How can the web give a company a competitive advantage? In today’s market the real question is ‘Can a company survive without a web presence’ and the answer to that question is usually no. The world has changed dramatically in the last 20 years and a web presence is now a necessity instead of a luxury. There are, of course, ways to turn that necessity into an advantage by really understanding the media market of today.
It is not enough for a company to have a web site. A company now must have a social media reach that targets its audience. With so many companies competing for younger markets without really understanding them, a smart company can leverage their social media presence into real money. All a company truly needs is to understand the power of the internet.
The first step in leveraging the internet for a competitive advantage is creating an identity in social media. This means having company accounts on Facebook, Twitter, Instagram, Google+, and Reddit. It also means having employees who not only maintain and interact on these various platforms, but scan other platforms for mentions of your company. This will create a real dialog with your customers and can easily help with customer retention as well as expanding the existing customer base.
For a smaller company that wishes to compete with larger companies, there are many ways of using the internet to advantage. One of the easiest and cost effective ways is by utilizing blogger networks. Many bloggers will, for a nominal fee or for free products, become brand ambassadors. This means that they will write about your product, advertise your product, host giveaways for your product, and offer discounts that will draw in new customers. All of this with very little effort on the company’s part.
Interactive phone and tablet applications and interactive logos give your customers a way to reach you without even needing their computer. A customer that just has to tap a key to access a...