Beyond The Technology And Down To the Bottom Line

The Internet should be a simple adjunct to your communication strategy.  Unfortunately, the "Web" has become a trap for many businesses.  The lack of plain language tied to specific business objectives leads many businesses into a costly process that results in a product from which the business derives little benefit.  What you pay is often a function of what you will afford rather than the value you will receive.

For most businesses, a website is simply an electronic business card.  Beyond this web presence, can the business use this medium to add value?  Each business must make this evaluation based on corporate objectives rather than the possibility of tapping elusive new markets.

The strength of the Internet is the ability to provide stakeholders instant access to information when they want it.  The challenge is to understand what information is of value and how to provide it in a timely, cost effective manner.  Product literature and price sheets are two common items that both salespersons and customers want.  Giving access to these via your website makes the information available instantaneously and at all times while reducing your cost of providing this information through mailing or faxing the documents.

To integrate this new medium into your existing communication strategy requires an understanding of your business, not Internet technology.  If you can benefit from using this business tool then what you want is to get the maximum benefit from what you invest.