IBM Press
2 total works
"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
The #1 Step-by-Step Guide to Search Marketing Success...Now Updated and Reorganized to Help You Drive Even More Value
For years, Search Engine Marketing, Inc. has been the definitive practical guide to driving value from search. Now, Mike Moran and Bill Hunt have completely rewritten their best-seller to present valuable new strategies, best practices, and lessons from experience.
Their revamped and reorganized Third Edition introduces a holistic approach that integrates organic and paid search, and complements them both with social media. This new approach can transform the way you think about search, plan it, and profit from it.
Moran and Hunt address every business, writing, and technical element of successful search engine marketing. Whatever your background, they help you fill your skills gaps and leverage the experience you already have.
You’ll learn how search engines and search marketing work today, and how to segment searchers based on their behavior, successfully anticipating what they’re looking for. You’ll walk through formulating your custom program: identifying goals, assessing where you stand, estimating costs, choosing strategy, and gaining buy-in. Next, you’ll focus on execution: identifying challenges, diagnosing and fixing problems, measuring performance, and continually improving your program. You’ll learn how to
- Focus relentlessly on business value, not tactics
- Overcome the obstacles that make search marketing so challenging
- Get into your searcher’s mind, and discover how her behavior may change based on situation or device
- Understand what happens technically when a user searches—and make the most of that knowledge
- Create a focused program that can earn the support it will need to succeed
- Clarify your goals and link them to specific measurements
- Craft search terms and copy that attracts your best prospects and customers
- Optimize content by getting writers and tech people working together
- Address the critical challenges of quality in both paid and organic search
- Avoid overly clever tricks that can destroy your effectiveness
- Identify and resolve problems as soon as they emerge
- Redesign day-to-day operating procedures to optimize search performance
Whether you’re a marketer, tech professional, product manager, or content specialist, this guide will help you define realistic goals, craft a best-practices program for achieving them, and implement it flawlessly.
NEW COMPANION WEBSITE PACKED WITH TOOLS AND RESOURCES
SEMincBook.com includes exclusive tools, deeper explorations of key search management techniques, and updates on emerging trends in the field
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