I am always amused, and sometimes horrified, by cognitive dissonance. It’s the tension generated by holding two contradictory thoughts in your head simultaneously. The most recent online case I found has to do with small business owners’ use of the internet to market their own businesses.
According to recent research from Webvisible and Nielsen, while 63% of small business owners turn to search engines first when looking for information about local businesses, only 44% of these same owners have their own websites and half of them spend less than 10% of their budgets marketing online.
When I speak to business groups or other organizations, I often talk about how online and offline behavior really should not be all that different. This, however, is the rare case where we’re talking about online behavior and online behavior! What the study is showing is that most business owners use they web when THEY’RE looking for something, but they don’t think anyone else would bother with that internet thingy to seek them out. I realize the idea of putting up and/or maintaining a website or blog can seem daunting, but the cost of inaction and inertia is pretty darn high. As in, going-out-of-business high.