MicroMarketing: Get Big Results by Thinking and Acting Small by Greg Verdino, Hardcover | Barnes & Noble
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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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,

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

“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.

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 Professional Publishing
Publication date:
07/19/2010
Edition description:
Net
Pages:
288
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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