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The
Internet: Thoughts on the Current Status and Outlook
continued
. . .
However,
it is a good time to step back and reassess the role of the Internet, the
promise of e-information and e-commerce, the risks and rewards associated with
investing huge sums of money into this communication and commerce channel that
has promised to change the world!
Communication
channel? To me, the Internet, since the birth of the Worldwide Web several years
ago, has become the most innovative and most convenient way to communicate, to
research, to make the world and people everywhere easier to connect with, to
forge relationships with, and most importantly, to understand better.
This
new medium is a hybrid, a combination of distribution, information and
communication channel. Its very existence has challenged marketing,
communication and business experts into becoming more creative, entrepreneurial
and innovative. It has forced us to deal with an increasingly complex and
sophisticated business world.
But
on the other hand, the Internet is not a savior; it isn’t the solution in and
of itself. It is a powerful tool that can assist us in opening new vistas in
commerce, communication and relationship building.
Therein
lies the problem. As venture capitalists and other investors have dumped an
amazing amount of resources into this brave new world, they have at times
neglected to provide the business leadership and expertise that would confirm
that their dollars are being used as effectively as they could be.
The
age-old dilemma of lack of traditional business knowledge on the part of some of
these new firms and new technology experts has brought down the most promising
of some of these entrepreneurial visions.
Do
we give up? No. We go back to understanding that the Internet, specifically the
Worldwide Web, is a channel of communication and commerce that should be viewed
just that way.
When
it’s used as a targeted, selective, far-reaching way to distribute goods,
services or information, as well as a means to receive feedback, suggestions and
research, the Internet is most effective. It is not THE answer – it was never
meant to be that. It is ONE of the avenues used to achieve business success.
Whether
a company is a “dot.com” or a traditional company that also maintains an
Internet presence, the key is integrated online and traditional marketing.
Neither is the most important or effective. Both are key components to achieving
success.
So,
take a step back, assess the current situation and call in experts – experts
in the fields of business consulting, marketing – including public relations
and advertising, experts who fold the use of the Internet into their business
model and comfortably blend that with the other channels of distribution and
communication that are key to achieving success.
This
may sound simplistic or seem too obvious to be convincing. But how often
do we miss what’s right in front of us when we’re agonizing over business
crises?
The
Internet Revolution isn’t over. A battle or two may have been lost but the
promise of victory is still just over the horizon.
#
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Kelly L. Griffin
1/2/2001
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