It is nearly fifteen years since Tim Berners–Lee invented the first generation web browser whilst working for CERN in Switzerland.  It’s over ten years since Marc Andreesen developed early prototypes for it to become commercially viable.  In the intervening period we have learned a lot about the web, how to understand best practice and how we can enjoy maximum return on investment.  How have we improved since the heady days of the mid 90s, and what are the challenges ahead?

The emergence of the web took many people by surprise.  Everyone knew it was going to be important.  Everyone knew they had to consider its use for their business.  Everyone knew it was going to change the way we communicate for ever.  But no one quite knew exactly how it might be applied for their own future uses.  Businesses and the internet industry committed many mistakes along the way.  There were many expensive errors made, daft businesses built and fortunes lost.  Looking back now it seems incredible to think that companies existed with business plans based on fluff, exaggerated numbers, unrealistic goals and a disinterest in cash flow.

In the aftermath of the madness, we have made progress.  We have learned much about business on the web and about getting closer to customers to communicate better, faster and more efficiently.  The depression after the Dot Com and Dot Bomb periods has eased and a new more realistic confidence in the internet medium is emerging.

So how are online solutions today different to those four or five years ago?

There is a growing realisation that content, not graphics, not animation, not technology drives the web.  The web is driven by content – people go online either to read or to action something.  They are hungry for information which will satisfy their query, or for functionality to carry out their needs.  Whether it’s to find out the sports results from the weekend, or pay a bill, users are much less interested in marketing strap lines and corporate colours than you might imagine.

Web interface design has converged significantly as the pretentious designs of yesteryear are no more.  Because of the focus on content, design standards are emerging.  Online users see the web as one medium.  They don’t want to relearn the rules every time they go to a new site.  They expect a logo in the top left of the site, search functionality in the top right.  They want corporate links along the top and products and services links on the left.  You will enhance your brand and your reputation not by being quirky or clever, but by giving your notoriously impatient online audience the information they want quickly and efficiently.

Businesses are embracing the notion that internet solutions require technical and cultural upheaval.  Good technology implemented in a clever fashion can help your business but it must be backed up with good people who have bought into its importance.  Your intranet will only be used if the staff directory is kept up to date when people come and go.  Your website will only realise its potential if the news, events, publications, and other content is kept up to date regularly.  Email will only enjoy efficiencies when monitored and managed correctly, and with professional efficient standards agreed surrounding its use.

Companies are investing in appropriately senior resource to manage and champion web projects.  No longer are web projects being managed by “the IT guy” or the newest person to the marketing team.  MD’s, Marketing Directors and IT Managers are now coming together to build the correct project teams to deliver the best results.  Web & intranet content is rarely being managed by junior resource as businesses buy into the concept of the value of content and employ senior people with appropriate knowledge to write compelling content that will sell.

The great depression after Dot Com period is easing.  A new more realistic confidence is emerging.  IT budgets are beginning to grow again, as businesses begin to see return on their investments.  SME scale businesses are trading online.  Some businesses are using the web as their sole marketing tool.  No one is going to the crazy lengths of the Dot Com days but an optimistic realism is emerging where business recognise that it is possible to trade online, to make profit online, to get closer to clients, to enjoy administration efficiencies and to make key customers more loyal.

But we’re not out of the woods yet.  There are a number of challenges ahead of us over the next few years as we continue with our growing pains.  It remains difficult to make long term plans for web initiatives, particularly companies that exclusively market and trade online.  Whilst much research has been undertaken regarding user behaviour on the web, the medium isn’t as well researched, nor is as much “marketing theory” available as there is for offline commerce.  Search engines are changing all the time also, meaning that planning a business based on reasonable assumptions remains difficult online.

Many business are failing to embrace the online service and customer relationship management elements of the web.  Some have no protocol or standards for response times for email queries, and just as many have no formal means of storing email or personal demographic information made available to them through the web.  Related to this some organisations continue to view the web in isolation and don’t tie in marketing, particularly email marketing initiatives to their website.  When done correctly, email marketing can glean immediate, tangible results and can complement search engine registration, online advertising and other forms of online marketing.

We have come a long way since the early pioneering days of 1993.  We have every reason to look forward to a bright future as the web reaches adolescence.  There is no room for complacency though as we must continue to embrace the challenge of focussing on what our customers want online above all, and singularly seek to serve them as efficiently and professionally as we can.