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MicroMarketing: Get Big Results by Thinking and Acting Small [Kindle Edition]

Greg Verdino
4.8 out of 5 stars  See all reviews (11 customer reviews)

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Book Description

Every day the world sees 1 million new blog posts, tens of millions of tweets, hundreds of millions of new pieces of Facebook content, and more than 1 billion YouTube videos.

Where does your brand fit in?

In our age of information saturation, consumer attention is the scarcest commodity of all—which makes your job tougher than ever. How do you thread your messages through billions of bite-sized information snapshots to reach the right people? One thing’s for sure, you’re not going to succeed using traditional approaches. Mass marketing is dead; the next big thing is indeed very small.

microMARKETING empowers you to rethink, retool, and revitalize your marketing strategies to take full advantage of the opportunities created by the microcontent explosion. A pioneer in the world of microcontent marketing, Greg Verdino helps you create a strategy that emphasizes relationships over reach, interaction over interruption, and social networking over broadcast networks.

You’ll find the answers to today’s toughest questions:

  • How do I earn the attention of the right influencers and my core customers?
  • How do I really build my brand one blog post, one video clip, or even one tweet at a time?
  • How do I achieve massive scale when mainstream media is losing ground to consumer content creators and peer-to- peer distribution?
  • How do I strike a balance between tapping into today’s biggest marketing trends without losing sight of the little things that matter?

When one door closes, another opens. Mass marketing is no longer a viable marketing strategy and, likely, never will be again. Micromarketing, though, enables you to resonate with consumers in compelling new ways and achieve the big results that no longer seem possible with traditional approaches.

It’s time to start building your brand, finding new customers, establishing relationships, and getting real results on this exciting new frontier. microMARKETING will show you the way.

Editorial Reviews

From Publishers Weekly

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.)
(c) Copyright PWxyz, LLC. All rights reserved.

About the Author

Greg Verdino is vice president of strategy and solutions at Powered, Inc., a full-service social media agency. He has 20 years of experience in marketing and related fields and has advised such clients as American Airlines, American Express, Coca-Cola, Ford, and Panasonic. Verdino has been profiled in and quoted by many business and news media, including Advertising Age, Adweek, Forbes, The New York Times, and The Wall Street Journal. He lives in Huntington, NY.

Product Details

  • File Size: 462 KB
  • Print Length: 288 pages
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: McGraw-Hill; 1 edition (August 9, 2010)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B003WJR5W2
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #900,614 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
6 of 6 people found the following review helpful
Format:Hardcover|Verified Purchase
It's been about two years since I published a book review about online or social media marketing. Generally, while many friends have had their turn at the plate and I know their books have great helpful ideas and content, there tenants have had an element of redundancy, and I could not finish them (and I only review if I've read half of the book).

Greg Verdino`s microMARKETING offers a different experience with new, refreshing looks at online communications. In my mind, while it offers many of the tenants his contemporaries espouse, the book has new, exciting approaches and tenants. I actually found the book's style and approaches (do many small things well and Greg's view of earned media) inspiring, and caused me to rethink a couple of my own projects.

Case in point, the 7th Son case study in Chapter Eight was just fantastic. As someone who has published business book with a second in the works, but also has two novels almost contracted with publishers I could not help but absorb every detail. The case study made me resolve to re-edit one of the novels, and publish it independently (gasp) using social tools to promote.

This book is full of case studies like that, from Laura Luke and Sephora to the Dancing Man, as well as few social media mainstays that you'll be familiar with. In addition, the book offers seven principles of microMARKETING that are well explained and a series of questions in the final chapter to turn the quick read into a learning lesson for your organization.

I tend to lock onto great sound bites, and this one resonated so well with me, you can expect to see it in Welcome to the Fifth Estate (location 1172 on Kindle):

"All this creates a new marketing imperative and demands a new media model.
Read more ›
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3 of 3 people found the following review helpful
5.0 out of 5 stars The Keys to the Social Marketing Kingdom July 27, 2010
DISCLOSURE: I was the indexer for this book, but this review is unsolicited by the author. I do regular write-ups/reviews of my book projects on my blog once a month.

Micromarketing is a real must-have for anyone who wants to integrate their marketing ideas into the new virtual, niche world we all live in. I'm keeping my copy to help me market some personal poetry and essay stuff I'm doing. The mass market simply doesn't exist as a usable target, which is good for us little guys. The idea is to recruit social networking folks (called "micromavens") and basically take word-of-mouth to a whole new level of impact. Viral is the operational goal for any new product or service, but you better provide value, because your ongoing relationships with your mavens and through them the rest of your prospective clientele, depend on it. But you don't need a huge advertising budget (in fact ads are a bit outre in this world) to create success. It's pretty amazing. Power to the micros! Verdino has a very straightforward and engaging style for explaining his ideas, with lots of real/virtual-world examples to illustrate. And I've already printed out the last chapter, which is a fill-in-the-blank checklist to use in developing my own micromarketing campaign.
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3 of 3 people found the following review helpful
Format:Hardcover|Verified Purchase
DISCLOSURE: I don't currently work with Greg but think he's a swell fellow.

Great premise, great book. This isn't just another business book. It's not about the framework that will solve all your challenges or the latest and greatest business process. It's about building your business through the very real and very human actions that make great businesses tick. It's about the humanity that drives the world that is social business.

Greg is a prolific blogger and a fantastic presenter and it shows. Easy to read, featuring refreshingly new and human case studies, this is a must read for anyone sick of the same old talking points and ready for inspiration.
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2 of 2 people found the following review helpful
5.0 out of 5 stars My New Social Bible August 26, 2010
Greg takes command of the social media space while letting many others and their amazing case studies become the hero to illustrate his point that successful results in mass marketing is quickly coming to an end. This book is for everyone including the Mom and Pop marketer who Greg helps to realize that control is in their hands to disseminate very powerful micro messages through social channels. It's also for the corner office marketer who needs to realize that the world has already changed. Read it and absorb. I found myself modifying my current social campaigns in real time to adapt these sound approaches to social media that will get you results for you and/or your client. It's incredibly well written, easy and fun to read, and in a pleasant conversational tone. Enjoy.
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1 of 1 people found the following review helpful
4.0 out of 5 stars The key to getting heard in today's marketplace August 16, 2010
This is more of a guidebook to making sure what you do in marketing is in sync with the way things work today. Mass no longer matters, it is better to to be everything right to the right someone rather than something for everyone. EG Why are Maxwell House and Folgers coffee in such a dead growth zone compared to the specialty coffees? Many great points here but just like the movie the Jone$es, Verdino reminds you to connect with masses of communicators, not mass communications. (So if you sell to advertisers, you better be very smart) Too much to detail here, but this is a good statement of the state of the art today. Its all about being heard. Concise easy read
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Most Recent Customer Reviews
5.0 out of 5 stars Big things can happen when you know how to put the small things...
If you were to buy a business book based on your ambitions, you might never get to one with the word "micro" in it because it came across as a small idea. Read more
Published 18 days ago by Rohit Bhargava, bestselling author of Likeonomics
5.0 out of 5 stars A resource that will have you coming back again and again.
This book illustrates how the game has changed, from mass communication to real communication. If your a designer, writer, developer, marketing manager or have anything to do with... Read more
Published on August 11, 2011 by Michael Carrick
4.0 out of 5 stars Plugged-in guide to social media marketing
Not too long ago, those with the biggest advertising budget wielded the most influence and won the market. Read more
Published on July 13, 2011 by Rolf Dobelli
5.0 out of 5 stars Wikipedia+Mentor+Superpower = #Micromktg
DISCLOSURE: at the time of posting this on Amazon (August 23rd 2010) 70% of the reviews had a disclosure, and so do I. Read more
Published on August 23, 2010 by Samuel Monnie
5.0 out of 5 stars A Results-Driven Look at Social Media Hooplah
DISCLOSURE: I helped Greg research this book.

I've become disillusioned with social media books as of late. "Engage with your audience!" "Relationships matterz! Read more
Published on August 9, 2010 by Anthony Perez
5.0 out of 5 stars Despite the Micro Title - Big Value!
DISCLOSURE - I've worked with Greg Verdino for 2 years, when we were crayon and now as Powered, Inc. Read more
Published on July 26, 2010 by Jane Quigley
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More About the Author

Greg Verdino is a highly regarded authority on digital strategy, business transformation and marketing innovation. As Managing Director / North America for The Digital Consultancy, he helps global organizations make digital a key driver of brand value and business growth.

Greg's approach to digital transformation has been shaped by almost 25 years working at the forefront of marketing, media and technology change. Prior to launching TDC in America, Greg was Executive Vice President at social business firm Dachis Group, where he helped BIC, Citibank, Fidelity, GE, Michaels Stores, Nestle and others formulate and execute best-in-class digital strategies. He joined Dachis Group (now Sprinklr) through its acquisition of crayon, the social media consultancy at which he served as Chief Strategy Officer and in which he was the second largest shareholder. Previously he was head of emerging channels for Digitas, and served in media, marketing, sales and general management roles at ROO Group (now Piksel), Akamai Technologies, Arbitron, Wunderman, and Saatchi & Saatchi.

In addition to working directly with clients, Greg serves the business community at-large as a thought leader and public speaker. He is the author of microMARKETING: Get Big Results by Thinking and Acting Small (McGraw-Hill, 2010), and a contributing author to Reinventing Interactive and Direct Marketing (ed. Stan Rapp, McGraw-Hill, 2009). Throughout his career, he has served as a go-to expert for a wide range of media outlets including Advertising Age, Bloomberg BusinessWeek, CNN, Cablevision News12, Fox News Channel, Investor's Business Daily, the New York Times, Newsday, and the Wall Street Journal. He has given speeches, led panel discussions and facilitated workshops at more than 100 corporate and association events throughout North America, in Latin America, Europe, Asia and Africa, and online.

He lives on Long Island with his wife, daughter and badly behaved cat.


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