How should your internet presence look in 2021?

Companies are settling into a new normal, and it’s clear that the role of the internet has shifted. Of course, it was already woven into most business models, but now we’re facing another evolutionary step – one in which the internet develops from one leg of the stool, as it were, into a core capability, arguably even a life or death determinant for businesses as well as people.

That may sound like an exaggeration, but as individuals we’re more dependent than ever before on businesses serving us online. For businesses, it’s never been more important to reach customers online.

Speaking from a business strategy perspective, this is a good thing. Normally, when we come to address big questions of what your company ought to be doing, the answer involves a large element of “it depends”. But when it comes to online presence at a time when everybody is spending more time at home, there’s no “it depends”. The message is clear: every business needs to be visible.

Of course,