This book is a guide to succeeding in today’s business world, the marketing rules of which have been forever changed by the collective power of the online consumer.
At the end of this book you will find a guide that summarizes the action recommendations covered in this publication. It takes you through the strategy development and implementation process step by step, and poses the questions that you need to answer to build a successful emarketing approach, or an entire ebusiness. Although you will learn the essential tactics for mastering every element of the emarketing landscape, this book is about marketing strategy, not about web technology.
You can learn technical hints, tips, and website optimization secrets from my seminars or from hundreds of other sources. But there is little point in building a website or fine-tuning your emarketing tactics unless your strategy is right in the first place. To build a competitive strategy to capture the loyalty of your online consumers requires rethinking your vision for your business from the ground up. It also requires an intimate understanding of what this online environment is all about, from the perspective of your business, from your competitors’ point of view, and particularly in the eyes of your target customers as individuals. Without those insights, you cannot begin to put together a digital strategy that has any hope of succeeding.
This book will provide you with the insights and inspiration, as well as the step-by-step processes, to succeed in marketing to the new consumer.
Wherever it is necessary to dip into technical detail I do so in laypersons’ terms. A glossary is included at the back of the book for easy reference and for clarifying any term that is not clearly defined in the text.