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, 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 ScobleVideo 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 “youmustget 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 therightnew marketing tools, craft them into an integrated strategy, and execute it…achieving unprecedented efficiency, accountability, speed, andresults.The indispensable online marketing guide for every CMO, brand marketer, direct marketer, online marketing specialist, strategist, and entrepreneurLearn more from your customers–and learn it fasterSystematically measure online marketing results–andimprovethemCreate deeper relationships with your customers on the WebLeverage podcasting, social networks, wikis, virtual worlds, search, viral marketing, blogs, and other new toolsBuild a lean, mean conversion machinePreview new innovations you’ll be implementing next year and the year afterOvercome the organizational, political, and personal obstacles that keep marketers doing things the “old-fashioned” way Foreward xvPreface xviiAcknowledgements xxiiiAbout the Author xxvii Part 1: That Newfangled Marketing 1Chapter 1: They’re Doing Wonderful Things with Computers 3Chapter 2: New Wine in Old Bottles 21Chapter 3: Marketing Is a Conversation 55Part 2: That NewfangledDirectMarketing 103Chapter 4: Going Over to the Dark Side 105Chapter 5: The New Customer Relations 149Chapter 6: Customers Vote with Their Mice 211          Part 3: That NewfangledYou253Chapter 7: This Doesn’t Work for Me 255Chapter 8: This Won’t Work Where I Work 275Chapter 9: This Stuff Changes Too Fast 315                                                           Glossary 335Index 365 --This text refers to an out of print or unavailable edition of this title.