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Editorial Reviews
Product Description
About the Author
"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
About the Author
Mike Moran has worked on the Web since its earliest days, in both marketing and technical roles, including eight years at ibm.com, IBM’s customer-facing Web site.
Mike has served as a product manager for several IBM products, currently performing in that role for IBM’s OmniFind search engine, but has experience marketing IBM’s full product line from its Web site. Mike led the adoption of search marketing at ibm.com back in 2001 and pioneered product search facilities that dramatically raised conversion rates. Mike’s success led him to coauthor the best-selling book, Search Engine Marketing, Inc., in 2005 and to write a regular column on search marketing for Revenue magazine. He’s a member of the Search Engine Marketing Council of the Direct Marketing Association and a charter member of the DMA’s Interactive Marketing Advisory Board. Mike is a frequent conference speaker on Internet marketing and holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing.
Mike also has a broad technical background, with over 20 years experience in search technology working at IBM Research, Lotus, and other IBM software units. He led the product team that developed the first commercial linguistic search engine in 1989 and has been granted four patents in search and retrieval technology. He led the integration of ibm.com’s site search technologies as well as projects in Content Management, Personalization, and Web Metrics. Mike was named an IBM Distinguished Engineer in 2005.
Mike can be reached through his Web site (www.mikemoran.com), which is also the home of his Biznology newsletter and blog.
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