- Paperback: 408 pages
- Publisher: IBM Press; 1 edition (September 23, 2007)
- Language: English
- ISBN-10: 0132255960
- ISBN-13: 978-0132255967
- Product Dimensions: 7 x 1 x 9.2 inches
- Shipping Weight: 1.8 pounds (View shipping rates and policies)
- Average Customer Review: 17 customer reviews
- Amazon Best Sellers Rank: #1,303,102 in Books (See Top 100 in Books)
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Do It Wrong Quickly: How the Web Changes the Old Marketing Rules Paperback – September 23, 2007
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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 website. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting, including serving as a senior strategist for the digital communications agency Converseon. Mike is the author of Do It Wrong Quickly and Search Engine Marketing, Inc., Second Edition, and he writes regular articles on digital marketing for Biznology®, Search Engine Guide, ChamberofCommerce.com and All Things WOMM. 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 keynote speaker on internet marketing at events around the world, serves as a Visiting Lecturer to the University of Virginia’s Darden School of Business, 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 11 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 led the adoption of search marketing at ibm.com back in 2001 and pioneered product search facilities that dramatically raised conversion rates. He was named an IBM Distinguished Engineer in 2005.
Mike can be reached through his website, http://mikemoran.com/.
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As for Do It Wrong Quickly, this title is a much more broad, theoretical read about the flexibility that the web gives marketers, while also explaining core concepts, channels and technologies that prove useful for even the novice internet marketer. I gave all of my colleagues this book for the holidays this year and suggest it every chance that I get.
I compare this book to Dale Carnegie's "How to Win Friends and Influence People", in that there really isn't a ton of new information in here for a person familiar with the topic, but the way that Mike organizes and presents the information helps you better make connections and communicate the concepts to others. Well, at least for me it did.
I do not read marketing books because I am looking for the author to show me a real good time. If I were, Moran would not succeed. He may be winsome as all-get-out when delivering this shtick in corporate seminars, but he should save the stand-up comedy for an audience that appreciates it.
On the plus side, it is useful to get a distillation of marketing wisdom and examples.
The book is comprised of just 9 chapters:
1. They're doing wonderful things with computers
2. New wine in old bottles
3. Marketing is a conversation
4. Going over to the dark side
5. The new customer relations
6. Customers vote with their mice
7. This doesn't work for me
8. This doesn't work where I work
9. This stuff changes too fast
It is well organized and well written. And it was very easy to read. My first pass on it involved reading the summary of Section 1 which lead me directly to the chapter summaries for chapters 1 to 3. Then I read the summary for Section 2, which lead me directly to the chapter summaries for chapters 4 to 6. Lastly I read the summary for Section 3, which lead me directly to the chapter summaries for chapters 7 to 9. It all made perfect sense. And in no time I was done with the book.
What these old time marketers who read this book will learn is that marketing is not totally new in our Internet Age. Instead, the Internet just offers new twists on old marketing approaches. Marketing used to be done through passive mediums. But the Internet with Web sites and email have made it possible to do marketing as a give and take process. Marketing is now about building relationships with customers rather than simply winning customers.
As the author says in the book: Marketing is now a conversation, and feedback from your customers helps you adjust what you do every day.
Sometimes what you will do will not be well received or produce good results. These are instances that the title of the book is referring to (Do It Wrong Quickly). As long as you adjust your tactics quickly, nobody is going to hold you liable for not doing it right the first time. We all make mistakes. And we all hopefully learn from our mistakes. The point of the book is that companies that perform Internet Marketing in order to build good relationships with their customers will come out ahead in the competitive world of business. 4 stars!
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.