《The E-Commerce Pocketbook》摘要

Definition: By connecting to a standardized network we can find information, buy and sell quickly and easily, with lower process and administration costs.

Some of us will never wish to go online.

Internet time is said to run seven times faster.

Develop online self-help customer service for simple, routine questions. Save staff resources for tougher, one-off customer concerns.
飞叔：不需要创造力的工作就应该交给电脑，每次看见客服MM们不断背书一样的重复我都会不舒服啊。

Log files know everything. It's a goldmine on how your customers use your online channels: Who came in and the website they came from; The route they took around the site; The products they looked at and the products they bought.
飞叔：难啊，对于中小型企业来说，一方面不可能聘用到有经验的数据分析师；另一方面也收集不到足够的信息样本。

Human beings are naturally curious. We like picking up stones to see what's underneath, and we like clicking buttons and switches to see what happens.

Smaller product niches become profitable when the niche expands globally.

Viral Marketing: Virtuous circles develop faster online because it's quick, inexpensive and easy to contact friends and colleagues.
Wiki: Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth or enhanced by the network effects of the Internet.^[1] Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or text messages.
The goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time.

Give away, and give away some more. (But charge a small, token, price, like email address)

Start small, try out ideas and move on quickly.
The fastest, smallest and smartest products have a short shelf life.
Wiki: In marketing, first-mover advantage or FMA is the advantage gained by the initial ("first-moving") significant occupant of a market segment. This advantage may stem from the fact that the first entrant can gain control of resources that followers may not be able to match.^[1] Sometimes the first mover is not able to capitalize on its advantage, leaving the opportunity for another firm to gain second-mover advantage.
Originally made apparent by the ever booming Internet phenomenon, it has recently been on the decline due to the recent economic downturn. It is important to note that the first-mover advantage refers to the first significant company to move into a market, not necessarily the first company. In order for a company to try and become a first-mover that company needs to figure out if the overall rewards outweigh the beginning/underlying risks. Sometimes first-movers are rewarded with huge profit margins and a monopoly-like status.

Give customers as many good ideas as possible, even note quite finished ideas. The web has created the Beta version, try it.
飞叔：这就是敏捷实践啊，其实非技术界的人才是敏捷方法的创造者。

Customers think about the end product. The meal, not the raw ingredients. So when companies structure themselves around products, thinking about management structure, production and sales teams or distribution channels, customers don't think this way. Never have done, never will do.

Disintermediation allows businesses to handle customer of almost any size or value. All to All trading becomes a practical reality.
Wiki: In economics, disintermediation is the removal of intermediaries in a supply chain: "cutting out the middleman". Instead of going through traditional distribution channels, which had some type of intermediate (such as a distributor, wholesaler, broker, or agent), companies may now deal with every customer directly, for example via the Internet. One important factor is a drop in the cost of servicing customers directly.
Disintermediation initiated by consumers is often the result of high market transparency, in that buyers are aware of supply prices direct from the manufacturer. Buyers bypass the middlemen (wholesalers and retailers) in order to buy directly from the manufacturer and thereby pay less. Buyers can alternatively elect to purchase from wholesalers. Often, a business-to-consumer electronic commerce (B2C) company functions as the bridge between buyer and manufacturer.

We all read differently online.
We read books from cover to cover whereas online we follow the most interesting link in a non-linear structure.
飞叔：接触互联网之后，本叔智商至少骤降 68 点，从大天才级别跌至普通天才级别……如今已经失去了阅读纸本书籍和提笔写字的能力……

It's spam when:
The recipient's permission has 'decayed'. If it's been a while since permission was given, or since the last e-mail, the recipients may either have forgotten that they gave their permission or have withdrawn it.
Permission if abused by writing too often.

Provide editors and journalists with discrete areas of a company website. Give them the facility to download ASCII text versions of your press releases and to download low, medium, and high resolution photos to accompany stories.