REVIEW OF INTERNET STRATEGY
strategy for businesses needs to be more than "to have a website".
Focus needs to be on what purpose the website has in the UK and
beyond, and how it should relate to any bricks and mortar business.
And what about the B2B (business to business) marketplace? The
means much more than having a web site.
The focus should be on how the strategy of your
business should be correctly applied on the internet. Your company
have an overall business strategy and, when this is clear, what
to do on the internet should integrate with that.
are using the internet in the right way. However there are many
businesses that are in fact ignoring the best integration options
or missing a major opportunity. One thing is sure - almost any business
will benefit from a short and cost effective review of this area
from a fresh pair of eyes.
OPTIONS ON THE WEB
strategy can be applied in a wide variety of ways on the internet.
For example, were a business to take an evolutionary approach to
developing on the internet then its path might look something
- To provide promotional information
- Promotional interaction with potential customers
- An online catalogue (but no facility for completing transactions
eg credit card processing)
- Completion of transactions
- Integration with offline systems
- Customer tracking and other CRM facilities
- e-Business integration with supplier/customer systems
The fact is that rarely
do businesses follow such a structured approach. Whether businesses
are on this path or not, they need to be considering other elements
- Customer and investor information (eg FAQs)
- Customer support - passive or interactive
- Information and useful advice
- Site search, site maps
- Security (including credit cards and beyond - different levels
of customer/employee access to otherwise unified information in
web sites and/or databases)
- Customer interactive elements (eg games, decision trees)
- Customer 'community' facilities
- Legally required content (privacy, accessibility)
If your business has a
clear strategy then the answer to what your business should be
doing will fall out of the strategy. The danger is that it is instead
driven by the latest trends
the technical expertise of in-house professionals.
HOW I CAN HELP
Whatever your existing
web presence, I can provide external help to put you on the right
course. I look closely at what your business strategy is and whether
it is being applied appropriately so that you are
getting the best out
of the internet. Once that clarity is there, I can look at what
have have in place already and make recommendations about where
you should be heading.
Internet presences can
all too often be dominated by design, marketing or IT perspectives.
I can take a rounded overview that understands all these elements
and brings a core financial and business understanding to bear that
will help you make the right decisions.
Much of the above applies
equally to intranets. Read more on how I can help you get more value
out of your intranet investment here.
For broader advice on marketing, business and financial strategy,
I can also draw on the resources of my association with Fairburn
Edser Smith to ensure that you have specialist help in these