Do It Wrong Quickly: How the Web Changes the Old Marketing Rules [Paperback]

Mike Moran (Author)

Editorial Reviews

Product Description

"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

Chapter 1: They’re Doing Wonderful Things with Computers 3

Chapter 2: New Wine in Old Bottles 21

Chapter 3: Marketing Is a Conversation 55

Part 2: That Newfangled Direct Marketing 103

Chapter 4: Going Over to the Dark Side 105

Chapter 5: The New Customer Relations 149

Chapter 6: Customers Vote with Their Mice 211          

Part 3: That Newfangled You 253

Chapter 7: This Doesn’t Work for Me 255

Chapter 8: This Won’t Work Where I Work 275

Chapter 9: This Stuff Changes Too Fast 315

                                                           

Glossary 335
Index 365

 

From the Back Cover

"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

Chapter 1: They’re Doing Wonderful Things with Computers 3

Chapter 2: New Wine in Old Bottles 21

Chapter 3: Marketing Is a Conversation 55

Part 2: That Newfangled Direct Marketing 103

Chapter 4: Going Over to the Dark Side 105

Chapter 5: The New Customer Relations 149

Chapter 6: Customers Vote with Their Mice 211          

Part 3: That Newfangled You 253

Chapter 7: This Doesn’t Work for Me 255

Chapter 8: This Won’t Work Where I Work 275

Chapter 9: This Stuff Changes Too Fast 315

                                                           

Glossary 335
Index 365

 

See all Editorial Reviews

Product Details

• Paperback: 408 pages
• Publisher: IBM Press; 1 edition (September 23, 2007)
• Language: English
• ISBN-10: 0132255960
• ISBN-13: 978-0132255967
• Product Dimensions: 9.2 x 7 x 1.2 inches
• Shipping Weight: 1.8 pounds (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (17 customer reviews)
• Amazon Bestsellers Rank: #687,195 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

5.0 out of 5 stars A good guide to the new way of marketing, October 20, 2007

By	Drew McLellan "author, 99.3 Random Acts of Ma... (Midwest, USA) - See all my reviews (REAL NAME)

This review is from: Do It Wrong Quickly: How the Web Changes the Old Marketing Rules (Paperback)

Who would have thought you'd ever hear an engineer encourage failure? Well, author, engineer and IBMer, Mike Moran does in his new book.

This book does more than make the case for a more nimble and carefree attitude. In today's supercharged marketplace, especially on the web, marketers cannot afford to wait for perfect. They need to track and react to the consumers quickly and adjust as they go.

Moran encourages listening and watching consumers and taking their lead. The book is an easy read, broken into manageable chunks of information. The best part, in my opinion, is the third section. Moran offers not only encouragement but suggestions on how to bring this new way of thinking into a corporate climate.

Well worth the time and money. I can't imagine you could read this book and not do a few things better, smarter and more profitably.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Great Read for Online Marketers, November 15, 2007

By	Stoney G. deGeyter "President, Pole Position ... (Reno, NV United States) - See all my reviews (REAL NAME)

This review is from: Do It Wrong Quickly: How the Web Changes the Old Marketing Rules (Paperback)

I absolutely love Mike Moran's take on Internet marketing. Do It Wrong Quickly is not about how to do Internet marketing wrong, it's about how to not get caught up in having to do it right so that you'll do something now. Doing something wrong is far better than doing nothing right. Doing something wrong quickly is far better than doing something right slowly. The bottom line is that you simply need to do something.

DIWQ is full of well-thought out internet marketing knowledge. Mike covers all the things that you should be doing (wrong, if necessary, but always quickly at first) to get your Internet marketing campaign up and running. While many of us that have been around Internet marketing for a few years may not need the refresher in how to do Internet marketing, we definitely can get something out of Mike's book.

The concept of "doing it wrong quickly" is repeated throughout the book, not as a redundancy, but as a reminder of how we can simply start doing various aspects of Internet marketing without having to worry about doing it right right away. The Web changes that need.

Thanks to Mike, I've got a whole new philosophy. Just start doing. If I you do it wrong quickly, you can do it right later... Once you know what you're doing to begin with.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Smart, wise and funny - don't miss it, November 14, 2007

By	Jerry Saveriano (Corvallis, OR United States) - See all my reviews (REAL NAME)

This review is from: Do It Wrong Quickly: How the Web Changes the Old Marketing Rules (Paperback)

Mike Moran's new book is an excellent introduction to new Web technologies and processes that are changing marketing and customer relations. He encourages experimentation and speed in trying new ways of conversing with customers. And while much of the book addresses what is new in online marketing, it is grounded by what has been proven to work in direct marketing.

He goes beyond introducing and explaining what's important in Web 2.0 technology showing you how to put it to work at your company. This useful and valuable book can help you learn how to turn online conversations into customer conversions. I think so highly of "Do It Wrong Quickly" that I bought a bunch of the books to give to clients and friends in the business.

Mike Moran has a voice worth listening to, he reminds me of radio funnyman Fred Allen, offering sage advice spiced with acerbic observations. Mike's books, blogs and presentations offer wisdom with humor about advances in internet marketing. If you are in the business or want to be, don't miss Mike.