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As laughable as Gore’s exaggeration may have been, the former U.S. Senator has been recognized as a high-ranking public official who predicted how powerful and important the Internet would become. The creation of the Internet is actually credited to several different people, and the revolutionary technology has touched every segment of society, including the world of marketing.

The most substantial impact the Internet has had on marketing concepts is its ability to reach beyond local areas. Before the Internet, small businesses were limited to a particular area and had to use traditional methods like direct mail, advertising and word of mouth. When consumers wanted to find a business, they would thumb through the Yellow Pages. Now, consumers are using their fingers on a computer keyboard to conduct their searches.

In today’s virtual world, a business owner isn’t limited to local resources. They can easily run their day-to-day operations from their computers, working with financial planners, freelance contractors and business people. They can also research vendors and find new clients without ever meeting them. Tools like Word documents, PDFs and wave files were foreign concepts to most of the public 20 years ago. Even the telephone has become something of an antique, as millions choose to communicate through email and other forms of wireless technology.

As business has shifted to the virtual world, first impressions are relayed through web pages, email pitches and customer reviews. An unappealing or hard to navigate website can be the difference between landing a customer or not. More homes and businesses have been outfitted with high-speed Internet connections in the past five years, turning online shopping from a niche market to the mainstream. As of Dec. 4, 2005, research from Nielsen Net Ratings’ Holiday eShopping Index showed that online shopping activity increased 33 percent from 2004. Meanwhile, as of Dec. 13, sales at brick-and-mortar stores were down 3.8 percent compared with the previous year.

Using the Web for business shouldn’t stop with promoting your own products. Marketing experts advise that a company website should serve as a one-stop shop of information for that particular industry. For example, if you’re in the business of selling organic food, your site should include links, files, articles and resources relating to organics. Recent articles touting the health and environmentally conscious impact of organic foods. Links to medical information that backs up the benefits of organics. Impress potential customers with information that promotes your product in a professional manner, not overblown hyperbole.

When it comes to marketing in cyberspace, it’s not all about the web site, however. The greatest site in the world won’t make up for a flawed plan. Understanding your target market and pinpointing the specific services and benefits you can offer clients is the first priority. Never underestimate the importance of website content. The copy on your website should inspire confidence in your clients. All flash and no substance are easy to see through. Companies with a sloppy presentation and content that’s not reader-friendly are bound to lose respect and business.

The Internet has opened up millions of marketing opportunities. Unfortunately, it’s allowed an environment for unscrupulous hucksters to hype their products as well. As consumers are faced with an overwhelming marketing barrage, they will recognize that a reputable business owner is one that offers the same professional persona in both the real and virtual world.