Do It Wrong Quickly How the Web Changes
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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
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Do It Wrong Quickly
Rating:5 out of 5 stars
This book has been a real eye-opener for me…so much that I’m conteplating changing the course of my career. I’m reading it a second time and highlighting things I missed. Great work…planning to read his other book “Search Engine Marketing, Inc.” for my next read. Mike Moran enlightens the reader to the power of the web and how to be utilize it…both for your website and for your customers. He educates the reader that it’s not just about getting a website up…but how to best serve your audience. His fun writing style keeps you interested all the way through. A must read for those involved with web.
Hands-on manual for online marketers
Rating:5 out of 5 stars
Your company’s new Web site is a thing of beauty. Your creative department labored diligently to design a colorful, eye-catching site with fancy drop-down menus, sophisticated graphics and cool icons. You’re happy and your employees are justifiably proud of their work, but unless it generates business, your site is virtually worthless. Connecting with the consumer is the core of Internet marketing. In this age of multiple media outlets and short attention spans, says author Mike Moran, successful marketing depends on speed and refinement. Gone are the days when businesses could afford protracted strategy sessions and elaborate advertising campaigns. The Internet gives consumers infinite options, so your company must make an impression – right now. Moran covers a mind-boggling amount of territory, from detailed technical advice to general marketing principles. While acknowledging that the new Internet marketing rules can be intimidating, Moran’s message is clear: You may fail, but this new age offers unlimited opportunities to try until you get it right. getAbstract believes you can avoid many Web marketing mistakes by heeding his sage advice.
A MUST READ for anyone marketing anything in the Web 2.0 Era….that means Y-O-U!
Rating:5 out of 5 stars
I originally checked this book out of my library and before I finished reading the first chapter I purchased it on line. I read the entire book from cover to cover in one sitting and was blown away by Mike Moran’s insight not only on WHAT social media and the new generation of web marketing are, but how important each is in every aspect of marketing.
Mike accurately talks about utilizing an on-going system of testing, tweaking and refining your online marketing. It is very clear Mike has an in depth knowledge of marketing and the constantly changing world of the internet.
Packed with useful information and wisecracks, his writing style is informative an entertaining. I will be passing this book along to my clients and colleagues.
Not Humorous, Should Stick to His Knitting
Rating:4 out of 5 stars
Mike Moran may be an Internet marketing genius (or not, I do not feel qualified to make the evaluation), but he has got to leave the continual punning and attempts at humorous asides to others. They are irritating, and they slow down getting the key lessons from the book.
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 101 in Web Marketing!
Rating:5 out of 5 stars
Mike Moran’s book `Do It Wrong Quickly’ is not just another book about Internet marketing. The title of the book might lead the reader to think initially this book is about mistakes that can be done in Internet marketing. However, the book describes how companies should not get caught up in having to do it right the first time. Rather than trying to do it right the first time and spending significant amounts of money on planning, Moran suggests doing small and quick experiments because doing something wrong quickly is far better than doing something right slowly.
Compared to other E-marketing books, Moran’s approach to Internet marketing is pioneering and simple at the same time. Instead of creating an annual marketing plan, Moran suggests to do quick experiments. In order to decide whether an experiment was successful or not, the company has to make sure that accurate measurement is set in place. If the metrics show that this approach was wrong, the book clarifies that this is not a disaster, as something new can be tested very quickly the next day. By experimenting on a daily basis, a company can gradually fine-tune its marketing to have the highest possible outcome. This approach might change the entire world of an E-marketer, who is used to plan ahead of time in order to make it right the first time. This implies a flexible and open company culture. If this is not the case, e-marketers might have to overcome obstacles to persuade their leaders to `do things wrong quickly’.
Mike Moran’s book “Do It Wrong Quickly” has drastically changed my view of Internet marketing. As most Internet marketing tools are new and marketers yet inexperienced, the initial solution often ends up being wrong no matter how long the company is analyzing the alternatives. The idea of using quick experiments to test the online marketing tool is a great way to fail your way up to success. Companies still need to do things right offline, but it is much easier to fix a mistake online compared to the old marketing world where companies for example committed to running a failing TV ad for a year.
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