Chapter 1
Introduction
“For many, Internet access is no longer a luxury, but a necessity; it has become an obligatory component for economic, political, cultural, and individual representation and empowerment.
E. B. WEISER, PSYCHOLOGIST1
Since so many of our daily activities take place online, it is now harder than ever for businesses to grab, hold and convert their customers’ increasingly fragmented attention. Those that do succeed are the brands that understand their customers’ needs and can deliver the solutions to their problems in a frictionless way. Whatever your business, whomever you’re targeting, to succeed online there are three fundamental principles you must be able to fulfil:
1 Know who you’re targeting
Understand the universal, ...
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