PREMISE
*
Internet usage is now a universal business necessity. As a result any
entity without a comprehensive internet plan is flying blind and
potentially losing value.
PURPOSES
* The Purposes for Internet usage have shifted / blurred / accelerated rapidly in the past several years
TARGETS
*
In the new reality of the ‘Net’, competition for discretionary time is a
constant. This calls for a well-planned overlay to all other forms of
endeavor and engagement.
* Methods are evolving too rapidly for previous rules to hold:
1. How often and in what ways are we and our clients using the ‘Net’?
2. How have we factored this into our Presentation of how we wish to be perceived?
3.
Who is advising us on which aspects of web usage? How often?
In what way? (Examples: Transactions / Interaction / Image)
4. How else might we make use of the ‘Net’ as a platform and tool on an ongoing basis?
MARKETING METHODS
A Web-based Plan should provide Direct Competition
for “Traditional” “Live” Marketing interactions / functions with set
“On-Line” standards and methods with EXAMPLES including (at a
minimum):
* BUSINESS MEETINGS
* TRAINING
* CALENDAR-BASED PERSONAL INTERCONNECTION
-For and between Individuals and Entities
-In Networks
As a result SOCIAL-INTERACTION MEDIA functions should be redefined simultaneously
* As a primary-direct marketing tool
* As marketing support to all other methods
Internet Usage is competing with Print / Broadcast (Both Open / Cable) and winning
* Connected to / in all print and packaging (all MUST have links embedded)
New methods are being developed / discovered daily
NEXT STEPS
1. Assess your Web Presence (more than just the look of your site) with “Two sets of eyes” at a minimum
2. Draft a Web Strategy Plan with ‘Targets’ for self, team and overall organization
3. Secure third-party assistance to comprehend and enhance you presence and use on a rolling basis
4. Implement and measure key elements
5. Re-assess / reset following a calendar sequence
NOTE: Do
NOT take ‘Net’ planning and implementation for granted. THIS APPLIES TO
BOTH ORGANIZATIONS AND INDIVIDUALS wishing to advance.
On our website is a more expansive version of this article, including an Opening Checklist click HERE.
