: how to succeed in the digital economy by David Soskin

By David Soskin

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It was here that an Englishman and Oxford physics graduate, Tim Berners-Lee (now Sir Tim), invented the World Wide Web (www). This development was, of course, critical to the commercialization of the internet. It was to the internet a devel­ opment of the same magnitude as Gutenberg’s printing press was to the publishing industry. It is a system of interlinked ‘hypertext’ documents accessed via the internet. Hypertext (which had been invented all the way back in 1965) is text dis­ played on a computer with references (hyperlinks) to other text that the reader can immediately access, usually by clicking.

In the chapters that follow, I want to give you an idea of how to gain this edge – making sure that you end up with a net profit. 27 Chapter Two THE CUSTOMERS – BUSINESS MODELS There is only one valid definition of business purpose: to create a customer. Peter Drucker1 The word ‘customer’ is interesting in the context of internet com­ panies. All too often I hear it used very loosely. For some, users and customers are one and the same thing. For example, a user visiting an Amazon website is also an actual or potential customer.

But at Balkan Holidays, they are set up to deal with queries about Plovdiv. And for Balkan Holidays, the Cheapflights destina­ tion pages, covering those six East European countries that they serve – with all those targeted clicks from intending purchasers – are a rich source of potential customers. This is not at all the same thing as affiliate marketing where you simply sign up with third party sites, have no customer relation­ ships and hope for the best. Hatt’s philosophy was simply to delight his customers.

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