If you're starting or have an established business and still not sure about whether or not you need an online presence, you will be missing out on a powerful tool for marketing without having an online strategy.
For one thing the Internet allows a much more level playing field, so that a small and medium-size business can compete much more easily with larger companies. It is also the perfect medium for enhancing your brand strategy in the mind of consumers.
With the increasing use of smart phones and devices, your online business planning should include having your site optimized for mobile traffic, especially if you cater to luxury shoppers. A 2012 Forrester report showed that 59 percent of luxury shoppers online made a purchase through a mobile application or website, compared to only 12 percent of all users of smart phones. In addition, another 2012 report shows that online display ad spending is expected to increase 17% per year to reach $28 billion by 2017. During that same period offline advertising dollars are declining.
Online purchases or e-commerce is also increasing, as 2012 online spending increased 14%. They've even started calling the Monday after Thanksgiving “Cyber Monday”, which follows “Black Friday.” Part of the reason for that increase, is that it is now easier to have an e-commerce site as one of your online business solutions. There are more options today to make that happen that don't involve dealing with multiple providers.