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3 of 3 people found the following review helpful:
5.0 out of 5 stars
A Must Read for the Savvy Business Person, June 16, 2010
This review is from: The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World (Hardcover)
WARNING! This book is for you if you're a smart, savvy business/marketing person. If not, you might be confused by the significance of its contribution.
In business, many of us feel like we're falling behind. We've tried to keep up with the latest device or digital channel only to wonder if it's helping our business. We've chased after all that's cool only to discover that our customers have moved on to something else. This is where Rick Matheison, author of The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World really shines. He says it's not about trying to keep up with the latest and greatest tool or social media outlet. You are not out of the loop simply because you don't understand everything digital yet, but you do need to have a philosophical framework for approaching any digital marketing intiative, whether it's using the channels we know and deal with today--mobine, Facebook, Twitter and so on--or channels five years from now that we haven't yet imagined.
Finally!! A book that shares with us the framework for figuring out what to do next!
J. McCall, host of Your Brand with Joanne McCall radio show
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1 of 1 people found the following review helpful:
4.0 out of 5 stars
Yes, it's 24/7 marketing, September 9, 2010
This review is from: The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World (Hardcover)
Customers want it; they want it now and they want it on their terms. Rick lays out 10 Rules for Marketing in this new environment. Rick explains each rule and includes real-life successes. I liked the Question and Answer section at the end of each chapter, where an expert in that particular rule is interviewed.
My favorite rules:
**Rule #2 - Don't repurpose, reimagine. I was fascinated by HBO's drama that projected an apartment cut-away on the sides of buildings. Scenes were also posted on YouTube, Flickr and mobile. HBO successfully used all media channels, but with a creative twist.
**Rule #3 - Don't just join the conversation, spark it. It's all about engaging and entertaining customers. You need to give customers a reason for coming back.
**Rule #7 - Products are the new services. The Nike+ running shoe interacts with an iPod nano to monitor your workout. How neat is that?
There is nothing completely new or earth shattering in this book, but the rules are presented in such a straight-forward way that it's easy to remember and understand what they're all about.
I recommend this book to all marketers wanting to:
1. Understand the new 24/7 digital age.
2. Learn tactics to succeed in this new environment.
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1 of 1 people found the following review helpful:
4.0 out of 5 stars
The Marketer's Digital Playbook - A Must, August 17, 2010
This review is from: The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World (Hardcover)
The On-Demand Brand is a must read for anyone that considers marketing part of his or her professional function.
The book provides "10 rules for digital marketing success in an anytime, everywhere world." Rick calls them rules, but they are more like 10 methods for digital marketing. He doesn't tell you how to do it, instead he gives you understanding on why multiple channels of engagement are important for marketing in what he (rightfully) calls the "now media" culture - a smart way to approach this since technology makes things invented yesterday obsolete. If these were truly "how-to" rules, the book would be out of date before it hit the shelves. It's not really a business book, but a series of observations on the various degrees of digital engagement, and how brands can better understand and harness the power of branding in a "pull vs. push" culture.
It's not enough to just know that the other channels - online and mobile engagement to name a couple - exist, but to know how these channels work and affect one another in the ecosystem of consumer engagement. Each rule is valuable in gaining greater understanding of impact. Right off the bat, he starts with "Insight Comes Before Inspiration," where he very clearly shows that, like all marketing efforts, you must know the customer, and that you can't really move forward until you do (something I have been preaching forever). He continues by showing that every channel of engagement deserves its own contextual approach, meaning you can't re-purpose content for another channel (AMEN).
The book is loaded with current and relevant case studies. I have heard of almost every one of them, and I saw most of them in a new way when reading how they were developed and deployed. The beautiful part is that if you are unaware of any of these, there's a very good chance you can find them online.
A fabulous feature of the book are the interviews Rick conducts with some industry heavyweights, including Laura Klauberg, Senior Vice President of global media at Unilever ("So it's really about being in tune with the culture, and then finding the points where there might be a great intersection of a brand and what's important to customers.") to Alex Bogusky of Crispin Porter + Bogusky ("...the consumer - whether you embrace it or not - is involved in the creation of your brand.") to Tom Nicholson, the CEO and founder of LBi IconNicholson and the `Father of Social Retailing' ("The place where individual product brands can play [a role] is in creating experiences tied to the mobile device-services that consumers will want to access when they are in a physical store environment.").
This book is practical and comprehensible insight, and belongs on every marketer's list to read. Reading this before too long will even prepare marketers better for the coming holiday season, when consumers will hit the stores and websites even harder with greater demand on those brands that want to engage them at those levels. My copy of the book is completely dog-eared, post-it marked, and highlighted with several places where I can leverage his insight in teaching clients about digital media in a digital culture.
Go read this. Now. Before everyone else does and beats you to the customer.
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