"The other people here don't have vision. They are not futuristic like us. That's why we are moving to online now. We are seeing the shift of advertising budget to the internet. We must be involved with the internet, even if we are not making money."
A couple of thoughts on this statement:
- Firstly, what is so futuristic about having an online presence? It's NOT futuristic. It is what businesses HAVE to do NOW. According to AC Nielsen media index 2008 (mind you, not 2010), 2/3 of Singaporeans consume about 3 or more media for their daily news and entertainment needs and among these media consumed, internet, along with the newspaper and terrestial TV emerged top. Some even claim they cannot live without their mobile phones or the internet. Now, doesn't this make the internet more or less imperative if businesses wish to reach the mass? This is not to mention the other benefits of online marketing such as interactivity and accountability.
What's futuristic? According to thefreedictionary.com, it is "Being ahead of the times; innovative or revolutionary." Merely having an online presence doesn't qualify as being futuristic. Futuristic is perhaps having a burger popping out of one's laptop screen after an order at MacDonald's.com is completed. Of course, we know that this is not possible.
- Secondly, it is no longer about having an online presence or not. Alot of money have already been shifted to the internet, not just now. It is about being practical and offering the right things to your target audience. Businesses can have online presence for relatively low cost compared to other business start-ups so it is really not a difficult thing to achieve. It is really about interacting with consumers and moulding one's business to really suit the target consumer constantly. If the art of business is about keeping up with the times, then this is only too true when it comes to the internet.
- Lastly, what nonsense. Of course money must be made, otherwise what is the online presence for?
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