It is important to consider the research about current internet usage and trends. There are several free and paid tools that can be used to achieve online potential:
- Alexa(www.alexa.com)- it is a free tool which provides traffic ranking of individual sites, the sample depends on the users of Alexa toolbar.
- Google traffic estimator- this tool is inside google Adwords and can be used to assess the popularity of certain words or brands.
- Gartner (www.gartner.com)- It is a research service focusing on technology adoption in companies.
These are just a few examples of the tools that can be useful in order to assess the current online environment, but there are many more that propably your company already has access to, do not be afraid of learning how to use them and doing deeper research.
More to come soon!