Jim Carlberg, Planner at advertising agency Pool was quoted in the Swedish publication Internet World in an article about why Swedish companies are lost and confused on the internet.
Jim had made some good points, especially his closing words – it’s about identifying customers needs and finding some genuine business advantage.
Here’s a translation of what Jim said:
“The fact is that the web is still a bit of an unknown territory for many companies. That they haven’t decided what to do can be a combination of insecure buyers and offensive sellers. Companies have many, persistent, suppliers who demand their attention: ‘You have to do this, you have to do that’.
As the web is in a state of constant development, companies crank up their budgets for next year, as next year there’ll be newer and even more impressive things, things that, as yet, no-one knows how they should be used. Many companies probably try to buy themselves out of the situation instead of actually submersing themselves in the subject and considering what goals they have for their web-investment. At the end of the day, it’s about identifying customers needs and finding some genuine business advantage.”