Online. It’s considered new media- exciting, mystifying, innovative- and yet a highly undervalued medium. Despite its comparative recency as a technological medium to reach an audience through, the internet has grounded itself as a persisting medium that can effectively provide innovative capabilities, as well as converging the domains of print, radio and television channels.

So why is the internet segregated to a separate ‘online strategy’, rather than assuming its well-deserved role within core business mix?

Online strategist, Laura Chisolm, claims that online strategy can yield considerable business success, but it is necessary to see a shift into the traditional sector of corporate strategy, rather than treating it as low-budget application (Marketing magazine: July).

Incorporating online initiatives into core business strategy is becoming increasingly important as the web evolves from an additional means of brand promotion, to a fully-functional medium from which to conduct business.

Successful companies are beginning to understand the power of online capabilities and are integrating an online presence with other traditional avenues in executing business strategy. Others that hope to employ the web as a cost-effective means, attributing it with less value, are unlikely to yield high levels of success.

Online business success is achievable and is an effective way of supporting organisational objectives- when adequately employed. A website should be considered from the customer perspective: in its ability to satisfy key customer needs. An intelligent website is capable of serving user needs without their leaving the website. When bill payment, bookings, product & service purchasing, feedback forms and company branding can be facilitated via a website alone, online success should never fall second to traditional strategy.

It is only when the true power of the online medium is understood across all sectors of a company, placing it within core business strategy, that it will succeed in delivering real business success.

Online: the beginning of a new tradition.

Alexandra Kenny, Marketing Coordinator