The internet has become very much an everyday fact of life. But many managers, particularly older managers are unsure of what value the internet holds for their particular organisation. However, with internet use growing and with over 50% of households in western Europe now having direct internet access, the worldwide web is ignored to the detriment of almost any business. Since 1999, UIS has been advising companies and individuals on internet use.

The main advantages to be gained from a web presence are:

• A catalogue of goods and services. In simple terms instead of sending out expensive brochures the internet will do the job just as well and instantaneously. Sales enquiries can be referred to the business website. This does not stop a follow up, but it does allow potential customers to get a quick and easy view of services and products offered.

• Ordering and sales via the website. Whether the customer is a retail customer, or a trade customer, the ability to order online 24 hours a day is a boon. Payment may be carried out online, or billed as usual. This will save the expense of telephone sales staff as well as making selection easier for the customer.

• Booking and reservation services. Needless to say the biggest use of the internet is by travelers. Virtually all airlines now allow on-line booking and most cut-price airlines only want online bookings. More and more holiday makers, as well as those on business, are using the internet to book hotel rooms and services. The fact that rooms and airfares are normally cheaper online is driving this trend to the point where traditional travel agencies are going out of business.

• Promotion and Sales. Both are often considered the prime use of an internet site. However that does depend upon the site being visible on search engines (that means in the top 50 for a given search term), or by an another method such as linking to popular sites. The information super highway is just that - a vast highway of billions of places and your address and search engine positioning are critical. But given the right position, or the right links, then a website can be an exciting new promotional tool.

• Email marketing. Emails are now a part of everyday life - maybe too much so for some. However by collecting email addresses from those who browse your website, you can build up a valuable mailing list. And unlike snail mail it costs virtually nothing to send a mailing!

• Internal discussion and ideas forum. A forum for employees, particularly if they are in many locations can encourage healthy feedback and discussion.

• A Virtual Necessity. Most companies and organisations now have websites and use email and not to have such facilities is to suggest that your company is not really up to date!