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Do It Wrong Quickly - How the Web Changes the Old Marketing Rules
"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." http://www.dropshippers.co.za/
–Robert Scoble
Video blogger of the Scoble Show and Co-author of the top-selling
corporate blogging book, Naked Conversations http://www.dropshippers.co.za/
Start Fast, Fix Fast, and Fix Again: Marketing for Breakthrough Results http://www.dropshippers.co.za/
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! http://www.dropshippers.co.za/
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. http://www.dropshippers.co.za/
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. http://www.dropshippers.co.za/
Foreward xv http://www.dropshippers.co.za/
Preface xvii http://www.dropshippers.co.za/
Acknowledgements xxiii http://www.dropshippers.co.za/
About the Author xxvii http://www.dropshippers.co.za/
Part 1: That Newfangled Marketing 1 http://www.dropshippers.co.za/
Chapter 1: They’re Doing Wonderful Things with Computers 3 http://www.dropshippers.co.za/
Chapter 2: New Wine in Old Bottles 21 http://www.dropshippers.co.za/
Chapter 3: Marketing Is a Conversation 55 http://www.dropshippers.co.za/
Part 2: That Newfangled Direct Marketing 103 http://www.dropshippers.co.za/
Chapter 4: Going Over to the Dark Side 105 http://www.dropshippers.co.za/
Chapter 5: The New Customer Relations 149 http://www.dropshippers.co.za/
Chapter 6: Customers Vote with Their Mice 211 http://www.dropshippers.co.za/
Part 3: That Newfangled You 253 http://www.dropshippers.co.za/
Chapter 7: This Doesn’t Work for Me 255 http://www.dropshippers.co.za/
Chapter 8: This Won’t Work Where I Work 275 http://www.dropshippers.co.za/
Chapter 9: This Stuff Changes Too Fast 315 http://www.dropshippers.co.za/
Glossary 335
Index 365 http://www.dropshippers.co.za/
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. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting, including serving as Chief Strategist for the digital communications agency Converseon. http://www.dropshippers.co.za/
Mike is also the author of Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, and he writes regular columns on search marketing for Revenue magazine, WebProNews, and Search Engine Guide. 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 he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing. http://www.dropshippers.co.za/
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 led the adoption of search marketing at ibm.com back in 2001 and pioneered product search facilities that dramatically raised conversion rates. Mike was named an IBM Distinguished Engineer in 2005. http://www.dropshippers.co.za/
Mike can be reached through his Web site (www.mikemoran.com), which is also the home of his Biznology newsletter and blog. http://www.dropshippers.co.za/
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