The Magnet Effect: Attracting and Retaining an Audience on the Internet Today, Tomorrow, and in the Future

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9780071348034: The Magnet Effect: Attracting and Retaining an Audience on the Internet Today, Tomorrow, and in the Future

Everyone in business today knows that the Internet is one of the fastest growing mediums ever developed, but unfortunately everyone is looking for the Rosetta Stone that will show them what is to come and how they should position their businesses for whatever the future holds for the Net. This work seeks to answer some of these questions. Jesse Berst writes from the point of view that the future of the Net will be profoundly changed by such things as cheap PCs, ubiquitous handhelds, voice and gesture recognition, anytime/anywhere wireless connectivity, global positioning, home networks, and more. Like other Net gurus and guides, Berst provides a snapshot of the Net and current tendencies, and extrapolates them to the horizon. Unlike others, he gives readers techniques they can use to predict what's coming next in time to prepare and profit. The "magnet effect" is the ability to attract and retain an audience. He explains how to spot the first domino in a technology chain, and then he shows how once that domino falls, there is a predictable sequence of events that will follow. This is all essential, he says, for putting the "magnet effect" in place.

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From the Back Cover:

[Flap Copy] "...about 51 million people in the U.S. are on the Internet, and that number will double to 100 million in the next 5 years. Name another hobbyaeor anythingaethat is going to double in that time frame, let alone double from 50 million to 100 million."aeUSA Today Business people everywhere know that the Internet is one of the most powerful and fastest growing mediums ever developed, and that "success on the Net" is going to be crucial for their enterprise. But how do you tap into the Net's vast market and position your company for future opportunities? In The Magnet Effect, Jesse Berst, the most widely read Internet analyst and highly respected industry expert, provides a dynamic framework for understanding the Net and using it to achieve business success. He shows you how to apply "The Magnet Effect" to attract and retain an active Internet audienceaeby keeping your company and its site constantly focused on customer interests, needs, and buying habits. Berst charts all the current Net trends and tendencies...and equips you with methods for predicting what's coming in time to prepare and profit. The Magnet Effect will tell you how to: · Wire Your Mind for the Webaeby noting changes in the business landscape, such as shorter product cycles, less free time, information overload, disappearing barriers, and informed consumers. · Use the Magnet Effect to Build an Audience--by first aggregating customers and then looking for products and services to sell them. · Keep Customers with Spiral Marketing--by building lifetime relationships with TV, print, radio, outdoor merchandising, Web sites, trade shows, PR, and more. · Make the Email Connection--by using the power and popularity of email as a tool to close the Spiral Marketing loop. · Cash in on Ecommerce--by enabling customers to buy products and services online, whenever and wherever they want. · Predict Change with the Domino Effect--a three-step process for determining when a market is ready to ramp up. · Capitalize on Markets in Waitingae such as handheld computing devices, invisible computing, and interactive TV. · Engage in Business-to-Business Ecommerce--by selling products and services to companies online, anywhere in the world. Packed with revealing stories about all the leading players in the Internet arenaaefrom Microsoft to Amazon.com to YahooaeThe Magnet Effect is now the best available guide for preparing yourself and your company to do business on the Net, and for predicting where this powerful medium is heading. About the Author Jesse Berst is one of the most popular and respected technology columnists in the world today.He is featured regularly on Bloomberg radio, and his weekly column will soon appear in Gannett newspapers nationwide. Mr. Berst also has keynoted the Seybold Seminars, Comdex, and other leading industry seminars and conferences. [Back Cover Copy] Let the Foremost Internet Authority Wire Your Mind for Business Success on the Web and Help You Attract and Retain Loyal Customers.

Whatever the size of your company, wherever you're located, whatever products and services you sellaethe future of your business is going to depend on whether or not you succeed on the Internet. Right now, your competitors across the country and around the world are using the Net to aggressively promote their businesses...discover new markets and customers...develop innovative e-commerce strategies and tactics...and capitalize on new technological breakthroughs.

The Magnet Effect, written by Internet guru Jesse Berst, takes you into the vital center of this dynamic and rapidly expanding Internet worldaeand provides a blueprint for using the "magnet effect" to attract and retain Net customers for your business. Berst charts the major characteristics and tendencies of the Internet and equips you with techniques you can use to spot the trends, forecast the domino effects, and position yourself to seize opportunities.

Filled with vital details on where the Net is heading, The Magnet Effect offers you: · Cutting-edge guidance on how the Internet is totally changing the business landscape and how you can harness these changes to generate big-time sales and profits · Surefire methods for reinforcing Net customer relationships through TV, print, radio, outdoor merchandising, trade shows, PR, Web sites, and email · Instructive case histories and examples of the most successful Internet companies, such as Microsoft, AOL, Amazon.com, Yahoo, Nike.com, Quicken.com, eBay, and more

If you're serious about achieving "success on the Net," you simply must turn to The Magnet Effect for solid advice on growing your Internet business. This on-target book will free you from "brick-and-mortar" thinkingaeand lead you into today's real world of versatile PCs, go-anywhere handhelds, voice and gesture recognition, wireless connectivity, global positioning, and home networks. With The Magnet Effect as your guide, success on the Internet is just a few clicks away!

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