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June 2002 Monthly Newsletter :: Anduro Marketing Does your company have an Internet Strategy? Are you clear about what you want to gain from the continued exponential growth in Internet use? If so, has your strategy changed and evolved as the technology and usage patterns change? If you cannot answers these questions with a definitive 'yes', then you are at risk of spending too much money, losing the opportunity to learn valuable lessons for the future and, quite frankly, getting left behind in your industry. Whether your business is in the retail, wholesale, manufacturing, or service sectors the strategic choices for the Internet are many. In his book E-Shock: the New Rules (Amacom, New York, 2001) Michael de Kare-Silver identifies several distinct strategies that can be adopted by businesses today. For retailers some of the choices include using the Internet for information only, as a separate distribution channel, as a separate business unit, switching to e-tailing only, or integrating with existing retail operations. See summary of book at: http://www.amazon.com For example, if you are a manufacturer you might also want to expand your export markets, by-pass difficult distributor relationships and go directly to the end user, or band together with manufacturers of complementary products to form a one-stop shop. Your choice will involve assessing things like how strong your brand is, do you have loyal distributors/customers, and is your corporate culture adaptable to change. Regardless of your strategic choice, your company website is your customer interface on the web. It needs to reflect your company's brand image, your values, your core competencies and your competitive advantage. Even if your strategic choice is to provide information only, it is relatively simple and inexpensive to incorporate these very important concepts into your corporate website. Then, as your strategies change and evolve, new functionality can be built in (e-commerce, database capability, interactivity) to capture your new strategic intent. The first step is to ask yourself do you have a clear strategic vision as to how the Internet is affecting your sector, industry and company. If not, Anduro Marketing has services to assist you to formulate your strategy. And if your company knows what it wants from the Internet, we can assist you with successful tactical implementation of that strategy. Written by Karen Csabay Other News Items: 1. Article on Anduro Marketing in Today's the Calgary Herald You may want to have a look in the Monday, June 3, 2002 issue of the Calgary Herald. Geoff Scotton who attended the InfoPort Breakfast has written an article in the Q&A section of e-Business (C2). Unfortunately, the article has not been published on-line. If you are interested, we can mail you a copy. 2. Presentation at InfoPort Jeff Nelson was invited to speak at the InfoPort Breakfast on May 23 sponsored by Calgary Technologies Inc. (www.calgarytechnologies.com). Copies of the presentation by Jeff and by 2 clients (www.sisystems.com and www.rightsmarket.com) who also presented are available online at: www.calgarytechnologies.com/info/breakfast_meets.html |
