MicroMarketing: Get Big Results by Thinking and Acting Small

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Overview

Praise for microMARKETING

“Greg presents the greatest hits of social media marketing, a litany of stories designed to persuade you to

stop demanding the web conform to your desire for mass—and instead realize that mattering a lot to a few

people is worth far more than mattering just a little to everyone.” —SETH GODIN, author of Linchpin

“Micromarketing is big marketing. Now

anybody can dominate a market. Especially you.

So what are you waiting for?” —DAVID MEERMAN SCOTT, bestselling author of

The New Rules of Marketing & PR

“Makes the case for the death

of mass marketing in a

compelling way.” — AL RIES, coauthor of

War in the Boardroom

“microMARKETING offers a hopeful vision for anyone who has ever had to create a great

marketing plan without a million-dollar budget or an army of resources.” —ROHIT BHARGAVA, author of Personality Not Included and senior vice president

at Ogilvy 360 Digital Influence

“Shows how big became passé and

proves that in our overhyped society the

teeniest push is the way in.” —RICHARD LAERMER, author of 2011

and CEO of RLM PR

“Follow Greg’s seven shifts from

mass to micro and you’ll be a

micromaven, capturing the attention

of your audience, before you know it.” —DONNA M. TOCCI, Director,

Web/New Media, Ingersoll Rand

“Filled with fresh strategies for engaging

fragmented markets and frazzled customers.” —JILL KONRATH, bestselling author of

SNAP Selling and Selling to Big Companies

“Hits the nail on the head: social media efforts

should put a face on the company and not focus

on the tools.” —THOMAS HOEHN, Director, Interactive Marketing,

Eastman Kodak Company

“A must-read for anyone in marketing

or technology.” —DARREN HERMAN, Chief Digital

Media Officer, kirshenbaum bond

senecal + partners

“Will help businesses move from a fading era of

mass marketing to embrace a meaningful genre

of micro collaboration that builds macro markets.” —BRIAN SOLIS, author of Engage and

founder of BrianSolis.com

About microMARKETING

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.

Greg Verdino is vice president of strategy

and solutions at Powered, Inc., a full-service

social media agency. He has 20 years

of experience in marketing and related fields

and has advised such clients as American Airlines,

American Express, Coca-Cola, Ford, and

Panasonic. Verdino has been profiled in and

quoted by many business and news media, including

Advertising Age, Adweek, Forbes, The

New York Times, and The Wall Street Journal.

He lives in Huntington, NY.

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

Product Details

ISBN-13: 9780071664868
Publisher: McGraw-Hill Companies, The
Publication date: 7/19/2010
Edition number: 1
Pages: 288
Sales rank: 504,748
Product dimensions: 6.30 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Greg Verdino is vice president of strategy

and solutions at Powered, Inc., a full-service

social media agency. He has 20 years

of experience in marketing and related fields

and has advised such clients as American Airlines,

American Express, Coca-Cola, Ford, and

Panasonic. Verdino has been profiled in and

quoted by many business and news media, including

Advertising Age, Adweek, Forbes, The

New York Times, and The Wall Street Journal.

He lives in Huntington, NY.

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RolfDobelli

Posted July 13, 2011

more from this reviewer

Plugged-in guide to social media marketing

Not too long ago, those with the biggest advertising budget wielded the most influence and won the market. Today, the Internet, social media and mobile platforms have usurped the power of mainstream media. Those who use these vehicles most effectively have the clout. Greg Verdino lays out the best way to market in the evolving social, mobile landscape via a combination of small, targeted and interactive activities that garner notice and nurture relationships. Verdino outlines seven micromarketing principles and supports them with rich, topical case studies. His final chapter includes a questionnaire to help you apply his tactics to your business. getAbstract recommends starting your new advertising resource library with this relevant, applicable text.

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