The Nine Success Principles of Japan's Greatest Swordsman, Musashi Miyamoto.pdf
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Transcript of Brought to you in association with Nine Web Marketing Principles.
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Nine Web Marketing Principles
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Webonomics
This section is based on the book Webonomics by Evan I. Schwartz
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1. Quality of Experience
It is the quality of the experience that counts, not the quantity of visitors
What will cause people to come back?
Don’t just supply electronic information, create an online community
The web is not a mass medium: it’s an interactive, personal, niche medium
News and information services will only be profitable by inventing and charging for value-added services.
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2. Use the Web for Results
Marketers shouldn’t be on the web for exposure, but for results.
Web picks up where traditional advertising stops.
• Web ads must link to in-depth product information
Like a human sales person:
• Learn about customers’ preferences
• Provide service
• Generate future sales
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2. Use the Web for Results
Mass media pushes; on the web, we pull.Web consumers seek info from marketerGetting your message out requires the consumer’s consent.
CPM doesn’t work; web marketers must attract smaller numbers of qualified consumers4 Ways to Promote site:
leverage traditional mediagarner press attentionhyperlinks to other sitebuy electronic ads
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3. Compensating Consumers
Consumers must be compensated for disclosing data about themselves
Concerned about privacyWill trade valuable information if the deal is favorable
Getting consumers to register their names requires something significant in return
Personalized newsEntertainment, adviceMembership in online community
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3. Compensating Consumers
Use collected information to provide the consumer with a tangible benefit
Directly targeted adsProvide discounts and rebates for vital demographic and psychographic infoLimits:
Inform if you will sell infoDon’t solicit info from childrenLet consumers opt out
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4. Information Rich Products
Consumers will shop online only for information-rich products
Information sells products on the web
Stock site with facts, news, knowledge, wisdom, and advice about products
Geography is irrelevant; Cyber-malls won’t succeed
Succeed by providing a broader selection, superior product expertise, below retail prices
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Which is information-rich?
Ford Taurus
Coca Cola
Anne Rice’s latest novel, Pandora
New house
Pamper’s
A new Dell Computer
Pringle’s Potato Crisps
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Information Rich Products
What is the nature of the offering? Is it a physical product, a physical service, a virtual service, or intellectual property?
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5. Self-Service
Self-service provides for the highest level of customer comfort
Increased comfort, control, and convenienceWeb is always open
Travel reservations, at home banking, self-service shippingCuts down on customer service costs
Human service personnel will be free to focus on higher level tasks
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6. Value-Based Currencies
Value-based currencies enable sites to create their own monetary system
Monetary systems that reward loyal customers with points that can be redeemed later for real goods and services
e.g., frequent flyer miles, access time
Cyber cash, micro-payments are failing to catch on
Trust is the most valued commodity
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7. Trusted Brand Names Matter
With fly-by-night organizations abundant on the web, a trusted brand name matters
Major brand names are up for reevaluation on the web
Being the first to do something is a great way to establish a brand name
Companies that establish a strong affinity with customers can establish an online community of interest around their brands
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8. Small Business can Compete
Even the smallest business can compete in the Web’s global “Marketspace”
Any business can go global with unprecedented ease and low cost
Well designed storefronts enable small companies to act “big” and enable big companies to act as if they are as flexible and responsive as startups.
Language matters
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9. Agility Rules
Agility rules: web sites must continually adapt to the market
Competitive advantage may only last a few weeks or monthsTake feedback, and respond promptly and seriously to what you hearAdd new features regularlyRecognize that disruptive technologies alter the way the web economy works. How will you capitalize on these technologies?
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