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

Greg Verdino
4.7 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 (July 19, 2010)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B003WJR5W2
  • Text-to-Speech: Enabled
  • X-Ray:
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #733,553 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
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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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
Format:Hardcover
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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2 of 2 people found the following review helpful
5.0 out of 5 stars My New Social Bible August 26, 2010
Format:Hardcover
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
Format:Hardcover
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 communication, this book is a must read! With Great case studies and natural flow this book is an easy and fast read filled with links and resources that will having you going back again and again.
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1 of 1 people found the following review helpful
4.0 out of 5 stars Plugged-in guide to social media marketing July 13, 2011
Format:Hardcover
Not too long ago, those with the biggest advertising budget wielded the most influence and won the market. Today, the Internet, social media and mobile platforms have usurped the power of mainstream media. Those who use these vehicles most effectively have the clout. Greg Verdino lays out the best way to market in the evolving social, mobile landscape via a combination of small, targeted and interactive activities that garner notice and nurture relationships. Verdino outlines seven micromarketing principles and supports them with rich, topical case studies. His final chapter includes a questionnaire to help you apply his tactics to your business. getAbstract recommends starting your new advertising resource library with this relevant, applicable text.
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More About the Author

Greg Verdino is the founder of VERDINO LLC, a strategic consultancy that helps organizations create and capture value in the hyper-connected economy.

His work ranges from strategic planning to organizational design, from social business to marketing innovation, but is united by a singular perspective on the forces shaping the world in which we operate. Simply put, he believes that hyper-connectivity among individuals, within companies, and across organizations has fundamentally changed the way businesses create value for their constituents and derive value for themselves. Greg and his team help business leaders thrive in this newly networked marketplace.

Over the course of his 23-year career, Greg has advised 49 of the Fortune 500 plus a wide array of small and mid-sized companies, on how to apply strategic and innovative marketing approaches to tackle their toughest business challenges. In other word, unlike many top marketing authors he is not a mere theorist. He's a practitioner with unparalleled experience in the trenches.

And that's what makes microMARKETING: Get Big Results by Thinking and Acting Small (McGraw-Hill, 2010) different. It distills the lessons he has learned about building successful brands in the age of social media, and puts them in an integrated marketing communications context. It is loaded with practical real world examples of innovative marketing that really works, supported by the data to prove the value of embracing your hyper-networked consumers to achieve big things.


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