Chapter 1. Swimming in the Digital Sea


  • Understanding the Impact of Data Democracy

  • Recognizing Customer Empowerment and Why It Matters

  • Building an Online Strategy Based on Evidence instead of Hype

  • Seven Basic Principles of Effective Online Marketing

The Web is a powerful platform. Consumers can now seek advice from other consumers, search, sort, and filter product options, find the lowest prices, and navigate past sales and marketing hype. The Web is therefore unfamiliar territory for marketers trying to understand customer behavior. It was easier to interact with customers in a store environment than on the Web where it's harder to measure customer satisfaction. How do you know if you're satisfying customers when you don't see or talk to them? What does it mean when someone comes to your Web site and leaves in 20 seconds?

This chapter addresses the basic realities that define the competitive landscape on the Web, where attributes such as transparency, clarity, and ease of use can drive more sales than a prized location or an elaborate pitch. We also explore seven principles of effective online marketing, including the importance of using empirical observation to drive your online strategy and decisions.

This chapter explains why it's worth going through the time and effort to make your online marketing measurable and accountable with Google Analytics. If you don't take this necessary step, your competitors will.

Understanding the Impact of Data Democracy

In 1983, a young ...

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