Is your web site a marketing tactic or is it a business strategy?
Before you get concerned, it’s okay for your web site to be either one of these. Many businesses use their web site entirely as a marketing tactic; the same way they would use a television, magazine, or newspaper advertisement. Other companies have developed their web sites in a way that coincides with and even streamlines day-to-day business processes; thus making their web site a part of their business strategy - even providing a unique competitive advantage in some cases.
Business strategy is the long-term vision of an organization which defines a competitive advantage for the business through its utilization of resources and intellectual property to meet and exceed the needs of markets and stakeholder expectations.
Most businesses could exploit the benefits of the internet by employing tactical marketing practices along with on-line applications that have strategic value on web sites. People expect web sites to essentially be informational advertisements - web sites have become an acceptable form of marketing products and services. If you also use your web site to streamline your business process(es), your business, your customers, and your stakeholders benefit.
So, if your web site is being used as primarily a marketing tactic, you may have some potential to enhance your web site to provide a larger benefit for your company.
Let’s discuss how you currently use your web site and some ideas you have that might add some strategic value to web site. Just submit a comment to get the discussion rolling.
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Sunday, March 30, 2008
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