Presencia en Internet. Un dilema para los empresarios.

 Presencia en Internet.

Un dilema para los empresarios.

Por J. Palacios – jvpalacios@intuitiva.com.co

Presencia en Internet

Imagen: http://www.istockphoto.com

Cada día se escucha hablar con mayor insistencia del comercio electrónico y de lo importante que es para una empresa tener presencia en Internet con una página web que le otorgue vida en este mundo virtual, globalizado y competitivo.

Para responder a esa presión muchos empresarios concluyen que la solución pasa por contratar a algún programador web (o diseñador gráfico, o un sobrino o familiar muy pilo con las nuevas tecnologías) que desarrolle y monte una página web estática con este contenido: ¿quiénes somos?, ¿dónde estamos?, portafolio de productos/servicios y formulario de contacto. En apariencia el problema queda resuelto en lo que podríamos definir como fase CERO o “perdiéndole el miedo a Internet”.

¿Cuál es el problema? Pasados unas semanas y calmada la fiebre de la novedad se empieza a observar que efectivamente la información es estática y después de la primera, segunda o tercer visita y recorrido por la WEB ya no queda nada más por ver, por tanto el internauta reflexiona: ¿para qué regresar a esa página que siempre nos muestra lo mismo? Al cabo de un mes ya nadie se acuerda de la WEB.

¿Cuál es una posible solución? Definir una nueva estrategia que permita revitalizar la WEB, cambiar el chip de todos los involucrados y pensar en el uso de Internet como plataforma de negocios para el comercio electrónico e incluso como apoyo para la actividad off-line de la empresa. Con esta estrategia transformaremos un problema de “gasto” hacia una “inversión” con múltiples beneficios y retornos de inversión en plazos razonables: reduciendo costos de gestión administrativa, financiera y de ventas; aumentando las ventas al incorporar mercados o nichos inexplorados para la empresa; incrementando la satisfacción de los clientes para convertirlos en compradores recurrentes y en recomendadores; mejorando la imagen y posicionamiento de marca, divulgación de la filosofía empresarial, etc.

Pero cuidado, esta estrategia empieza con reflexiones que no son estrictamente tecnológicas:

• ¿Tengo claro mi modelo de negocio?

• ¿Qué mensaje deseo transmitir al mundo online y offline?

• ¿Qué nos diferencia de la competencia?

• ¿Qué nos hace interesantes?

• ¿Cuales áreas de nuestro negocio podemos ubicar total o parcialmente en la web?

• ¿Cómo deseamos ser reconocidos por nuestros clientes actuales o potenciales?

• ¿Cuál es nuestra propuesta de valor hacia esos clientes?

Con las respuestas a estas preguntas puede entonces iniciarse el proceso de construcción e implementación de una solución WEB con información dinámica que direccione a la empresa por el camino correcto hacia el ciberespacio. Un camino largo donde tendremos que prestar especial atención a términos y conceptos como: marketing de contenidos, email marketing, marketing de guerrillas, conversación en redes sociales (community managers), e-learning y computación en la nube, entre otros.

Todas las empresas tienen a su lado a feroces competidores, por tanto jugar con estas nuevas reglas ya no es una opción, es una obligación.

Referencias:

• Bertolin, M. W. (2011). Why You Should Offer Online Ordering. Review Of Optometry, 148(7), 44-47.

• Holewa, P. (2011). Is a website necessary if you have a robust Facebook presence?. Jck,142(6), 102.

• Intuit, I. c. (7). Intuit Websites Enhances Offering to Help Small Businesses Get Online and Attract Customers. Business Wire (English).

• Vistaprint, N. V. (0008, February). Micro Business Owners Utilize Websites and Social Media to Generate Revenue. Business Wire (English).

• Sutanonpaiboon, J., & Pearson, A. M. (2006). E-Commerce Adoption: Perceptions of Managers/Owners of Small- and Medium-Sized Enterprises (SMEs) in Thailand. Journal Of Internet Commerce, 5(3), 53-82. doi: 10.1300/J179v05n03_03

• Nėmcová, Z., & Dvořák, J. (2011). THE MODEL OF E-COMMERCE STRATEGY FOCUSED ON CUSTOMERS. Economics & Management, 161292-1297.

• Campo, C. (2010). E-STAKEHOLDERS: UNA APLICACIÓN DE LA TEORÍA DE LOS STAKEHOLDER A LOS NEGOCIOS ELECTRÓNICOS. (Spanish). Estudios Gerenciales,26(114), 39-57.

• Tse, T. (2007). Reconsidering the source of value of e-business strategies. Strategic Change,16(3), 117-126. doi:10.1002/jsc.788

 

 

 

 

 

 

Acerca de systemconsulting

Somos una empresa de consultoría de sistemas y asesoría personalizada de tecnologías convergentes. Además, ofrecemos Soluciones Web a la medida, creación de fotografía de 360° y producción de videos tutoriales, entre otras soluciones tecnológicas. Hemos desarrollado un esquema de contratación por outsourcing para ofrecer nuestros servicios, que liberan a nuestros clientes de tareas que no son la razón de ser de su negocio.
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35 Respuestas a Presencia en Internet. Un dilema para los empresarios.

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