Building Brandwidth: Closing the Sale Online | Sergio Zyman, Scott Miller

Building Brandwidth: Closing the Sale Online | Sergio Zyman, Scott Miller | Outstanding, but not original

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Building Brandwidt...

	Building Brandwidth: Closing the Sale Online Sergio Zyman, Scott Miller Amazon Remainders Account, 2000 - 256 pages average customer review:based on 8 reviews view larger image
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Ex-chief office manager marketing from Coca Cola explains in this book the ins and outs of marketing on the internet. Why doing it? Why don't? It's absolutely worth its price twice. GO GET IT!

Count Online Success in Sales Dollars--Nothing Else

I'm glad I listened to the three-hour abridged tape set while driving in the car, rather then spend even more time focused on reading the book.

There's not much new material here, but the main point of Brandwidth: Closing the Sale Online is earthshaking! When counting online success, only dollars count--not hits, visits, looky-lous--just sales revenue.

For that point alone and all the supporting information, listening to this abridgement was worth my time.

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Outstanding, but not original

Many dot-coms have failed and there have been periods where the fallout has been great. Enter the author, Sergio Zyman. Sergio Zyman introduces the concept of building "brandwidth." Building Brandwidth is defined as a company creating a structure of brand meaning and power through constantly adding value to the relationship the companies' brand and business has with each of its customers. This relationship builds gradually, according to the author, with each contact or usage. The author sees this practice as not being just for dot-coms, but can be applied to all businesses.

In order to build brandwidth, one must learn:
· The three phases of e-marketing from the beginning to now, with an interesting look at the future.
· The need to differentiate between getting hits on a site and generating sales, and by utilizing "building brandwidth." By specifically adhering to the principles of presence, relevance, differentiation, credibility, and imagery, a company can close the gap between hits and sales.
· Learn the secret to speed in e-Marketing and learn how to go beyond just being the first.
· The "Return of the Merchant" and the personalized "merchanting" all customers used to receive as a matter of course. Learn to sell what customers want to buy. Focus on selling customers more, and business should multiply.

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