MicroMarketing: Get Big Results by Thinking and Acting Small

MicroMarketing: Get Big Results by Thinking and Acting Small

by Greg Verdino
     
 

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Every day the world sees 1 million new blog posts, tens of millions of tweets, hundreds of millions of new pieces of Facebook content, and more than 1 billion YouTube videos.

Where does your brand fit in?

In our age of information saturation, consumer attention is the scarcest commodity of all—which makes your job tougher

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Overview

Every day the world sees 1 million new blog posts, tens of millions of tweets, hundreds of millions of new pieces of Facebook content, and more than 1 billion YouTube videos.

Where does your brand fit in?

In our age of information saturation, consumer attention is the scarcest commodity of all—which makes your job tougher than ever. How do you thread your messages through billions of bite-sized information snapshots to reach the right people? One thing’s for sure, you’re not going to succeed using traditional approaches. Mass marketing is dead; the next big thing is indeed very small.

microMARKETING empowers you to rethink, retool, and revitalize your marketing strategies to take full advantage of the opportunities created by the microcontent explosion. A pioneer in the world of microcontent marketing, Greg Verdino helps you create a strategy that emphasizes relationships over reach, interaction over interruption, and social networking over broadcast networks.

You’ll find the answers to today’s toughest questions:

  • How do I earn the attention of the right influencers and my core customers?
  • How do I really build my brand one blog post, one video clip, or even one tweet at a time?
  • How do I achieve massive scale when mainstream media is losing ground to consumer content creators and peer-to- peer distribution?
  • How do I strike a balance between tapping into today’s biggest marketing trends without losing sight of the little things that matter?

When one door closes, another opens. Mass marketing is no longer a viable marketing strategy and, likely, never will be again. Micromarketing, though, enables you to resonate with consumers in compelling new ways and achieve the big results that no longer seem possible with traditional approaches.

It’s time to start building your brand, finding new customers, establishing relationships, and getting real results on this exciting new frontier. microMARKETING will show you the way.

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Editorial Reviews

Publishers Weekly
In his first book, industry veteran Verdino argues that the gold standard in advertising is no longer the Superbowl spot, but rather DIY viral efforts aimed at generation-Y. Urging companies to "market smarter," Verdino describes how Proctor and Gamble spent millions in a failed attempt to launch an online brand of personalized cosmetics while an unknown make-up artist turned how-to videos on YouTube into a successful partnership with Sephora. Authenticity is key, and large companies are jumping on the brand wagon, developing ingenious methods of connecting with this coveted consumer group. Ford Motors, for instance, hoping to make the Fiesta cool to this generation, loaned the cars to 100 young social media mavens as a means of "building evangelism, generating buzz, and sparking a movement" (drivers were required to compete in themed challenges, like poetry slams and star sightings). It's an interesting glimpse into the persuasive forces of constant contact, and an up-to-the-microsecond guide to new media marketing, but in Verdino's world, every relationship has commercial potential; the idea that there might be a pure human interaction seems never to have occurred to him. (Sept.)
Library Journal
In this clear, easy-to-read volume, Verdino, vice president of strategy and solutions at the social marketing company Powered, Inc. argues against "intrusive" marketing that interrupts and annoys, such as mass-media advertising and pop-up windows, and in favor of marketing based on trust and relationships. Although Verdino sometimes repeats himself, he accompanies his thoughts with a variety of enlightening examples from companies large and small, demonstrating the components of successes and failures and showing how a company can build brand awareness through authentic campaigns that target well-connected customers or through highly attentive customer service. The last chapter invites reflection on each previous chapter through open-ended questions and space to respond; Verdino provides his email address and other ways for readers to obtain further guidance. VERDICT Recommended for its extension of "buzz marketing," but it might overlap with Shama Hyder Kabani's The Zen of Social Media Marketing. However, while Kabani's book seems better suited to practitioners, Verdino's illustrative examples would appeal to both practitioners and academic libraries.—Heidi Senior, Univ. of Portland, OR

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Product Details

ISBN-13:
9780071702485
Publisher:
McGraw-Hill Education
Publication date:
06/18/2010
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
288
File size:
2 MB

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