Micromarketing: Get Big Results by Thinking and Acting Small

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Micromarketing: Get Big Results by Thinking and Acting Small

Format:  Hardcover,

260 pages

Publisher: McGraw-Hill

Publish Date: Aug 2010

ISBN-13: 9780071664868

ISBN-10: 0071664866

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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, 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 passe 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

Specifications

Author:
Publisher: McGraw-Hill
Publish Date: Aug 2010
ISBN-13: 9780071664868
ISBN-10: 0071664866
Format: Hardcover
Number of Pages: 260
Shipping Weight (in pounds): 1.36
Product in Inches (L x W x H): 6.2 x 0.99 x 9.16

Chapter outline

Preface: From Small Beginnings
Acknowledgments
Disclosures
The Next Big Thing is Lots and Lots of Small Things
The Future of Marketing is Micro
Thinking and Acting Small
Understanding the microMarketing Mindset
From Mass Communications to Masses of Communicators
Telling Your Brand Stories in the Voice of the Consumer
From Media Networks to the Network Effect
Engaging Audiences in the Age of Human-Powered Distribution
From Interruption to Interactions
Building a Responsive Brand through Human-Scale Connections
From Prime Time to Real Time
Making a Real Difference by Doing Business at the Speed of Now
From Reach to Relationships
Activating the Many by Resonating with the Right Few
From Awareness to Attention
Breakthrough Approaches for Breaking Through
From the One Big Thing to the Right Small Things
Creating New Business Opportunities by Marketing to the Power of Small
What Small Things Will You Do Today?
Applying microMarketing Approaches in Your Business Right Now
Endnotes
Index

Reviews

Review by Library Journal (2010-10-01)

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

(c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Book description

Praise for microMARKETING

“Greg presents the greatest hits of social media marketing, a litany of stories designed to persuade you tostop demanding the web conform to your desire for mass—and instead realize that mattering a lot to a fewpeople is worth far more than mattering just a little to everyone.” —SETH GODIN, author of Linchpin

“Micro marketing 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 deathof mass marketing in acompelling way.” — AL RIES, coauthor of War in the Boardroom microMARKETING offers a hopeful vision for anyone who has ever had to create a greatmarketing plan without a million-dollar budget or an army of resources.” —ROHIT BHARGAVA, author of Personality Not Included and senior vice presidentat Ogilvy 360 Digital Influence

“Shows how big became passé andproves that in our overhyped society theteeniest push is the way in.” —RICHARD LAERMER, author of 2011 and CEO of RLM PR

“Follow Greg’s seven shifts frommass to micro and you’ll be amicromaven, capturing the attentionof your audience, before you know it.” —DONNA M. TOCCI, Director,Web/New Media, Ingersoll Rand

“Filled with fresh strategies for engagingfragmented markets and frazzled customers.” —JILL KONRATH, bestselling author of SNAP Selling and Selling to Big Companies

“Hits the nail on the head: social media effortsshould put a face on the company and not focuson the tools.” —THOMAS HOEHN, Director, Interactive Marketing, Eastman Kodak Company

“A must-read for anyone in marketingor technology.” —DARREN HERMAN, Chief Digital Media Officer, kirshenbaum bondsenecal + partners

“Will help businesses move from a fading era ofmass marketing to embrace a meaningful genreof micro collaboration that builds macro markets.” —BRIAN SOLIS, author of Engage andfounder of Brian Solis.com

About microMARKETING

Every day the world sees1 million new blog posts, tens of millionsof tweets, hundreds of millions of newpieces of Facebook content, and morethan 1 billion YouTube videos.

Where does your brand fit in?

In our age of information saturation, consumerattention is the scarcest commodityof all—which makes your job tougher than ever. How do you thread your messages throughbillions of bite-sized information snapshots toreach the right people? One thing’s for sure,you’re not going to succeed using traditionalapproaches. Mass marketing is dead; the nextbig thing is indeed very small.

microMARKETING empowers you to rethink, retool, and revitalize your marketing strategiesto take full advantage of the opportunities createdby the microcontent explosion. A pioneerin the world of microcontent marketing, Greg Verdino helps you create a strategy thatemphasizes relationships over reach, interactionover interruption, and social networkingover broadcast networks.

You’ll find theanswers to today’s toughest questions:

  • How do I earn the attention of the rightinfluencers and my core customers?
  • How do I really build my brand one blogpost, one video clip, or even one tweetat a time?
  • How do I achieve massive scale whenmainstream media is losing ground toconsumer content creators and peer-to-peer distribution?
  • How do I strike a balance betweentapping into today’s biggest marketingtrends without losing sight of the littlethings that matter?

When one door closes, another opens. Mass marketing is no longer a viable marketing strategyand, likely, never will be again. Micro marketing, though, enables you to resonate with consumersin compelling new ways and achievethe big results that no longer seem possiblewith traditional approaches.

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

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