Internet Revolution

Marketing used to be one of the basic barriers to building a successful business. How much must be spent on advertising? How big does a sales force need to be? How could a small company with a global market hope to compete without "soldiers" in the field?

While having deeper pockets is still a huge advantage, the Internet has leveled the playing field in a fundamental way. Small businesses now compete with big competitors by launching complex, worldwide sales and marketing programs via the Web. Companies can easily monitor the effectiveness of a marketing concept by traffic to a Web site and even to the “hottest" link within the site.

Whether the company sells business to business, through distribution networks or direct to the consumer, customers can access product lines, pricing structures and other details. They conveniently compare prices and products and online forms facilitate faster information processing, instant credit verification, and even instant sales.

Look at how the Internet has taken an idea like an auction and opened it up to participants across the globe with eBay®. From travel arrangements and office supplies to pet food and cosmetics, the business world has become an online world. Of course, it doesn't stop with marketing and ordering.

When the Internet was first available to the public, it was used as a research tool by government and educational entities. Now, companies use the Internet for Web research and information sharing over company intranets, Web-based training, e-mails and e-newsletters to employees, and customers are creating a communications system that travels at light speed.

Paper memos no longer fly from office to office. A sales force can learn the intricacies of a new product without training sessions in a central location. Even the fax machine seems a relic from the past.

Companies also realize bottom line benefits. The Internet provides faster, easier communication to employees as well as shareholders, customers, vendors and business partners. This results in increased productivity as the Internet speeds up business. Businesses slash the cost of marketing tools, such as newsletters, when printing and mailing costs drop to zero. Travel costs for training, marketing, and promoting also can be pared to the bone—saving time and money.

Correlating important data, like who buys from you and when, has become easier and feedback is instantaneous. Businesses can literally be “open" all day, every day and time zones no longer pose a barrier to marketing and selling products and services. Almost all functions within a company are simplified with the Internet.

Can you imagine a business model without an Internet component? Even traditional brick and mortar businesses have realized the benefits of Internet marketing.

Just imagine what breakthroughs are still to come!

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