For those business that still resist having an online presence, a recent study confirms that almost all consumers expect a company to have a Web presence whether the product or service is sold online or not.
The WPP GroupM study said: "We are absolutely certain that marketing must urgently harness interactive media and the behaviors it induces. ... Consumers expect every brand or service to present itself in some kind of online environment, and expect this presence to be of use or interest and to furnish a substantial or involving experience."
One of the four keys to success is the experience consumers have when they get t
o your Web site. You can't just slap it up and leave it on its own. It has to be a top priority.
This is becoming a global phenomenon as well. The study surveyed 30 countries; of those, half of them had about 50 percent or more of their population online. In the U.S. there is a 65 percent Internet penetration of the market.
Some of the people that tend to think they don't need a Web presence are local or regional businesses, and businesses that would make few if any sales online. That's a huge mistake.
Online marketing is far more than simply making sales, it's becoming a powerful branding medium which can provide a huge competitive advantage to those providing customers and visitors with a great experience.
If you own a business you must be online. Continue to ignore it to your peril.
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