Business Automation works with clients to develop Internet strategies and to implement those strategies with Internet-based communications and through the creation of a presence on the World Wide.
Business Automation follows a five-step approach to success on the Internet:
Examples of how companies have done this most successfully can be found in the "slides" for Brooks Hilliard's presentation, "The New Industrial Revolution: How the Internet is Changing the Foundations of Business"
The first step in putting together an Internet presence is to recognize that although most businesspeople tend to think of the 'net as primarily a marketing medium, it really has much greater potential. Because communications is the common basis for all Internet strategies, the Business Automation Internet services begin with a comprehensive "issues session" covering all the ways in which the client communicates with its customers, prospects, employees, stockholders and others.
With that perspective, Business Automation and the client develop and prioritize a set of Internet objectives for all of the following areas that are applicable:
and, of course
Priorities are crucial. Although
most executives tend to view the Web primarily as an advertising medium,
its greatest contribution -- particularly for companies that sell to other
businesses (as opposed to consumers) -- may be in reducing customer service
costs rather than in sales and marketing . . . and this is where they
should put their focus. Each situation is unique and Business Automation
works with businesses to find the most appropriate objectives to match
the Internet's capabilities with their needs.
Every good web presence has
its own style and personality. Although Business Automation does not do
graphic design, it does work with clients to adapt their corporate "personality"
to a format that will work well on the Internet.
The Internet rewards early
adopters. The best known sites in any given specialty are not always the
best put together. But because the 'net operates largely on reputations,
they are usually the ones that established their Internet presence soonest.
It's crucial to begin building the reputation soon, and Business Automation
assists clients in establishing their presence quickly and building a
good and widely-known reputation henever this is still possible.
Organizations that are most
successful in using the Internet do not view it as a separate part of
their enterprise. Instead they view it as a new set of capabilities that
has potential applications in every part of their firm. As such they look
for ways to build Internet facilities into their normal business wherever
it makes sense to do so, and to give Internet-generated activity at least
as much emphasis as activity stemming from their core business activities.
In fact, because of the speed at which the 'net operates, it often requires
special procedures to meet the expectations of those communicating and
doing business with the firm via the web. Business Automation assists
clients in deciding where to apply Internet capabilities in order to meet
their objectives and mobilizing to respond to Internet activity with the
priority it needs (without disrupting other business).
Part of integrating
the Internet into the business is integrating it into the business's marketing
mix. When used properly, the Internet presence works in tandem with the
traditional communications and marketing media, as well as with the company's
products and services themselves. Business Automation works with clients
to implement a "spiral marketing" approach so that its Internet
and the non-Internet activities complement each other and provide synergy
so that each one promotes the growth of the other.
Copyright ©1997 Business Automation Associates, Inc.