That wouldn’t surprise me — I tend to see a lot of Web sites., and I’ve come to the conclusion that the vast majority of organizations in Canada have not taken the time at a senior level to clearly identify or articulate the business strategy or objectives for use of the Internet, nor have they fully articulated the purpose and content of such a World Wide Web site.
What’s missing? Simple, basic, business strategy! C’mon, people, you are brilliant in your day to day activities – you think strategically in everything you do! Why can you not do this with the Internet? Why can you not comprehend that it is simply a tool that requires some good, hard core, strategic thinking as to what you might hope to accomplish with it?
Companies must, before committing additional resources to their Internet activities, clearly and unequivocally outline the role that the Internet will play in the achievement of the business objectives in the short, medium and longer term, across a broad range of business needs. You must do this with an understanding that the Internet has quickly become a common means of accessing corporate information, whether it be public relations, investor relations, marketing, advertising, customer support or research information. It is also quickly emerging as a new form of electronic business, one that involves inter-organization queries, information processing, transactions involving “order entry” or commitment, and forms of electronic payment, through the linking of Web sites to back-room transactional systems.
The Internet is about much more than a simple Web site dedicated to delivery of a marketing message or an on-line sales site for selling shoes – indeed, it is quickly becoming the backbone to a new form of wired business and commerce as organizations, businesses and consumers learn to interact with each other electronically.
We are seeing all kinds of unique things happen in the areas of business-to-business, consumer-to-business, and industry-to-industry as people struggle to figure this thing out. It is so complex, diverse, and all-encompassing, that to offer a cookie-cutter approach to it is akin to coming up with a computer program that designs your next marketing campaign.
The rapid pace by which the Internet is evolving, and its emerging role in the business world, means that any company must spend the time to clearly define the strategic role of the Internet from many different perspectives in the short, medium and longer term, before it can identify how it might hope to use the network for various business purposes.
It is my belief that before committing additional technical resources to its Internet efforts, any company must first clearly articulate and define the strategic role of the Internet. And in order to properly develop such a strategy, executive management must understand the Internet from a strategic perspective, in order to best judge how this particular global phenomena will provide significant business opportunities for the organization today and in the future.
Padulo also notes in his comments in Profit that “the Web is cluttered with useless websites created by ‘propeller heads’ who haven’t got a clue about selling anything.” I might dare say that it’s also cluttered with useless websites created by advertising agencies that haven’t got a clue the unique business strategies that are emerging in this electronic age.
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Tags: business, Internet, phone cards