 While the Internet ‘boom’ of the 1990’s made for interesting media, it ultimately had a minimal impact on the overall business world. A few companies hit it big, but the majority of 1990’s Web ventures went quickly by the wayside.
Today, the Internet is making a much more relevant and permanent mark on the business world. The Internet business model and the rules of the game have changed, but the potential gains for all companies are as large as they ever have been.
Interchanges CEO, Chris Patterson states, “Once we have done an extensive analysis for our clients, they are consistently impressed by the amount of opportunity available to them on the Internet.”
So who is banking on the Internet today? Today’s Internet crusaders are quite different from those we saw in the 1990’s. The constant among today’s Internet leaders is their diversity. They encompass every industry from manufacturing to real estate. They vary in size from 25 employees to thousands. Some have been around for 100 years, others only ten. Today’s Internet leaders are established companies with proven track records. These are companies who see the Internet as a means to increase market share by reaching potential clients in new ways.
On a daily basis, the Internet turns local providers into national brands and perennial giants into regional providers. The competition on the Internet is staggering. As such, there is a great divide between the companies who achieve meaningful results and all of the rest. On the Internet, 5% of companies achieve 95% of the returns.
So what separates the top 5% from the rest? Internet leaders understand that Internet marketing efforts are unlike any other promotional medium. Unlike yellow page ads and mail outs, the Internet is a fully functioning live business. When done correctly, effective Internet marketing requires the efforts of dozens of specialists. There is no half way on the Internet. Companies who attempt to do it half way strengthen their competitor’s position in the market by inviting other companies to take their market share. Simply hiring a graphic artist to create a ‘web site’ is like hiring a kindergarten student who just learned addition and subtraction to do your company’s accounting.
Effective Internet marketing requires knowledge of several disciplines. First and foremost, Internet marketing is not an art, it’s a science. It is based on an acute understanding of human behavior as it relates to web user behavior.
This includes knowledge of visual scanning, mouse and keyboard use, tolerance for uncertainty, mental and emotional reaction to visual cues including colors, fonts, picture, and movement, and much more.
Additionally, Internet marketing firms who consistently achieve profitable returns for clients also possess intricate knowledge of many technologies. This includes search engine optimization, capture tools, interactive functionalities, e-commerce processes, and programming. In the most competitive marketplace on earth, a knowledge and commitment to both the human and technological sides of the Internet marketing equation are essential to achieve the level of success that can catapult you to the top of your industry.
The most interesting thing about today’s Internet boom is the size of its shadow. Unlike the 90’s boom which was mostly funded by venture capital money, the current boom is fueled by real customers, real sales, and real money. As such, every company is forced to make a decision. No one is immune this time. The companies who most quickly embrace the Internet’s potential and take the steps to maximize their returns will sap revenue away from their competitors. Every industry will be affected. In many industries this shift is already occurring.
This is the true Internet boom. Will you be a player, or will you be left behind?
Interchanges.com has helped hundreds of companies increase revenue and achieve company objectives through Internet solutions. Interchanges can be reached by phone at 904-807-9211 or by email at info@Interchanges.com
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8833 Perimeter Park Blvd
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Jacksonville, Florida 32216
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