Understanding the Internet
A New Way to Market & Brand

Preface

Evaluation of the market control

"Market leaders can be changed..."

New Economic Landscape

"Yesterday:"

open up your mind, and
let me step inside…

Fear and Loathing on the Web
Diamond retailers feel a mixture of fear and anger
They tell consumers Myths that alienate them:

How many people use the Net for research & then actually buy online?

"Once consumers learned & bought..."

Pricescope Traffic Stats

Slide 12

Only 5% buy online.

3/4 of your customers shop in the Net

The New Marketplace: Word gets around

"Mass media SEND messages one..."

Networked conversations are enabling powerful
new forms of social organization and knowledge exchange to emerge

Slide 18

Networked markets are getting smarter, more informed, more organized.
- The Cluetrain Manifesto

People in networked markets know that they get far better information and support from one another than from vendors.

Marketing is a system to protect customers from seeing what is going on inside of your company

"Markets are networked person-to-person"

“Consumers won’t get less educated” – M. Rapaport

Your customers are talking to each other because other customers are the better source of information about your company.

Slide 25

This may sound quite anti-business.

Your markets are there. Where are you?

Branding

"Companies now can to be..."

“Know Thyself”
  Socrates

Marketing to Micro-Communities

Slide 32

Adding Value

Fighting Fear of Flying

Improve consumer confidence

"Make sure you read out..."

“Chat room-visiting jeweler finds bigger market online”- National Jeweler

Pearlman’s Jewelers

Slide 39

Good Old Gold

Slide 41

The Facets Collection

Winfield’s

Slide 44

Los Angeles Vendor - 
loves the Ideal-scope!

Scary part is over. You can come out. It's safe.

"Realize what your niche and..."

2 Web or not 2 Web

"Professional design"

"Be nice."

"80%"

“As your attorney, I advise you to drive at top speed.” - Dr Gonzo