Jewell 1

Jessica Jewell

Professor Babcock

ENGL 137 Rhetoric & Civic Life

November 13, 2020

How the Internet Changed the Business Industry

The internet is a vast and beautiful entity that allows unprecedented access to

information, the likes of which we have never seen before. Never before has one had as much

access to knowledge as today, and that’s thanks to the internet. Not only is the internet a giant

repository of information, accessible from something as small as an iPhone it is also a vast

marketplace. The world’s market is now so easily accessible to individuals and businesses all

over the world through websites and social media platforms. The internet has changed the way

we do business forever. A paradigm shift is a major change in the concepts and practices of how

something works or is accomplished. A paradigm shift very often happens when new technology

is introduced that radically alters the production process of a good or service. Although the idea

of paradigms has been around for quite some time, the concept was explored by physicist and

philosopher Thomas Kahn Kuhn at first. The internet created a paradigm shift in the way

business is conducted. The internet has made all aspects of business such as communication,

research, marketing, and calculations almost instantaneous therefore creating a massive increase

in productivity in the workplace.

 Jewell 2

If you were to hop into a time machine and take a look at an average business office from

the early 1990s, you would find a strange and foreign land, full of people doing jobs that just do

not exist anymore. Travel further back, and the office would seem a rather horrifying place,

almost purpose-built to stop anything getting done efficiently. To see just how far we have come,

I’ll show the many ways business has drastically changed since what it used to be and how much

better business in the digital age can be. While most of us still work in the office, more and more

of us are working remotely. Whether that is from home to introduce a better work-life balance,

on the road dealing with customers, or just when out on a business trip, being tied to the office

permanently just does not make sense. Forcing people to sit at a desk – when technology allows

otherwise – restricts innovation and holds companies back. Work used to be truly 9-to-5, and

once the clock hit five the exodus started and workplaces emptied. For the people heading home,

work had ended, and businesses ground to a halt. Today companies need to operate 24/7, and

problems have to be fixed the second they occur. Communication in the office of old was poor.

If you were not at your desk, you were impossible to get hold of. Many companies lost thousands

of hours and stalled decisions because someone important just was not in front of their phone at a

crucial time. In the old days, doing paperwork meant literally that. Everything inside a company

was handled by reams of paper, with typed content merging with the handwritten. Everything

flowing into the company, from orders to letters from customers, was also stored as paper.

Simply making sure that the right bit of paper made it to the right employee’s desk was

something of a mission. With the exception of a phone call – provided the person you wanted to

talk to was there – communication took an incredibly long time. There was no such thing as

sending a quick round-robin to the company; documents would have to be photocopied and stuck

in the internal post. Sending a document externally was only as quick as the fastest courier that
 Jewell 3

you could book and find. The world was so incredibly different from what it has now become.

Efficiency became the main theme of business everywhere because quite frankly if your

company couldn’t complete things as fast as your customers would want, they’d find another

company that could. The modern world of business has accelerated other realms of possibilities

for other occupations as well, it is a driving factor in the U.S. and overseas.

A clear effect the internet has had on the world of business is something that has affected

everyone outside of the business field as well and that is faster communication. The internet has

given way to not only new technologies, but an entirely new way of life. Many personal types of

communication in business are performed in a completely different way today than before the

internet, affecting everything from buying groceries to meeting with global customers via video

calls. The business community has especially reaped the benefits of the internet, especially in terms

of productivity and discovering new opportunities. In fact, the change is so all-encompassing that

it's almost impossible for those born into the post-internet world to fully understand life in those

days. Whether it be through email, test message, social media dms, or skype, communication

takes place instantaneously now due to the internet. Before the internet, businesses were required

to have physical infrastructure for all communications systems located on-premises, which was

expensive due to hardware and maintenance costs. However, after the internet enabled cloud

communications, businesses could save a significant amount of money and increase their flexibility

and collaboration. By using the cloud for mobile communications, businesses can access all in-

office telephone features and critical cloud-based applications from anywhere. Businesses —

especially smaller ones — were previously limited by their geographic area. While catalog shopping
 Jewell 4

was possible, it was expensive to mail catalogs and was only feasible for larger companies. And for

B2B organizations, sending salespeople to each customer was expensive and limiting. All of these

factors put small companies at a significant disadvantage over large companies. However, the

advent of e-commerce has significantly leveled the playing field. Companies of all sizes can now

sell to consumers and businesses located anywhere in the world. This new method of selling and

marketing to companies and consumers is also forcing companies to significantly redo their sales

strategies. Customers also have more options because they can shop from stores located anywhere,

not just their own towns. This has made retail a much more competitive business in terms of both

price and quality. Before the internet, getting in front of customers was challenging, since it either

required expensive phone calls or extensive traveling. However, the internet dramatically changed

this aspect of business by reducing the cost of calls through VoIP. Sales representatives can now get

in front of customers through video conferencing without the expense of traveling. These

technologies also allow companies to hire workers who live across the country and work remotely

so they can staff their organization with the best talent, not simply the best talent within commuting

distance. Communication is especially important for business as effective communication can

help to foster a good working relationship between companies and their staff, which can in turn

improve morale and efficiency. Email and scan replaced the fax machine and courier services.

Orders for securities can now be placed online directly by the client and are sometimes executed

in seconds. Before the internet, a client would have to call their broker who would write out an

order ticket for the broker's record, then call the firm's floor broker to execute the trade. Stock

quotes are now widely available through multiple sources thanks to modern technology, whereas

people needed ticker machines installed in their offices 100 years ago. All of the old-time
 Jewell 5

equipment such as order tickets, fax machines, and ticker machines are now obsolete, thanks to

the paradigm shift brought on by modern technology.

The next component of the business world that was improved thanks to the internet was

the way research became easier and more precise. Additionally, advancements have helped the

field become more efficient and agile. Specifically, in the world of market research has become

accessible to anyone at the touch of their fingers. In terms of market research, the internet has

carved out new opportunities as well as pitfalls for obtaining useful business intelligence. 

In some respects, the internet has made a market researcher’s job a little easier. Although there

are mistakes that must be avoided, here are the five ways that the internet has changed market

research. Social Media a repercussion of the internet has also been apparent in impact with

Twitter, Facebook, LinkedIn, and Google+ have expanded the landscape in which market

research is conducted.  Social media is transforming market research in exciting new ways.  It is

also requiring a skill set that didn't exist before.  Social media is creating an environment that

yields unfiltered feedback.  Great for reputation management and brand awareness, market

researchers can take advantage of the advanced capabilities inherent in social media.  Learning to

master social media for market research will enhance the knowledge obtained about companies’

target market. Since the introduction of the internet, there has been a constant stream of new

software to collect data. Beyond the traditional methods such as paper surveys, interviews, and

focus groups, technology enables researchers to be much more targeted in what they measure

and how quickly feedback can be received.  For instance, there is a mood-sensing retail

device that's personalizing the shopping experience.  It is a powerful tool for any retail business

looking to increase market share and learn more about customers. With increased streams of data
 Jewell 6

to collect, the ability to analyze that data is equally as important.  The internet and technology in

general are making data analytics easier and more sophisticated.  With better analytics, you can

parlay that into strengthening customer relationship management. Mobile communications giant,

O2, uses advanced analytics to power customer retention and improve long-term loyalty. With an

ever-increasing importance being placed on clearly defining KPIs with advanced data, the

options you have available will put companies in a good position to determine the best next steps

for organizations. Clearly, Advances in technology inevitably require new skills.  In some cases,

it will call for the creation of new roles that specialize in those particular areas. With customers

engaging with the world and multitasking on mobile devices, organizational departments are

forced to adapt to these behavioral changes and strategize ways to approach them.  New roles are

being created to ensure that data obtained from social media and mobile devices is translated

effectively and efficiently. For example, the analytical CPO is responsible for taking a data-

driven approach to business decisions.  While there's room for instinctual judgments, the role

must rely on advanced analytics to recommend the right course of action for the organization.

Simply put, the large amount of data coming in from online and offline methods provide market

researchers with a large pool to analyze and formulate strategies with accuracy.  There will be an

increased need to sift through the data and discard the irrelevant parts, but companies can feel

more confident knowing that they’re conducting market research with a solid data warehouse.

The internet has had a major impact on how to approach market research with advanced

capabilities and an evolved approach to data. At this point, the sky is the limit for what's next to

come.  Business owners use the Internet to monitor customer purchasing trends and interests.

To discover what everyday people think about a particular product or service, business owners

can visit online social networking sites and message boards. Taking in this feedback helps
 Jewell 7

business owners make their products better. For example, car accessory businesses can visit car

forums to find out what car enthusiasts want. A business owner can also use the Internet to

connect and communicate with his customers through these same websites.

Ultimately, it's about getting to know customers better.  The internet is making that possible.

Another major advancement that was made in the business industry thanks to the internet

is the broadening of marketing. Marketing is essentially anything a company des to promote its’

business to entice customers and clients to buy from you, including advertising, publicity, sales,

social media, merchandising, and distribution. Fortunately, with the growth of the internet,

companies have two categories of marketing in which to spend your marketing time and dollars:

traditional marketing which is simply the way it was done pre-internet revolution

and internet marketing. There is an ongoing battle about which method is best. The truth is, both

methods can be useful, and there is no reason to choose one over the other. However, the key to

knowing where to spend your marketing time and money is in understanding your target market,

the best way to reach them, and the pros and cons of each type of marketing. Internet marketing

is the process of promoting your product or service online. Internet marketing isn't limited to

online businesses, such as a blogger or an e-commerce store owner. Even brick and mortar

businesses can, and should, use the internet for marketing purposes. Internet marketing utilizes

strategies like a website, search engine optimization (SEO), website banner ads, social media,

pay-per-click advertising, and email marketing. Internet marketing has made reaching a wider

market easier and more affordable. Customer interaction or results are much more measurable

using online-based marketing methods. Companies can see what methods are bringing prospects

and leads to your business and leading to sales and which aren't. This data allows companies to

focus your efforts on what works. It can be accessible to any size business. Decisions can be
 Jewell 8

made using both real data and qualitative results. Qualitative results are descriptive and can give

you an overall picture of your clients. Companies can better identify demographics to better find

and reach your target market. This allows you to target sub-groups of your market for more

effective marketing messages to increase response. Also, Data and results are available

immediately. This gives companies quick feedback on what works and what doesn't so they can

adjust their marketing. Companies can also engage and network with the internet market. Social

media allows you to directly communicate with groups or even individual consumers. It's free,

allows companies to speak to their market, and provides quick feedback on what's working and

what their market likes. Companies have the ability to build direct relationships with their

customers via social media and communities. It also provides the ability to make marketing

message changes on the fly. Businesses also use the Internet to find new customers through

online advertising. Offering text and banner ads on websites as well as informational pieces,

the Internet allows advertisers to reach potential customers quickly and efficiently. Pay-per

click advertisements are distributed on Internet search engines and websites, allowing business

owners to reach potential customers using search terms related to their business. As the

business pays only for each ad click, costs are lower. The affordability and reach of some

Internet advertising puts even the smallest business owner in a position to compete with larger

businesses. Finally, Most of the time using internet marketing is less expensive than traditional

marketing. Some online marketing methods are even free. There's no need to hire outside help.

Many online marketing strategies can be easily implemented by one-person home business.

The final pivotal change that the internet created in the world of business was the

precision and validity of stock predictions and calculations was immensely improved.
 Jewell 9

Some experts expect that digital advances will lead to better communication among disparate

groups, resulting in stronger interpersonal relationships and positive community development. A

number of respondents said that physical barriers to communication and community building

will mostly disappear over the next half century. They are hopeful that greater connectivity will

lead to better collaboration in response to major world problems, more equitable distributions of

wealth and power and easier access to information and resources. Tomas Ohlin, longtime

professor at Linköping and Stockholm universities in Sweden, predicted, “AI will exist

everywhere. The internet will, after a few decades, be replaced by a more value-added surface on

top of our present system. Its governing will be truly decentralized, with participation from

many. Cultural differences will exist on this surface, with borders that will differ from the

present. However, there will not be as many borders as today; this new information society is a

society with flexible borders. Human beings are friendly, and the world we create reflects this.

Communication and contact between everybody is a fundamental and positive resource that will

lead to fewer conflicts.”. Bryan Alexander, futurist and president of Bryan Anderson Consulting,

responded, “I’m convinced we’ll see individuals learn how to use technologies more effectively,

and that collectively we’ll learn how to reduce harm.”. Charles Zheng, a researcher into machine

learning and AI with the U.S. National Institute of Mental Health, commented, “Life will not

qualitatively change much for people in the middle and upper classes of society. The biggest

impact will be to the lower classes and will mostly be positive. The increase in information

gathering in all levels of society will also improve the efficiency of social welfare programs.

Access to information becomes democratized as cities start offering free, basic Wi-Fi and the

government hosts AI educational programs which can teach young people how to find jobs and

access public resources. The increase in networking also makes … social nonprofits more
 Jewell 10

effective at helping the disadvantaged. Government accountability is also improved now that

people at all levels of society can leave reviews about government services online.”. Craig

Mathias, principal at Farpoint Group, an advisory firm specializing in wireless networking and

mobile computing, commented, “Civilization itself centers on and thus depends upon

communication of all forms. The more we communicate, the better the opportunities for peace

and prosperity on a global basis. It would be difficult to imagine communications without the

internet, now and especially in the future.”.

In conclusion, the way we do business has been changed substantially ever since the

inception of the internet. From e-commerce giants like Amazon and eBay making it easier to get

anything, you want online, to regular mom-and-pop stores extending their reach globally,

to bloggers that earn based on their ability to engage an audience, to multi-billion dollar tech

startups. The world is changing rapidly, and more opportunities are being created. Many people

no longer have to depend on their local economy to find work, start a business and earn money.

A world without the internet is almost unimaginable as one scientist said “The only credible

post-Internet visions are all tied to civilizational collapse: zombie apocalypses, global

pandemics, nuclear catastrophes,” he says. “The hidden message in all of those scenarios is that

if the only way to convincingly imagine a world without an Internet is to imagine a world

without civilization, then to a first approximation, the Internet has become our civilization.”. The

internet is clearly a paradigm shift in business specifically as it has completely changed the

industry and the way business is conducted entirely.

 Jewell 11

Works Cited

Snow, Blake. “What Would a World Without Internet Look Like?” The Atlantic, Atlantic Media
Company, 5 Apr. 2016, www.theatlantic.com/technology/archive/2016/04/a-world-
without-internet/476907/.

Hardy, James, et al. “Internet Business: A History.” History Cooperative, 17 June 2020,
historycooperative.org/internet-business-a-history/.

Kenton, Will. “Why Paradigm Shifts Matter.” Investopedia, Investopedia, 29 Aug. 2020,
www.investopedia.com/terms/p/paradigm-shift.asp.

Stansberry, Kathleen, et al. “4. The Internet Will Continue to Make Life Better.” Pew Research
Center: Internet, Science & Tech, Pew Research Center, 9 July 2020,
www.pewresearch.org/internet/2019/10/28/4-the-internet-will-continue-to-make-life-.

Bennett, Madeline. “Remember When Offices Were like This?” The Telegraph, Telegraph
Media Group, 23 Feb. 2017, www.telegraph.co.uk/business/ready-and-enabled/8-old-
ways-working-seem-crazy-today/.

Gregory, Jennifer Goforth. “How the Internet Changed Communication in Business.”

Communication APIs, Contact Center, Business Phone, VoIP, Vonage, 7 Sept. 2017,
www.vonage.com/resources/articles/how-the-internet-changed-communication-in-
business/.