Description
"What's the one thing companies care about?
Conversion. Getting potential customers to convert into real,
actual, customers. But how do you do that in a world of Facebook,
Google, YouTube, blogs, and Flickr? Mike Moran shows you
how—by trying lots of little things, studying the results,
learning quickly from your failures, and doing it all over again.
He gives you a framework for getting over your fears of talking
with your customers without a committee to protect your behind.
Great book." –Robert Scoble Start Fast, Fix Fast, and Fix Again:
Marketing for Breakthrough Results For decades, marketers have been taught to
carefully plan ahead because “you must get it
right–it’s too expensive to change.” But, in the
age of the Web, you can know in hours whether your strategy’s
working. Today, winners don’t get it right the first time:
they start fast, change fast, and relentlessly optimize their way
to success. They do it wrong quickly…then fix it, just as
quickly! In this book, Internet marketing pioneer
Mike Moran shows you how to do that–step-by-step and in
detail. Drawing on his experience building ibm.com into one of the
world’s most successful sites, Moran shows how to quickly
transition from “plan then execute” to a non-stop cycle
of refinement. You’ll master specific techniques for
making the Web’s “two-way marketing conversation”
work successfully, productively, and profitably. Next, Moran shows
how to choose the right new marketing tools, craft them into
an integrated strategy, and execute it…achieving
unprecedented efficiency, accountability, speed, and
results.
The indispensable online marketing guide
for every CMO, brand marketer, direct marketer, online marketing
specialist, strategist, and entrepreneur
Learn more from your customers–and
learn it faster
Systematically measure online marketing
results–and improve them
Create deeper relationships with your
customers on the Web
Leverage podcasting, social networks,
wikis, virtual worlds, search, viral marketing, blogs, and other
new tools
Build a lean, mean conversion
machine
Preview new innovations you’ll be
implementing next year and the year after
Overcome the organizational, political,
and personal obstacles that keep marketers doing things the
“old-fashioned” way
Foreward xv Preface xvii Acknowledgements xxiii About the Author xxvii Part 1: That Newfangled Marketing
1 Chapter 1: They’re Doing Wonderful
Things with Computers 3 Chapter 2: New Wine in Old Bottles 21 Chapter 3: Marketing Is a Conversation
55 Part 2: That Newfangled Direct
Marketing 103 Chapter 4: Going Over to the Dark Side
105 Chapter 5: The New Customer Relations
149 Chapter 6: Customers Vote with Their Mice
211 Part 3: That Newfangled You
253 Chapter 7: This Doesn’t Work for Me
255 Chapter 8: This Won’t Work Where I
Work 275 Chapter 9: This Stuff Changes Too Fast
315
Glossary 335
Video blogger of the Scoble Show and Co-author of the top-selling
corporate blogging book, Naked Conversations
Index 365
Books 
IBM Press
Exclusively Paid 
11h 57m 
No Certificate 
408 pages -
TypeBooks
-
ProviderIBM Press
-
PricingExclusively Paid
-
Duration11h 57m
-
CertificateNo Certificate
"What's the one thing companies care about?
Conversion. Getting potential customers to convert into real,
actual, customers. But how do you do that in a world of Facebook,
Google, YouTube, blogs, and Flickr? Mike Moran shows you
how—by trying lots of little things, studying the results,
learning quickly from your failures, and doing it all over again.
He gives you a framework for getting over your fears of talking
with your customers without a committee to protect your behind.
Great book."
–Robert Scoble
Video blogger of the Scoble Show and Co-author of the top-selling
corporate blogging book, Naked Conversations
Start Fast, Fix Fast, and Fix Again: Marketing for Breakthrough Results
For decades, marketers have been taught to carefully plan ahead because “you must get it right–it’s too expensive to change.” But, in the age of the Web, you can know in hours whether your strategy’s working. Today, winners don’t get it right the first time: they start fast, change fast, and relentlessly optimize their way to success. They do it wrong quickly…then fix it, just as quickly!
In this book, Internet marketing pioneer Mike Moran shows you how to do that–step-by-step and in detail. Drawing on his experience building ibm.com into one of the world’s most successful sites, Moran shows how to quickly transition from “plan then execute” to a non-stop cycle of refinement.
You’ll master specific techniques for making the Web’s “two-way marketing conversation” work successfully, productively, and profitably. Next, Moran shows how to choose the right new marketing tools, craft them into an integrated strategy, and execute it…achieving unprecedented efficiency, accountability, speed, and results.
The indispensable online marketing guide for every CMO, brand marketer, direct marketer, online marketing specialist, strategist, and entrepreneur
Learn more from your customers–and learn it faster
Systematically measure online marketing results–and improve them
Create deeper relationships with your customers on the Web
Leverage podcasting, social networks, wikis, virtual worlds, search, viral marketing, blogs, and other new tools
Build a lean, mean conversion machine
Preview new innovations you’ll be implementing next year and the year after
Overcome the organizational, political, and personal obstacles that keep marketers doing things the “old-fashioned” way
Foreward xv
Preface xvii
Acknowledgements xxiii
About the Author xxvii
Part 1: That Newfangled Marketing 1
Chapter 1: They’re Doing Wonderful Things with Computers 3
Chapter 2: New Wine in Old Bottles 21
Chapter 3: Marketing Is a Conversation 55
Part 2: That Newfangled Direct Marketing 103
Chapter 4: Going Over to the Dark Side 105
Chapter 5: The New Customer Relations 149
Chapter 6: Customers Vote with Their Mice 211
Part 3: That Newfangled You 253
Chapter 7: This Doesn’t Work for Me 255
Chapter 8: This Won’t Work Where I Work 275
Chapter 9: This Stuff Changes Too Fast 315
Glossary 335
Index 365
