This pragmatic bestseller in hardcover is a bran-new book and the original new book is sold at usual price RM97.00. Now hardcover here Only at RM28. If you still think "the customer is king," you're falling behind. Today's most powerful growth engine is users--people who interact with a company through digital media and technology even if they have never spent a dime. Become indispensable to users and the profits will follow. By years ahead, the Internet will drive the majority of all consumer purchases in the United States--a figure that will only grow as young people who have never lived without the Internet increase their spending power. The result: there's no longer such a thing as an offline business; every company must have an effective digital strategy to survive. As CEO of the digital marketing agency Huge, Aaron Shapiro goes inside blue-chip companies to advise them on how to thrive in this new business reality. He led an extensive study of the Fortune 1000 and found that the most successful companies focus on users first. Look at Facebook and Google. They built their businesses before they even figured out what they were selling, let alone who their customers were. The most successful companies drive sales by focusing on users instead of just customers. This is a FUNDAMENTAL STRATEGIC SHIFT. Rather than trying to get people to buy stuff online, these companies home in on the user experience. They've realized that building relationships between people and their brand has huge value, even if those users aren't spending a dime on their products (yet). Shapiro argues that every business needs to stop obsessing about customers and start creating powerful user experiences. For instance: ➽ Mint.com made the easiest and most effective interface for controlling your personal finances, and once there, you can follow ads that let you improve your financial performance even more. ➽ And Netflix took down Blockbuster by treating its subscribers as users, not customers. It continually changed and improved its technology to create the best possible experience instead of maximizing rental fees and late fees. Rather than just trying to get people to buy stuff, the companies that truly excel home in on the user experience at every level: ● They focus on their users' true needs: Mint.com made the easiest and most effective interface for controlling your personal finances, and once there, you can follow ads that let you improve your financial performance even more. ● They make their technology disposable: Netflix took down Blockbuster by treating its subscribers as users, not customers. It continually changed and improved its technology to create the best possible experience instead of maximizing rental fees and late fees. ● They market themselves in a way that truly inspires their users. Pepsi redirected its Super Bowl advertising budget to the "Pepsi Refresh Project," a nonprofit, grant-giving program that generated massive free publicity and goodwill. About the Author Aaron Shapiro specializes in helping global organizations embrace digital transformation and build online businesses. As CEO of HUGE, America's fastest-growing digital agency, he drives digital strategy for brands and companies including JetBlue, NBC Universal, Pepsi, Target and TimeWarner. He writes for Adweek and Fast Company.Prior to HUGE, he started technology companies and worked as a venture capitalist and management consultant.He received his MBA from Columbia University and BA from Harvard.
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