The web has changed the rules of the game. Are you still playing by the old ones?

Google’s Nikesh Arora who’s speaking this week at the Google Summit makes it as plain as the nose on your face; companies that don’t embrace the Internet into their marketing will fail.

It’s changed the rules of the game, and marketing strategies need to adequately invest in it.

He states the facts:

It’s becoming a level playing field as SME’s can now compete with multinationals online. Lower marketing costs create more opportunity.

Local businesses can now play nationally online

Small business no longer means local business. Specialists thrive. Niche business such as Dustbag.com grew by 50% in a year.

Britain leads Europe in e-commerce. With online sales in 2007 up 50% on 2006, 15p of every £1 spent in the UK is now spent online.

Media consumption is moving online. Between December 25th and the middle of January more than 1 million people watched 3.5 million programmes on their computers via BBC iPlayer.

iTunes didn’t exist 5 years ago. Last Xmas Day alone they sold 20 million songs.

Teens spend more time online than watching TV.

Overall people spend up to 7 hours a week online-twice as long as reading a newspaper.

All this may seem obvious to many. But the key is identifying the value it can add to your business.

What role does it play?

What additional opportunities can you exploit with it?

How can it help you better engage with customers?

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