New PDF release: Location is (Still) Everything: The Surprising Influence of

By David R. Bell

Traditional knowledge holds that the web makes the realm flat and decreases friction by means of erasing the influence of the actual international on our purchasing habits.

But Wharton professor and advertising specialist David R. Bell argues that the way in which we use the web continues to be principally formed by means of the actual global we inhabit.

Anyone can go browsing and purchase a couple of jeans—but the possibility that we are going to accomplish that relies to an important measure on the place we are living. The presence of shops within reach, stylish and pleasant buddies, and native revenues taxes, between different components, play a severe position in our choice making by way of procuring on-line. Our willingness to go looking for and devour details additionally is dependent upon the place we are living and whom we are living subsequent to.

In Location Is (Still) Everything, Bell bargains a desirable, in-depth examine on-line trade and retailing via his years of analysis, making an investment, and advising event.

His precise GRAVITY framework is a robust and sensible device that makes use of basic human behaviors and location-based stipulations to provide an explanation for how the genuine and digital worlds intersect — and what web needs to do with a purpose to prevail. marketers, managers, scholars, and traders will all reap the benefits of knowing how and why we use the web to look, store, and promote.

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Additional info for Location is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One

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You see her on one morning television show and then hear her laughing on the radio the following evening. By next week, the show bookers have moved onto other authors and actors. Know your story’s shelf life, and be prepared to pounce on the next hot topic. qxd:Layout 1 7/31/08 4:52 PM Page 42 Dirty Little Secrets of Buzz ★ 42 “Blogger” is perhaps one of the most unpleasant and goofy names imaginable. Despite this, those who write for a living on the Internet (and those who write for the hell of it—the vast majority) play a crucial role in the growth of any buzz campaign.

People don’t act like sheep. Buzz is always far more dynamic and sometimes unpredictable. Instead, you may have done a search for “guy talking about dynamic fame,” and my site popped up on the results page. That’s smart marketing. We’ll talk in detail later about exactly how to position a web page, but for now it’s enough to know that you should include likely keywords on your site. Include phrases that visitors would likely use to find you after hearing you on the radio or seeing you on TV. Repeat them—on different areas of your website—at least three times so that the search engine “realizes” they are relevant terms and not just background noise.

Great back story and a buzzworthy product. ★ 2. Build on an existing story. Unless your name has “President” in front of it or you’re already an established star in some medium, chances are pretty good the media won’t let you create stories from scratch. You might be able to if there were an absolutely amazing hook or an especially brilliant idea, but it wouldn’t be easy—and I’m all about keeping things easy. Find an existing story, something that people care about and the media has its beady eyes on, and then find a unique angle.

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Location is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One by David R. Bell

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