Internet spread causing rapid multi-channel growth

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By: Wise Marketer Staff |

Posted on March 8, 2007

In an increasingly connected and fast-moving business world, and with tech-savvy consumers on the rise, many companies need to carefully evaluate their online strategies and adopt a multi-channel approach across all business functions and processes, according to a report by Business Insights.

The report, entitled Future Online Strategies and Technologies', suggests that understanding the future of online channels is a prerequisite for any company that intends to compete effectively in today's technology-centric world.

Opportunities and pitfalls examined
The report was written to provide an analysis of the online strategies and technologies that companies can adopt to compete effectively in today's technologically-driven, dynamic environment. But it also highlights a number of pitfalls to avoid, and offers lessons learned from the industry to-date, gathered from the experiences of many leading companies.

Key findings
Among the key findings detailed in the report:

  • Increased access to and use of the internet is driving the growth of online channels, with the population of internet users expected to reach 1.35 billion in 2007.
  • There is an increasing shift toward using online channels to facilitate customer service. The low cost and immediate qualities that such channels offer can drive value both for companies, enabling them to offer superior service for the customer.
  • Web content management products can be used to deploy effective self-service initiatives for business partners, customers, and employees, using personalisation to help maintain an individual relationship.
  • Almost 54% of enterprises are currently using a web content management system, with a further 39% considering investing in a system in 6 to 24 months' time.
  • Blogging and the mobile communications channel can both have a significant impact on marketing strategies. However, both areas represent buzzwords: As with the internet in the late 1990s, many companies feel they must have a presence without having clearly thought out the business benefits.

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