Alarms are being sounded all over the country, IDF fighters are deep in the territory of the Gaza Strip, and the news reports do not stop coming. This is exactly the time when the Internet, which in recent years has become a phenomenon deeply rooted in our way of life, is becoming more and more relevant.
"During an emergency, many citizens turn to the Internet to fulfill various needs," states Dr. Hanan Neve, Head of the School of Communication at Sapir Academic College. Dr. Neve, in a one-of-a-kind study (and almost rare in our districts) published by him in February 2008, referred at length to the characteristics of internet surfing in Israel during wartime.
Between a solid cliff and war in the Balkans
According to him, not only is surfing the Internet an interesting research phenomenon in times of war, but it crosses countries and sectors. Dr. Neve points out in his article that very similar data were found in media studies that examined network traffic near the war in the Balkans in the 1990s, after the events of September 11, during the war in Iraq, and even after non-war events such as Hurricane Katrina. Well, Israel is no different. Dr. Neve's research, which examined internet traffic in Israel during the Second Lebanon War, shed light on how we consume information and services online when the guns are roaring and the muses are silent.
The researcher did examine the issue from an emotional point of view, and examined how Israeli surfers found in the network a social ground for sharing experiences and mental support, but things are of course also clear from the business aspect. In simple words, the network's ability to make businesses available even when their owners have to stay with their family members in the protected space, once again testifies to the importance that lies in establishing a website.
From virtual stores to restaurant deliveries
Let's examine the issue regarding the activity of food marketing chains on the Internet during wartime. In an article published a few days ago in the economic magazine "The Marker" (19.7.2014), it was reported that food chains that also operate an online purchase platform recorded an increase of about 40% in the volume of online orders during the days of the sale. Also, the data indicated that the increase in the rate of online sales increased the closer the area was to the fence.
In the southern district, where the danger of leaving the house became particularly tangible, food chains that operate a virtual store registered an increase of about 70% compared to the previous month. Some even reported that they were required to increase the staffing of the messengers in order to meet the load and demand.
The same picture is emerging in the restaurant industry as well. According to what was said by the CEO of the delivery website, Mr. Daniel Rahami, you can see a real increase in the amount of orders via the Internet since the alarms started. Considering the fact that restaurants report an unprecedented decrease in revenue (at a rate of about 30-40%), there is no doubt that the power of the chain shines like the interception of an iron dome in the sky.
In simple words, it is easy to see that setting up a website for a business is not just a matter that helps to increase financial activity in routine times. In fact, there are many situations where a virtual store or an online business shows impressive output when "traditional" platforms left behind.
A business website and not only during wartime
First, business owners who operate an online branch benefit from the fact that their business does not stop operating even outside of regular business hours. Also, a business website makes it possible to present relevant information to surfers in a modular manner while emphasizing certain elements. For example, when the business owner wants to promote a unique promotion (for example – a special discount due to the "Tzuk Eitan" promotion for residents of the south), or if there is a current trend that must be addressed (launching a new product in honor of the holidays on a tourist website).
An online store also allows the business owner to offer his merchandise 24/7 regardless of opening and closing hours. Customers who wish to receive more information can contact the business directly at any time (and based on filling out an application form that goes directly to the relevant email).
Another important advantage of the Internet lies in its ability to adapt itself to changing times easily and without much investment. Unlike businesses whose annual success depends on parameters that are not directly related to them (such as weather or a military operation), a business website is available for the benefit of surfers continuously and without failures. Moreover, more and more Israelis have increased their online activity in recent years and find an address on the Internet to locate information, services and products.
A special project that was published in the economic magazine "Globes" (March 2014) leaves no room for interpretation. According to the study conducted by Globes' economic experts, with the help of official data on the scope of credit card purchases in Israel, online purchases jumped in 2013 to an amount of approximately four billion shekels. This, compared to about two billion shekels (only) two years earlier.
at the end of the day.
During the fighting in Operation Protective Edge, there were significant changes in the way Israelis consume services and products. Among other things, the network's role as a demilitarized commercial zone that enjoys peace without alarms is especially prominent. In fact, the availability of the network during the fighting testifies not only to the great business significance that a website has in times of crisis. That is, a business website, which is promoted with the appropriate keywords and addresses exactly the relevant target audience, significantly expands the visibility of the business and significantly improves its financial turnover.