The sales call about not being left behind in the Internet revolution. "A billion users online, all potential customers? Increase your turnover 100% each year?sell globally anytime day or night? will you be able to manage all the orders! ! ?" And: "All for a fraction of the cost of your current sales and marketing activity."

There is a cost. As there is with all sales and marketing activity. At the end of the day, developing your own website and any associated Internet activity still costs money, and let's face it, this is either in addition to what you're doing already or replacing part of it.

So what about it - is there any substance to all the hype and the pressure to maintain "Internet credibility"?

We all know that the advent of Internet technology has brought with it the single most valuable communication tool of the modern age (email), but can the web really offer worthwhile, quantifiable benefits?

Yes it can. Amongst the never ending sales calls, there is the base belief that the web does have the ability to offer a level playing field for companies of all sizes, standing and geographic location to promote themselves like never before.

The Internet does have an unparalleled client reach in today's global marketplace and, undoubtedly, the Internet has become an effective mode of gathering information and doing business. But what can it practically offer businesses?

The answer begins with a simple premise. Internet activity should not exist in isolation.

Websites are not the global panacea for successful sales and marketing and any activity should occur as an extension of existing operations.

Integrate the site development with traditional sales and marketing campaigns and you will gain the maximum benefits from what the web has to offer.

Flexible Websites can be used to achieve any number of strategic aims, a point that highlights the flexible nature of the medium.

From market research to product distribution, customer services to promotions and sales, product information to internal communications, site content can be developed as and when you see the opportunities and requirements to do so.

Responsive Websites should be designed to provide the right level of information when and where it is needed.

If direct person-to-person selling is the key to your business, placing an overview of your products and services online, along with the right contact methods, can prompt an enquiry.

Too much information can remove the need for contact; too little can create the wrong impression.

Information should be targeted to all potential visitors to your site, whether they are existing customers, potential customers, suppliers or shareholders.

Site content should be designed to fulfil your visitors needs, not your own - or those of your web designer.

Around the clock, around the world The development of e-commerce technologies and online trading has meant that orders can be taken securely, and even validated online, to offer worldwide sales opportunities wherever they may be.

Remember, online trading not only can provide new customers, but offers more efficient purchasing methods for existing customers, improving the potential for repeat business.

Indeed it is often said that the most important beneficiaries of any website should be existing customers.

Providing customer service related information in the form of product manuals, FAQ's (frequently asked questions) and support contact details could improve your service levels, as well as reduce your administrative costs.

You'll also be able to capture feedback from your customers, using on-line forms for market research initiatives, to keep monitoring and improving your service levels.

Data capture Using the Internet for data capture not only provides better service for existing customers, but can also be an effective way of targeting new customers.

If visitors have found your site and left their details they are already interested. Maybe not immediately, maybe not in the immediate near future, but at some stage they may become a customer.

You can begin forging that relationship with email-shots - simple emails that provide product news and information as well as links to updated parts of your website. Keep customers fully informed and they are more likely to purchase.

As with all elements of data capture however, the key is how to encourage potential customers to make contact and leave their details.

In the first instance, make sure the methods of contact are clearly visible on the site and easy to use. Long complicated forms can often stop visitors from leaving their details; after all you may only want their email address.

Simple site elements, such as promotions and competitions, or providing a resource of useful information or advice, can encourage the visitor to make that initial contact, and that can pay dividends in the future.

Direct and up-to-date The very nature of the medium creates the expectation of providing content that is up-todate. On the plus side this means that you get the very latest information about your products and services to customers as soon as it is available - and again combining email and the web means this can be sent directly to customers at very little cost.

However this means you must maintain the site effectively. An out of date site can be embarrassing.

Although such high expectations on behalf of the visitor can seem to imply more cost, the in-house management of site content is widely available when set-up by a competent website design and management team.

Quantifiable Again we come back to the cost. Any level of website development will only be seen as cost effective if it provides real benefit to a company and its profitability.

However the web does have a significant advantage over other sales and marketing methods in that activity is measurable.

The auditing of site activity and the ability to track visit profiles and enquiry levels does enable the fine-tuning of a web presence to meet the visitor's needs and provide better results. In this way expenditure can be used in a more effective and targeted manner.

Cost effective Company and product overviews with effective enquiry mechanisms can be developed for as little as £500.

They can provide the starting point for any company to promote themselves to both existing customers and the wider audience provided by the Internet. At their simplest they can often reduce administration and mailing costs by placing downloadable product brochures online.

Costs will be more when online trading and other interactive elements are developed, but the benefits can be significant for any type of business, for any product or service.

Online presences will continue to grow in stature and importance.

A web presence tells customers you're progressive, innovative, and open. If you are not already online now, the aim should be to at least get started.

Develop a web presence on a scale that is manageable and at a comfortable level to facilitate your Internet confidence and knowledge.

The companies that are reaping the benefits now are those that have the online experience to know how to use the medium to target their customers in a way that brings results.

Having taken the decision to get online, the next step is to assess what you want your site to do and develop a strategic plan within realistic parameters.

Setting out the strategic aims for a web presence is essential and will indicate the resources that are required both internally and externally to achieve success.

Next month we will highlight the key areas to consider when developing your strategic approach.