In research just made public by one of the major banks in Norway, businesses where asked why they were investing in an online presence. The answers presented a bit of a revelation.
The top three answers were all connected with consumer demand, which are all OK points to make, but when compared to the three least popular responses, all linked to business incentives, it seems the focus has been turned a bit up-side-down. It seems businesses are more focused on doing what their customers say, at a cost, rather than doing it for themselves – doing stuff where the company has identified a direct business advantage from having a presence online and want to take advantage of the opportunity.
- This cost-driven strategy might also explain the dreary state of Internet offers today. Where most companies find being just as good as every other brand in their category is good enough – there is no money in it!
THIS IS IMPORTANT, because we are overly focused on talking about people and staring into this black box of consumer habits and behaviors. With extensive demands being added by social media, demand that only a few companies find interesting enough to take on. (It’s more “Lets avoid a mistake”-thinking than “This is an opporuntiny”-thinking as Jon Steel would have said)
But this is hopefully all about to change…
The next generation of online activities will be inherently linked to business advantage, rather than consumer demand. And by that we should also see the real money being poured in, not just marketing pocket lint.
Interesting? This is a good start: Business Model Generation.