Although there is no doubt that the internet has fundamentally altered countless facets of the world economy, the extent of its impact and the nature of its sway over markets is still a matter of debate. The question is not merely academic, as developing a precise understanding of the level of influence the internet wields over consumers will surely guide future marketing decisions made by businesses across all industries.
Classifying the Power the Web Wields Over Markets
Obviously, there is already substantial evidence supporting the notion that the web has a powerful effect on consumers all over the world: A recent study from Google revealed that 97 percent of consumers turn to the internet when searching for a local business. The same study showed that 73 percent of mobile users took additional action following the initial search, thereby leading to an impressive conversion rate.
The numbers undeniably demonstrate that the future of consumer activity will revolve around the internet in some significant way, shape, or form. There is little evidence that the internet, at least in and of itself, is capable of captivating consumers in a way that leads to quick conversions. A strong online presence, when combined with unique and creative marketing strategies, is required to drive consumer interest and relies on the internet as a vehicle for communication and connection.
Captivating Consumers With the “Power of Presence”
Business owners are surely aware of the need to cultivate an online presence in order to compete in today’s marketplace, particularly since 97 percent of all consumers look to the web when searching for a local business. While just about every business owner understands the importance of creating an online presence, it seems that very few understand what it means to create a strong, powerful online presence capable of truly capturing the interest of potential consumers.
It wouldn’t be a stretch to say that most consumers are unable to differentiate between a minor web presence and no web presence at all. Consumers find it frustrating when an internet search reveals only the most basic of business information — perhaps an address, daily hours of operation, and not much else — and this frustration has such an impact that consumers tend to react as if the search yielded no information at all. It is for this reason that business owners must understand the need to cultivate a powerful online presence that captivates consumers and naturally inspires a positive response.
There is simply no debating the fact that the internet has permanently altered the world of commerce, and few would argue against the idea that the future of commerce is inexorably linked to the web. Even so, businesses ought to recognize that the internet is merely a vehicle — an undoubtedly impressive vehicle, of course — and a strong online presence bolstered by inventive marketing strategies remains a necessary component for ensuring sustained success.
About Reed Gusmus
Reed Gusmus, the director of marketing at QASymphony, is an innovative, metrics-driven marketing leader known for his extensive expertise in lead/demand generation and analytics.