One of the most misleading half–truths of internet marketing and communication in recent times states that if you develop a Web presence, you are opening your doors to hundreds of millions of internet users around the world.

Globalisation as the true application of every website needs to be exposed for what it is – a myth – and what’s more, a dangerous one.

Claiming that launching a website opens your business to nearly a billion new customers is like saying opening up a shop on the high street opens your business to six billion new customers.  Just because people can come to your website, doesn’t mean that they will.  Sometimes getting people to your online destination can be as challenging as getting them to your shop on the high street.

For certain companies a worldwide stage is appropriate, and it is possible to win business globally through a Web presence. This is true particularly for companies involved in niche markets or price driven commodities such as books or CDs. But these companies are the exception rather than the rule, and even some companies involved in these markets recognise the importance of location and offer different websites for different countries.

Global brands such Amazon, Yahoo, CD Now and Alta Vista among others have Irish or British websites to complement their American offerings. They realise that there is comfort to the consumer to know that shipping will be swift and inexpensive because of an Irish or UK base. They also understand that there are important cultural differences between Ireland and Britain, or between Britain and America, and have developed different sites online to reflect this.

The internet is a virtual world but its users live in the real world. A company doesn’t become a global company because it has a website. It may become a global company because it has decided that strategically it makes sense for it to be involved in international markets. And part of that involvement may be a Web presence. Companies must not let the tail wag the dog however, and must drive their online messages from their overall strategy, and not vice versa.

Recently a friend of mine tried to buy some presents for his kids online. He went to the most popular online Toy Shop in the UK, and spent an hour filling up his shopping trolley with toys. Once his basket was full, he went to the secure checkout, and filled out the form with his credit card details, his name and address. He was given the message, “We do not deliver in Northern Ireland”.

If you are involved in the development of a website, ensure that you think clearly who it is for and where they are from. Ensure that the marketing which surrounds it, the search engine strategy and the messages on the site itself take location into account.