DCP Recipient of the 1998
Maryland SBA Media
Advocate of the Year Award

Ready-made Venues to
help build traffic to your site!

Who is the
Web reaching?

Every day, an
average of 55,000
new users go online.

The 18 – 49 age range
constitutes 69% of Web
usage, with the genders
almost even (male: 54%,
female 46%). Usage by
women has increased
dramatically in the past
two years, and usage by
those in the 50+ age group
is growing fast.

Of all Web users –
over 58 million now –
close to half are college
graduates (a total of 73%
have at least attended
college).

Fully one-third of all Web
users have incomes over
$75,000, with two-thirds
reporting incomes of over
$50,000.

Over 60% are married

80% own or lease a
home computer.

77% have a credit card
in their name.

25% of Web users report
buying something online
in the past year

In 1997, consumers
spent $2.7 billion in
e-commerce; the
projection for the year
2000 is $225.6 billion.

Occupations:
Executive/Professional/
Mgmt. 42 %
Technical/Sales/
Trades 32 %
Student/Other 26 %
(includes housemoms/
dads & retired)

Of course, one of the qualities of a successful business person is the continued awareness of the current methods of communication and self promotion. That is to say, you know about the Internet and have made or are considering making the decision to get yourself and your stuff online. Sure, conventional ways of advertising have worked well in the past, but it is called the past for a reason. Now, as MacLuhan’s “global village” grows smaller, it is more important than ever to get your message out to the world and thus far, despite the inevitable growing pains, the Internet does nicely with global communication. For significantly less than the cost of a traditional marketing and promotion plan, you can send your information worldwide--as quickly to Japan as across the street.

A few questions for the decision process:

• Are you satisfied with the number of customers you are reaching with traditional marketing means?
  
  
• Can you handle additional business?
  
  
• Are you interested in less pricey methods of customer contact?
  
  
• Do you believe the Internet is a viable new communication method to be used for new contacts?
  
  
• How many competitors and customers do you know have gone online?
  
  
• Have your customers and contacts expressed interest in the Internet?
  
  
• Would your business benefit from a worldwide customer base?
  
  
• Do you want to target people regionally or by market niche?

With proper planning and placement by the right production company, the Internet will be most useful for you and your services. Yes, useful! The Internet is nothing more than another tool--albeit an effective one--to promote yourself. A Great Web Production Company is the craftsmaster to help you utilize that tool to its fullest extent.
One thing that is essential to keep in mind is that having a web site is only PART of a company’s mission and promotion plan--not just an individual business project. You will still want to pursue previously successful advertising and promotion means. With the new web site you will be cultivating “intermedia synergy”--traditional promotion and communication methods support the new technology and vice-versa. Ad space and air/cabletime are still available at a premium whereas the Internet is virtually unlimited. It is becoming as important to have an Internet presence as a Yellow Pages/B to B listing. But before you get too worked up--a couple sobering points: there are over 20 million URLs in existence (Internet is doubling in size every 50 days!) and the average site receives only 2-4 hits per day. Web presence can be a wonderful thing, but unless you are an Internet expert, seek the help of a Great Web Production Company.

Internet marketing is right for most businesses...but it must be DONE right too.
Are you going to “do it yourself” or have that web guru second cousin once-removed handle the design and implementation of your new site? Remember, you get one chance to make a first impression, especially on the Internet, as the size increases and the attention span does not.
When seeking a Great Web Production Company, keep a few things in the forefront of your mind and plan. Does the GWPC have a design and marketing or computer programming background? You don’t want your site having that special “nerd-designed” look. You should be shooting for a “third generation” look--does the GWPC know what that means? There are some even saying that “fourth” is in the works--ask the GWPC what it has in mind for the future.
A GWPC has full-service marketing and design capability--again, getting the web site online is only the beginning--what support is offered? Find out if it is a PC or Mac shop--PC mindsets are usually geared more toward office tasks and data management while Mac folks tend to have a greater design and user interface sense. Find out which will serve you better for the mission of your site. Does the GWPC have the skills to pay the bills? You do need to eat once in a while.
How about an online portfolio? You want to see some of the work the GWPC has already completed and get a feel for their abilities thus far. Do you sense that the GWPC will continue to learn and improve its skills as the Internet grows and changes?
Once the site is constructed, will the GWPC provide timely maintenance? Don’t think for a second that your site will never require changes and updates. If it doesn’t, you may wish to reevaluate your business--it will most assuredly require tweaking at least once in a while.
What is the GWPC’s marketing and promotion plan? You know it now--there is more to “making it”--you must “market it.” Determine the marketing strategy--is there “niche marketing” available? Also, while we all like to get a bargain, the lowest price might not be the best deal--the GWPC should be keeping up with the fast changing new technology--not leaving you stranded with those that can’t adapt. You also want high traffic hosting--is the GWPC situated on an Internet backwater in which your site will be hopelessly lost--or a busy port that is already picking up and handling a large amount of traffic?
Is there additional support available from the GWPC--cybrarian services, research, continued site promotion, home page remodeling? The GWPC should work with you no matter what the future holds as being well-connected takes on a whole new meaning. The nature of the beast is that of a virtual chameleon--constantly changing to take advantage of the online environment. Make sure the GWPC establishes a rapport with you that will allow for this growth.
You have every opportunity to take full advantage of this exciting marketing and communication medium--make sure you consider all the previous points, don’t be afraid to ask questions and choose carefully your conductor on the Internet Express. With the proper preparation, it will be a wonderful journey.