USE OF INTERNET TO BUSINESS COMMUNICATION
Use of Internet to Business Communication
The transmission of the internet has revolutionized the business arena. The use of the Internet is changing high-tech marketing overnight while different industries have been trying to use it as part of their marketing strategy. It does not only reconfigured the way different firms do business and the way the consumers buy goods and services but it also become instrumental in transforming the value chain from manufacturers to retailers to consumers, creating a new retail distribution channel ( and , ). Website development is a powerful tool used by different business organizations around the world. It is defined as the process of achieving business objectives utilizing electronic communications technology (, ).
In addition, the Internet has brought about many changes to the world, particularly on how contemporary businesses are being operated. Due to this technological progress, product development became faster and better and business processes are more systematized. Indeed, the introduction of the internet to several industries has paved the way for greater progress in the future. In the music industry, the use of the internet has been an important marketing aspect, specifically in business communications ( & , ).
The use of Internet in Business Communications
The Internet with the advent of e-commerce has revolutionized that way business is done. Without the need for physical presence and sometimes only at the touch of a button, business transactions, financial trading and even customer service is being carried on ( & , ). The Internet has proven to provide efficient communication links between companies and their clients cutting down the resources spent on public relations. The use of internet in business industry has emerged for at least two crucial reasons. Firstly, it serves as a new alternative channel pf communication other than traditional branch network for customers to contact and communicate with the firms. Nowadays, more and more customers, especially younger ones who are quicker to accept new technology, are accessing remote channels-telephone marketing; computer transactions and other virtual transactions-to transact their business affairs. These on-line customers demand even more control over their personal finances and value “anytime, anyplace, any where” customized access to financial services ( & , ).
On the other hand, a virtual team is a group of individuals whose members contributes to a common goal, but are separated in terms of time, distance and organizational boundaries. This group only communicates using information communication technology such as internet. Through virtual teaming via the internet, virtual group communication can be established in business industry. Virtual group communication is easier for individuals to feel like a participating member as electronically communicating with higher authorities towards solving problems allows people to contribute more than to voice out their opinions during a group meeting. Hence, allowing decision maker of the organization to make decisions with better information than if they were only restricted to face-to-face communication, as there is a presence of informality.
Online communication like electronic mails enables communication process even with time differences. Group members are able to attend group meetings at their location without travelling. Virtual group communication facilitates more effective communication through more inputs of information constantly and therefore resulting in lesser conflicts between group members. There is a lesser chance of one member dominating against other members. In addition, the contributions of group members are logged for future references.
The study done by and (2003) can serve as an example on how internet can be used in business communications. In this study, the researchers analyze the role of the internet within the small and medium-sized (SME) hotels in Austria. The findings concluded that the use of internet enables hotels to contact customer directly. In addition, SME hotels in Austria typically had no access to distribution channels. However, with internet access, SME hotels were able to use this innovation in order to develop a new and additional channel. In addition, the researchers noted that the SME hotels in Austria do realize the value of Internet as a competitive advantage. In fact, the management of these hotels would have considered themselves as business failure without the Internet. This is primarily because the lack of internet presence reduces the presence of these businesses to the market, both to the customers and intermediaries.
According to the (2004), the increased adoption of the ICT within the tourism sector has caused significant transitions in the roles played by common tourism actors, including the tour operators, travel agents, booking agents and conference organizers. Nonetheless, ICT and internet systems enabled enterprises to create or obtain updated information, particularly in product prices and availability, increase volume of sales and profit generation.
To summarize it all, the emergence of the Internet has undoubtedly changed the business environment in which the firms around the world operate. It has been stated that the Internet has altered industry structure by reducing the costs of coordination in the value chain. The Internet has become a source of competitive benefit by bestowing companies with new ways to outperform their competitors, and spawned new businesses by providing more information. Moreover, the Internet evolves to encourage direct interaction between producers and consumers in markets where consumers have more complete information about goods and services, enabling them to exert substantial control.
Further, the rapid growth of the internet has been one of the key factors in changing the rules on how businesses’ compete in the market. The reach and speed of the enhancement along with the distinctive characteristics of interactivity and customization intensify the need for having a modern business approach from the competing industry on the internet serving in their attempt to oppose or leverage the popularity of other competitors. Herein, the strategic importance of the internet in terms of communication is especially evident for the business industry as products/services and the internet has been able to create a to maintain good customer interaction and business transactions.
With millions of websites online, the Internet is considered as the most essential communication medium in the world and with millions of customers around, many organisations will have the opportunity to provide the needs of a specific market.
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