Customer Reviews

The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market

5 star:		(21)
4 star:		(2)
3 star:		(0)
2 star:		(1)
1 star:		(1)

 

 

I bought three books on web 2.0 and social marketing. This was the worst of the three.

First it repeats things over and over, as in the book is 400 plus pages and it could easily have covered what she had s original in about 100 pages, many chapters started of with or stated basically the same thought in different words.

The up side is if you are part of a large corporation it can offer some good insights.

The downside if you are a small company or individual marketer, it's not going to help all that much. Yes some of the big corporation case studies can be transferred to a small company but again between the repetitious nature of the book, cute little acronyms it tries to put forth and lack of scalability the books overall isn't useful.

I was and am very surprised so many people in these reviews feels she *gets it* or that the book is filled with great information. For me it usn't at all enlightening except for a few points. Most of it was information that other books cover in much better detail and with much better understanding.

It is just evident that Sandy Carter asked all her friends to write positive reviews about her book around january 12th. Just look at the reviews dates, almost all in the same couple of days/weeks. Pretty stupid marketing for a Marketing 2.0 Guru. If the book was good, she would not need to fool potential readers that way. My advice : Stay away from this book and especially from this author !

IBM Vice President Sandy Carter displays a considerable base of knowledge in this book, and that's both a positive and a negative. The benefit is that you will find plenty of research data to provoke innovative marketing ideas. The drawback is that her intense explanations of processes and subprocesses bury much of that great information. While the text thoroughly presents the virtual marketing world, it has some technical problems in the real world. Its interesting screenshots are too small, and the writing is wordy, complex and filled with acronyms, like the name of IBM's useful marketing program, "ANGELS," the book's framework. To the good, the insider-flavored corporate case studies are numerous and detailed. They show how major companies apply technology to their marketing by using everything from avatars to YouTube. getAbstract recommends this book to marketers who need a new-media immersion course and who want to know what the big players are doing.

Finally a book that offers cold, hard and USEFUL advice amid the din of pointless, repetitive, emotional and content-free "Web 2.0" hype! As usual, Sandy nails it -- offering clear, solid advice on taking advantage of all of the new ways that people find out about products and services in the 21st century. Not only how to "energize your market" by posting to blogs, Facebook, LinkedIn and the like, but how to better understand your existing data as information that allows you to innovate in your marketplace. Unlike most of the books in this genre, Sandy has collected case studies -- from a wide variety of sources on community management, blog management, business intelligence and the like -- to inform her ANGELS six-step strategy to defining, clarifying, and seizing market opportunities, and then building those markets into other markets. This clear book is a must-read for anyone mystified by the confusion of Web 2.0 technologies and their relationship to market development -- but also well worth reading by anyone needing to energize a market!

Now more than ever, companies are seeking to survive, innovate and thrive in a "less is more" economy. Sandy Carter talks about the paradigm shift that must occur for marketing to succeed by fusing marketing basics and the new media, markets and channels. We already know that social media is changing the way we interact and influencing our purchasing decisions. The New Language of Marketing 2.0 provides a good structure for integrating social media and online tools into your marketing plan to fuel that pipeline and drive ROI which is critical for companies.
From collaboration, community, customer and co creation, Carter takes the reader step by step into the ANGELS framework and provides great case studies to connect the dots.

Attention All Marketeers! This book is the real deal - Full of real company examples with practical marketing two-oh tips and tools for help in driving more out of your marketing program. Carters' ANGELS makes understanding and applying the concepts simple to apply. This divine messenger of marketing helps put reality into applying the new rules of next-generation marketing. An excellent read!

While traditional media is still around, Marketing 2.0 is taking hold. Social media is new technology being utilized by many customers per Sandy's book. I learned about real life experiences - how to leverage Social Media in my marketing position to reach prospects. It is a must read --

This book is a winner! Five stars to the authors for describing how the language of marketing has shifted. A roadmap for flexible response to changing market conditions has descriptions of dashboards and collaboration, relevant metrics and communications, providing readers with a concise handbook for success in the running of any marketing department. Understanding the customer is the paramount part of marketing, now a task undertaken in the context of the global rethinking of business practices. Sandy Carter's new book, "The new Language of Marketing 2.0" describes Web 2.0 approaches to marketing. As technology enables new ways of connecting with customers to focus on key business steps, a new language is needed to describe the process shifts.
The book carefully outlines tools for rethinking business practices in the context of the current economic downturn. Companies are rearranging marketing campaigns to leverage global assets more efficiently. Localization includes using the technology tools available to manage value in the ecosystem. Collaboration is a significant aspect of the ecosystem, aptly described by Carter so that readers can get multiple examples of how collaborations are being evolved by marketing departments in the enterprise as it economically attacks global market opportunities.
The language of marketing gives departments the tools to manage opportunity, seek new clients, and focus on the strength of each partner. Role based process is one way to think about the alternatives and the relative value of key performance indicators in any given situation. Roles are understood in the context of key topics of the day.
Innovation holds the key to climbing out from the current worldwide recession. Carter's book holds some significant clues to what will work for engagement with customers to achieve business results. She describes how dashboards can be used to show the value of a business so it can be articulated in a manner that achieves better results. Alerts provide metric based roadmaps.
Carter described how new tools for marketing departments permit managers to move the focus from internal measurements to external measurements of market opportunity. Best of all are the descriptions of how to use ideas to drive better results. Due to advances in technology, services oriented architecture (SOA) systems permit evaluating new metrics that are arising in different customer communities and imposing automated process on the measurement of those metrics. These technologies are new, they have never been available before.
The use of automated process to achieve innovation in the marketing context is dependent on a new language of business. A global economic slowdown has hit. All the old ways of doing business will change as we re-emerge into a new economic growth based climate, it will inevitably represent a change with innovation based on opportunity, unity brought by the global economy, not the local economy. As we know all business is local, just as all politics is local, but this is different.
Marketing needs a language that accommodates change, that accommodates innovation on a global scale and lets us manage marketing departments on a global scale. Web content management systems let a central marketing department manage localized web sites, and thereby spin out a marketing effort that is localized, but unified as well. Innovation is about recognizing change, articulating change, and managing change. For marketing departments to be responsive to change, they need the technology and the language described by Sandy Carter.
Susan Eustis, President WinterGreen Research

THE NEW LANGUAGE OF MARKETING 2.0: HOW TO USE ANGELS TO ENERGIZE YOUR MARKET demonstrates winning Web 2.0 marketing at work through more than fifty new case studies of companies ranging from Coca-Cola to Nortel to IBM itself. These case studies offer new keys to marketing brands and products within B2B and B2C online markets, showing how to blend Web 2.0 and offering working examples for marketing strategies. Both business and computer collections will find this an essential, specific acquisition.

There are lots of books on new media, although most deal with only one facet. This books touches on several. The content is technically sound and the writing style walks the fine line between buzzwords and everyday language. You don't need an MBA or advanced IT degree to understand what is being said. BUT THE BEST THING about this book is its relevance.Ms Carter clearly knows THE PROBLEMS BUSINESSES ARE FACING and shows how the technology can be used to deal with them. As a result, you don't finish the book thinking "OK...I have a lot of gee whiz technology...now what do I do with it?" Instead, you'll say "I never thought of doing it that way". This is a book that's been needed by the markeing community. Wonderful book at an irresistable price. The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market