyond the simplest of sites, it is almost a full-time job keeping the site up to date, interesting, neat and generating income with e-newsletters, offers etc;
4. while figures are hard to come by the generality seems to be that an efficient website may add between 5 and 10 per cent turnover if you're lucky. Some specialist sites of course derive a much higher proportion of sales direct from the web, but they are in the minority;
5. unless you intend to be an entirely on-line operation like Amazon, treat the web as another marketing medium to work alongside your leaflets, ads and PR.
Having pointed out some of the drawbacks, there are of course enormous potential advantages, particularly to small specialist and niche firms who no longer need expensive premises, export sales agents or people to man the phone 24 hours a day. ACNielsen estimates there are now 24.5 million home internet users in the United Kingdom, while in the world's top 10 industrialised countries (not including China or India) there are 328 million.
The runaway success of the web is of course eBay, with 250 million visitors a month. If the mighty Canon, to pick a name at random, can run an eBay shop to dispose of old stock and refurbished lines - on the same footing as the smallest lock-up garage - then the barriers really have come down. At the time of writing the Canon Outlet shop has shifted some 32,471 items, or to be more precise 32,471 customers have troubled to leave feedback, which is not the same thing at all. And with no middleman, at auction price and post paid by the buyer. Plus cash in advance: what an opportunity for us all.
But let's start at the beginning. Broadly speaking, the web is used for two reasons: free information, followed by purchasing. From the small firm's viewpoint it therefore makes sense to combine the two to ensure that web 'surfers' are attracted, retained and persuaded to buy.
While much of the web is run on a not-for-profit basis, let's assume you want a return on all your time and input. Companies with busy websites have learnt to develop a strong brand image with a community feel: visitors feel at home and wanted. The site is constantly changed with up-to-date news, comment and offers.
In the same way that Yellow Pages is difficult to beat for double glazing and kitchen installers, the web also works best for niche suppliers. The web has been described as the biggest library in the world but without an index. Try tapping in say builders Liverpool and Google produces 378,000 listings; “Builders Liverpool” reduces it to 371, but few trawl beyond 20 or the second page. “Sash windows Liverpool”, ie a specialism, now comes down to just four, a much more feasible proposition.
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07152010
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