Winning e-Brand Strategies: Developing Your Online Business Profitability

Brighty, Martin

ISBN 10: 1904298540 / ISBN 13: 9781904298540

Published by Spiro Press, 2003

Most items will be dispatched the same or the next working day. A copy that has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Signed by Author(Unverified). Seller Inventory # wbs7379371831

Synopsis:

It’s the approach taken to development and marketing in e-commerce that differed from the rest of the market when we started designing our website back in September 1999.

We were a small traditional British business with ambitions to sell our range of Savile Row silk ties around the world. In this book we want to dispel many of the new economy myths, in particular that only those with high marketing and advertising expenditure are absolute winners on-line.
Dean Markham and I developed a website marketing framework to support our Hunters’ tie brand that would achieve the type of site visitors we wanted – focusing traffic – using a technique that Dean has been at the leading edge of for some time in California.

We (LuxuryTies) have won a lot of great search engine rankings using Dean’s website optimisation techniques which, when aligned with our own Hunters’ niche brand development marketing programme, enabled us to mix the latest technology processes with some of the most established business practices.

The idea is to focus on a segment of your total market and create value through a programme of brand evolution and tactical e-commerce development, utilising your own virtual organisational structure to its fullest. You don’t have to be an IT specialist or a business school graduate to do any of this. You just need to know that a system exists, and where and how that system should be used within your organisation’s value chain.

We are always surprised that whenever we ask business schools or business how many have ever heard of the term ‘optimisation’ we get about three hands raised out of thirty people, and yet it’s the key to success. This book describes the biggest lesson we learned in e-commerce – a lesson that led to a fundamental rethinking of our own marketing and brand development programmes. It’s not that difficult to understand providing you take the time to read and think about where and how you can apply this process.
The steps and ideas that we describe in the Hunters LuxuryTies case study are:
· Gaining an intimate knowledge of your market.
· Understanding how to generate added value
· Evaluating and selecting markets
· Brand definition for your segment
· Creating innovation in technology – understanding what applies
· Developing the distribution channel
· Using distinctive capabilities in brand development
· Updating and site content refreshing
· Becoming your market’s authority
· Continual optimisation to meet new market segments and niches

To achieve this we will work with a mix of case study and experience-based analysis, supported by an actual optimisation process that you will be able to follow.

Review: ..becoming your market's authority, you will be able to optimize your website, raising its profitability. -- Exclusive Books, May 2003

..enough meat in this book to give anyone the knowledge they need to put their business online - an enjoyable and fascinating read. -- Better Business Magazine, April, 2003

..the book provides the full range of strategy and technical know-how required for the job. Strategic vision becomes reality. -- MBA Business, Association of MBA's, Spring 2003.

..you're given a unique insider's look at what makes a successful online business . . . by studying a real-life example. -- REVIEW FROM ROBIN NOBLES, ACADEMY OF WEB SPECIALISTS, March 2003

it's a heckuva lot less expensive than the $10,000 or so top marketing pros get for providing the same advice in person. -- Adult Video Network AVN , May 2003

Bibliographic Details

Title: Winning e-Brand Strategies: Developing Your ...
Publisher: Spiro Press
Publication Date: 2003
Binding: Soft cover
Condition: Very Good