Written by Davin Broadbent

As you can see from the graph above, Internet use is growing and unsurprisingly more people are using portable technology to access the net. Now, unless you live in a cave on an island, this is probably not news. For those of you who do live in caves and are still waiting for your DSL hook up, give me a call, there have also been some amazing innovations in the area of fire that I’d love to discuss.  Now that we have that out of the way, let’s move on to something a little more relevant.

It is still amazing to me that in 2011 organisations are still trying to define the internet in relation to their business.

Is it a Marketing Tool, an advertising platform, communications technology, a sales tool, a branding opportunity or the platform for my new business? In truth it is all and none of these things. The internet represents opportunity certainly, but it is still really only a tool and tools are only as useful as the people that use them. Some businesses rush to become early adaptors and make mistakes, others hire consultants who make mistakes for them, some more cautious businesses chose to do nothing and are left behind while the clever among us form strategies that shape the way we approach the internet in terms of marketing, branding, communication, sales and advertising.

As our understanding of the technology grows, new opportunities arise and many find it necessary to “live” in the space in order to be the first to understand which opportunities (if any) that the internet represents for their business. This means social media, blogging, constant tracking of trends, an exhausting amount of lol cats and double rainbows with not much in the way of actual work being done.

From a user’s point of view (refer to the graph), the internet is a resource for knowledge and information, a source of entertainment and escape. The convenience of mobile has taken instant gratification to new levels now that there is an “app” for everything, content is still king, but it better be configured for mobile platforms.

So what do we do as a business in relation to the internet? What is the best way for us to use this space to our advantage without wasting time and money?

Do you tweet?

Make a youtube video in the hope it goes “viral”

Concentrate on Facebook, and offer your “fans” competitions & promotions or take advantage of their demographically driven ad serving.

Blog about relevant industry developments

Look at maximising your website for content/Search Engine optimisation so you rank higher on Google.

Spend your budget on PPC (pay per click) advertising.

Well, there is obviously no magic pill or formula, no matter how many Nigerians try to convince you otherwise but there are ten simple questions that will help you determine your needs in relation to the web.

1) What are you trying to achieve? (sales, growth, brand recognition etc)

2) Who will manage this?

3) What are the projected benefits?

4) Can this be achieved via traditional media and if so, at what cost?

5) What are the alternatives?

6) What are the possible unintended consequences? (the internet never forgets)

7) Will our existing technology/infrastructure support this?

What will this cost in both time and money?

9) Does this conform to our existing mission statement/business plan or is this a new business opportunity?

10) How will we measure the outcomes?

As always, I will advise you to seek impartial advice from outside your business before deciding to proceed with any online strategy. There are a number of change management and business consultants that specialise in this area. Always do your research before hiring any consultant and try to ensure that their experience is relevant to your industry. If you have any further questions why not drop us a line at Beachside Creative www.beachside.net.au