Do It Wrong Quickly: How the Web Changes the Old Marketing Rules

Description

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

Table of Contents

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