May 2010
Intermediate to advanced
304 pages
7h
English
book
The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World
by Rick Mathieson
Content preview from The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World
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RM: That’s a pretty big statement. Retail brands like Brookstone
are doing that now with a stand-alone virtual storefront. Are you talk-
ing about that kind of initiative?
SV: I don’t know if that’s going to provide the right experience or
not. I think you really have to be in a wider virtual world. Because the
biggest thing that the virtual world can provide, a shopping experi-
ence that the web can’t, is social shopping—which is part of what a lot
of people like to do.
You’re still going to go for efficiencies and order a book from
Amazon. But 3-D will bring some benefit to some types of products
and customer service can be addressed there in a more user-friendly
fashion.
RM: As technologies like Google Earth makes it possible to go into
virtual worlds ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.