MicroMarketing: Get Big Results by Thinking and Acting Small July 5, 2010

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MicroMarketing
Get Big Results by Thinking and Acting Small

Authors: Verdino, Greg
ISBN-13: 978-0-07-166486-8
ISBN-10: 0071664866
©2010 | 1st Edition | 288 pages , Hardcover
Pub Date: August 2010
Price: US$ 26.95

Author’s blog |  Marketing News Profile with Greg Verdino |  Learn More

Marketing professions—accustomed to major media ad campaigns—have been trained to look for the next big thing when it comes to reaching their customers. The truth is, the days of the next big thing in marketing are over. There is a media revolution is underway, fueled by a micro-content phenomenon (think Twitter, Facebook, iPhones). Enter micromarketing – a new approach to marketing products and services, building brands, and growing meaningful long-term customer (and corporate) value. It is built upon the premise that the “next big thing” is really lots and lots of small things, and that to survive and thrive, even the biggest marketers must think and act small (make that “micro”), too. microMARKETING emphasizes relationships over reach, interactions over interruption, and the network effect over the broadcast network.

 

microMARKETING provides a deep understanding of the behaviors, tools and technologies powering the micro-content revolution, while providing practical advice and approaches that even the largest brands can use to create value and engage consumers more effectively (often times for less money than they might have spent on more traditional marketing campaigns). This book will tackle important new marketing questions, including:

• How do you reach highly fragmented audiences effectively when you might need to target them across hundreds of different new media platforms, many of which – blogs, YouTube, Twitter, etc. – are geared specifically to the consumer as content creator (or micro-media outlet) rather than the consumer as couch potato?
• What new approaches do companies need to take in engaging consumers through these platforms and how does it change the ways they craft messages? How do you build a brand 140 characters at a time on Twitter or picture-by-picture in a Flickr photostream, create 30 seconds of compelling content that web surfers will seek out or build an iPhone App that delivers enough value that consumers will install it and maybe even pay for it?
• How do you strike a balance between the big picture and the fine details? How can you ensure you aren’t getting swept up in the hype surrounding a singe tactic and not losing sight of the big-picture strategy? Marketers now run the risk of not seeing the forest for the trees – of jumping on the “Twitter bandwagon” with short-lived, ill-advised tactics that do little to impact their businesses.
• What can even the biggest of big companies learn from the smallest of small companies in order to thrive in our micro-economy?

microMARKETING will explore the micro-content phenomenon from the marketing practitioner’s perspective, and present actionable ideas, tips, tricks and approaches alongside practical case studies (from both large corporations, start-up businesses and individual content creators) to help marketing executives understand how to right-size their marketing efforts and take advantage of the opportunities created by the rise of micro-content and micro-culture.

 

 

Features

• To succeed in the new marketing landscape, marketing professionals need to realize that it’s the combination of “small things” they do that will build relationships with their customers—not the traditional big marketing methods they’ve used in the past.
• This book combines a big picture look at how companies need to adopt a micromarketing strategy with tactical ideas on how to actually do it
• Will build on success of strategic marketing books on using the latest digital strategy to reach customers, including The New Rules of Marketing and PR
• Author has a great global platform: he speaks at over 20 marketing conferences each year and is represented internationally by The London Speaker Bureau
• Author is Chief Strategy Officer at marketing consultancy crayon, which will promote the book through their corporate web site, newsletter, and to their clients—as well as through founder and bestselling author Joseph Jaffe’s network
• Author also speaks at in-house corporate events to clients that include Coca-Cola, Cisco, L’Oreal, American Express and more; he also does regular webinars for organizations like MarketingProfs and the American
• To mirror the concept of the book, the chapters will be quick and punchy, delivering key information in short, digestible chapters

 

 

 

Praise for microMARKETING

“Greg Verdino 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. Now anybody can dominate a market. Especially you. So what are you waiting for?”
—David Meerman Scott, author of The New Rules of Marketing & PR

“Makes the case for the death of mass marketing in a compelling way.”
—Al Ries, co-author, War in the Boardroom

“[Essential] for anyone who has ever had to create a great marketing plan without a million dollar budget or an army of resources.”
—Rohit Bhargava, SVP, Ogilvy 360 Digital Influence and author of Personality Not Included

“Shows how big became passé and proves that in our overhyped society the teeniest push is the way in.”
—Richard Laermer, CEO of RLM Public Relations and author of 2011

“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

“Follow Greg’s 7 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

 

 

Publicity

1. FOLLOW THE LEAD (B2B Marketing Blog) – Q&A with Greg Verdino published in August 17.  To view, please click HERE

2. Investors Business Daily - mentioned the book on the article Click with Social Media, Nov. 8. To read, please click HERE

3. Book was featured in Investor’s Business Daily (circ. 131,959) in an article on social media marketing. To read, please click HERE

 

 

Review

1. Publishers Weekly, Oct. 25

Micromarketing: Get Big Results by Thinking and Acting Small
Greg Verdino, McGraw-Hill, $26.95 (262p) ISBN 9780071664868

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.)

 

2. getAbstract.com

 

 

 

 

 

About the Author

Equal parts marketer and futurist, Greg Verdino is a recognized expert on marketing innovation, emerging media and Web 2.0. Greg works as Vice President, Strategy & Solutions at Powered, Inc — the first full service social media agency with scale. His unique, sometimes controversial, perspectives on media and marketing are presented at gregverdino.com, one of the web’s most influential marketing blogs.

In his leadership role at Powered, Greg leverages 20 years of experience in online media, advertising, marketing and technology to head the company’s strategic consulting practice and drives the definition of Powered’s end-to-end social media marketing solutions. He provides Powered’s clients with thought leadership and enterprise-class solutions on how they can join online and offline conversations, build and sustain online communities, effectively influence key influencers, engage consumers in meaningful dialogue and tap into the power of social media.

Greg joined Powered via its acquisition of the conversational marketing consultancy crayon, where he was Chief Strategy Officer and a principal in the business. Before crayon, Greg was VP/Director of Emerging Channels at Digitas, where he and his team advised clients such as American Express, AT&T Wireless and GM on creating compelling brand experiences through emerging platforms such as digital video, mobile, social media, gaming and virtual worlds.

Greg has worked in emerging media and new technologies since 1998 when, as Vice President/General Manager of Arbitron NewMedia, he produced a number of groundbreaking studies in consumer online media usage behavior and the impacts of convergence on traditional media channels.  Greg has also held strategic marketing and sales positions at Akamai Technologies, Loudeye, Globix Corporation and ROO Online Broadcast Network. Greg began his career as an advertising executive at Wunderman, Blau Marketing Technologies, Saatchi & Saatchi and Geer DuBois.

In addition to blogging, Greg has written for MediaPost’s OMMA magazine, iMedia Connection and MarketingProfs.com. He has been profiled in and quoted by a wide variety of business and news media including Advertising Age, Adweek, BusinessWeek, Forbes, New York Times, Newsday and the Wall Street Journal.

Greg is a highly sought after speaker who has given speeches, led panel discussions and presented webinars at dozens of corporate and association events over the past ten years. His recent appearances include Advertising Week NYC, Brand ManageCamp, DM Days New York, Inbound Marketing Summit, MarketingProfs B2B Summit, OMMA  Social, Virtual Worlds 2008 and many others.