Get scrappy
Subtitle: smarter digital marketing for businesses big and small
By: Nick Westergaard
Publisher: American Management Association
Published: 2016
Language: eng
Number of pages: 226
ISBN-13: 9780814437315
Subjects: Marketing; Management; Internet marketing; Internet advertising; Digital media
Description: It's an exciting time to be in marketing: The Internet, social media, and content marketing are powerful equalizers, resetting the playing field for businesses large and small. Yet, it's also a challenging time, with much work to do and an ever-changing array of platforms, features, and networks to master--all on a tighter budget than before. Don't get discouraged, get scrappy! Shattering the myth that only big brands can do big things, Get Scrappy will help you: demystify digital marketing in a way that makes sense for your business; do more with less; build a strong brand with something to say; find inspiration in unexpected places; create relevant and engaging content and promote it via Twitter, Facebook, and other channels; integrate strategy and message across touchpoints for a unified brand experience--both online and off; spark dialogue with your community of customers; measure what matters. The result is a reliable, repeatable system for reinventing your marketing as marketing reinvents itself. Featuring frameworks, hacks, tips, idea starters, and more, Get Scrappy is the map you need to take your marketing from good to great.
Notes: Includes bibliographical references and index.
Table of contents: title: Foreword / by Ann Handley; title: Introduction; title: Part one: Smart steps you can't skip; title: 1. The brand behind the megaphone; title: 2. Map your marketing; title: 3. Follow your digital compass; title: Part two: Do more with less; title: 4. Create a question engine; title: 5. Embrace your people power; title: 6. Connect your digital dots; title: Part three: Simplify for the long haul; title: 7. The simplification game; title: 8. Measure what matters; title: 9. Putting it together; title: Appendix; title: Get scrappy: a reference guide; title: Discussion group questions; title: Further reading.