The advent of the Internet has not only transformed the way people communicate, but has also driven a fundamental change in consumer behaviour. And, as the technological applications available on the web continue to develop, the businesses operating within it have to adapt.
Indeed, the online landscape is continually shifting and in order to play the game, it’s imperative that the commercial industry is aware of what’s going on.
Due its reach, the web has brought with it a whole new dialogue, whereby individuals from across the globe participate in multi-way conversations on every imaginable subject. As a result, power is increasingly in the hands of the consumer, with businesses finding themselves at the mercy of their opinions and attitudes.
This transfer of control is arguably a result of Web 2.0. Indeed, 2004 saw a new way of harnessing the potential of the Internet through a variety of Web 2.0 concepts. The theory behind it was to improve the functionality of the online world, through applications encouraging creativity and collaboration, i.e. discussion boards, videos and podcasts.
Therefore, not only has Web 2.0 fundamentally changed the way people use the Internet, but it has also revolutionised ecommerce. One of the biggest advancements since the development of Web 2.0 applications has been the emergence of web-based communities, such as social networking sites and online marketplaces. These types of online communities have grown in unprecedented popularity, with millions of people participating on a daily basis. And, as already mentioned, users are not afraid to voice their opinions!
In line with this, many shoppers feel that customer reviews or ratings are important attributes to include on a retailers website. In addition, many also feel that from reading product reviews, this can often prove to be far more informative than carrying out in-store research.
Consequently, businesses are having to reassess how they reach potential, and existing, customers. They are additionally having to look at the way they service their customers’ needs, in order to increase sales. Indeed, a company offering substandard services will quickly lose out to its competitors.
As previously mentioned, another way to maximise sales potential is to become part of an online community; with blogs and discussion forums acting as a great way to be seen and allowing you to engage with consumers. Of course, it can be hard work distinguishing yourself on the internet, but by becoming part of a community, you are effectively increasing the opportunities for people finding you.
Therefore, it is essential that businesses embrace Web 2.0 and all the applications it has brought with it. Although buying habits have fundamentally changed, with some strategic consideration it is clear that there are a number of opportunities available that can help in successful online selling.
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Bian Salins is the Managing Editor of BT Tradespace – an online community where businesses can advertise and sell products & services and everyone has the opportunity to shop, chat and share their opinion.
