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Do it wrong quickly : how the web changes the old marketing rules /
"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, le...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Upper Saddle River, N.J. :
IBM Press,
2007.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 049 | |a UAMI | ||
| 100 | 1 | |a Moran, Mike, |d 1958- | |
| 245 | 1 | 0 | |a Do it wrong quickly : |b how the web changes the old marketing rules / |c Mike Moran. |
| 260 | |a Upper Saddle River, N.J. : |b IBM Press, |c 2007. | ||
| 300 | |a 1 online resource | ||
| 336 | |a text |b txt |2 rdacontent | ||
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| 500 | |a Includes index. | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a pt. 1. That newfangled marketing -- Ch. 1. They're doing wonderful things with computers -- Ch. 2. New wine in old bottles -- Ch. 3. Marketing is a conversation -- pt. 2. That newfangled direct marketing -- Ch. 4. Going over to the dark side -- Ch. 5. The new customer relations -- Ch. 6. Customers vote with their mice -- pt. 3. That newfangled you -- Ch. 7. This doesn't work for me -- Ch. 8. This won't work where I work -- Ch. 9. This stuff changes too fast. | |
| 520 | |a "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 Chap ... | ||
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| 650 | 0 | |a Internet marketing. | |
| 650 | 0 | |a Customer relations. | |
| 650 | 0 | |a Internet advertising. | |
| 650 | 6 | |a Marketing sur Internet. | |
| 650 | 6 | |a Publicité sur Internet. | |
| 650 | 7 | |a Customer relations |2 fast | |
| 650 | 7 | |a Internet advertising |2 fast | |
| 650 | 7 | |a Internet marketing |2 fast | |
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