The Web Doesn't Always Matter
For some businesses and industry sectors, the Web just isn't that important. Yet. Why?
So what businesses or sectors may not find much relevance with the Web? Beth went on to say "can you think of any business that isn't online or is never searched for online?" It's a good question and feeling somewhat ornery, I had to think on it. Here's my take...what's yours?
I differentiate between "searched for" and having a presence online. I see them as separate, since something is more than likely being searched for, but may not be online.
In Nova Scotia a past main industry was fishing, but it is far less today than it was. A friend of mine was making a documentary last year and needed to find a commercial fisherman. He searched and searched online...nothing. And Nova Scotia is a VERY connected province in online terms. He had to use good ol' human networking. Then there's the local shoe-shop I was in recently and blogged about...he really doesn't need a website. Similarly there's a biotech company I know in Boston who has no website; they know their customers, are profitable and see no need for a presence.
The areas I find less likely to be online are older, very local businesses. Mostly because the Web is only just starting to get very local. This is slightly different in major urban areas, but rural areas still lack good Web access, thus preventing them from being engaged with the benefits of the Web. This however, will change. In addition, the Web generation is getting older and taking on management positions and bringing those businesses more into the Web era.
As Web access in rural areas becomes more available, and localization of the Web increases, businesses will need to become more engaged. Some won't (I recall an export business in Halifax in 2003 that was still using rotary dial phones in banks...yup. They were forced to change by the Telco who could no longer support analog phone service, but they have no Web presence) and they will lose business to competitors over time.
Yet many businesses that are online don't really get engaged even still, they have a brochure website that is rarely if ever updated. Hence companies like GoDaddy who provide basic websites and do very well with small businesses. They are perhaps, a stepping-stone Web service. But for loggers, labour companies and some traditional sector businesses like mining, the Web still provides no significant value proposition, or no one has been able to make a valid case to them. Yet.
Am I missing something? What's your thought?
2 comments:
If I had to pitch web presence to a business in a sector like mining or logging (and was unconcerned about the intact nature of my soul, obviously ;) it would begin on a platform of PR. Many of these companies, esp. mining, can face mixed reactions in the communities where they do business and the web is a great place to position yourself from a public relations standpoint.
Nova Scotia is an interesting place to be right now. I think there's a divide between innovators and those who are old-school, for lack of a better term. Both, I think want to engage with their audiences, but on different terms. Access to the web is certainly one of the things holding back some of the more rural areas, but I don't think it's necessarily isolated to those areas and sectors. There are a number of urbanites who still question the value of the web as a business tool beyond static pages.
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