Small and medium-sized enterprises (SMEs) need to ensure their initial investment in e-commerce is followed by a committed approach to web initiatives, it has been claimed.
Howard Gerlis, a fellow at the British Computer Society (BCS) and chair of the BCS Internet Specialist Group, notes that many SMEs invest a lot of time, energy and money into the first stages of an online strategy, only to let it languish.
Companies need to recognise that their e-commerce activity is worth the investment, Mr Gerlis explained, noting that industry competition is "often the most influential catalyst".
"Much depends on what their business does and whether the web is complementary to that to bring in extra sales or simply reach out to a wider audience to gain recognition and awareness," he explained.
Recent research from Netflare found that 23 per cent of SMEs had not updated their web presence since its initial launch, which was an average of four years prior to the poll.
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