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Considering the publishing date, 2000, it isn’t surprising to see that the internet has changed tremendously since then. While a lot of the advice can be applied to businesses as they strive to meet the needs of their customers, much of the advice about navigating the internet is very outdated. The main theme of the recommended business practices: Know your customer/audience and tailor everything toward them. That is excellent advice. The author recommends several ways to really get to know the demographics and needs of specific audiences and consumers. His advice about the internet is to use that information as the main guide in web development. He also recommends doing research on the competition and learning from them as well as finding a way to use their weaknesses. One company’s short-comings can be another company’s strengths. He made one thing clear–putting businesses on the internet goes way beyond simply creating a website. He discussed many ways to reach internet users with branded content. I would recommend the book for some of its business advice, but not for its web advice simply because so much has changed in six years.

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9 responses so far ↓

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  • 5 Unsworth

    Nigel Packer’s book is brilliant and amazingly easy to understand. I learned so much that now my business is taking a turn in the right direction.

  • 6 Tholmer

    This book helped me like no other to expand my business via the internet! Nigel T. Packer takes the reader on an invaluable step-by-step tour regarding how to optimize a commercial website. I guess, executives of small and medium enterprises can have an enormous benefit on this book, without having to be familiar with the technical side of the internet. The book is written in an easy understandable way having no exaggerated technical jargon. Such a useful collection concerning website optimization for small and medium enterprises is unique on the market. Every single chapter is worth reading it!

  • 7 Urena

    I read through other peoples reviews here at Amazon.com and bought this book. But it did not meet expectations at all. If you are a first time net users or are planning to wet your feet in the internet space then may be this book makes sense. But, if you already know the basics and are looking for depth of knowledge, strategic thinking and effective implementation tools for good content management…this is NOT the book. The author probably worked for an ad agency when ad agencies did ‘ business stategy work’…. I strongly recommend Killer Content by Mai-lan Tomsen instead.

  • 8 Eng

    This is a great book that follows the classic rules of brand marketing and updates them for the new medium. It takes a step by step approach to planning, creating, and implementing an effective online advertising campaign. As the author notes, brand driven, bottom line oriented. After all, how can you go wrong with an intro by Leo Burnett!

  • 9 Layson

    This book has some key elements that can be used by alot of sites small and large. Although it may be a bit dated, it goes over elements that people are just learning how to use now. Developing microsites rather than web sites, avoiding banner ads, creating email campaigns, and building an online brand. It’s a solid book with applicable elements if you know how to apply them to today’s web.

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