The New Language of Marketing 2.0
Book

The New Language of Marketing 2.0

How to Use ANGELS to Energize Your Market

Sandy Carter
IBM Press, 2008
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Editorial Rating

7

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Recommendation

IBM Vice President Sandy Carter displays a considerable base of knowledge in this book, and that’s both a positive and a negative. The benefit is that you will find plenty of research data to provoke innovative marketing ideas. The drawback is that her intense explanations of processes and subprocesses bury much of that great information. While the text thoroughly presents the virtual marketing world, it has some technical problems in the real world. Its interesting screenshots are too small, and the writing is wordy, complex and filled with acronyms, like the name of IBM’s useful marketing program, “ANGELS,” the book’s framework. To the good, the insider-flavored corporate case studies are numerous and detailed. They show how major companies apply technology to their marketing by using everything from avatars to YouTube. getAbstract recommends this book to marketers who need a new-media immersion course and who want to know what the big players are doing.

Summary

Marketing Megatrends

Globalization and new technology have spurred the rapid development of megatrends that have redefined marketing practices and made change management more critical. Corporate marketers must be fast and proactive to anticipate, identify and respond to this rate of change. Testing new ideas cheaply and quickly using advanced “Marketing 2.0” tools and technologies can help them keep pace and create personalized, positive and memorable customer experiences.

Web 2.0 has made it easier for customers using social networking sites to compare the relative merits of competitive products and services. Customers also can use the Internet to obtain critical information about almost any product, company or service. This presents marketers with new challenges. Web 2.0 bridges traditional marketing concepts, such as “customer-requirements management, value pricing and segmentation,” and modern concepts and tools, like social networks, new channels and innovative media.

To merge and manage these two worlds and to get better results from your marketing, use the six-part “ANGELS” framework. The acronym stands for “analyzing” your market with sophisticated discovery...

About the Author

Sandy Carter is IBM’s vice president of Service Oriented Architecture (SOA) and WebSphere Marketing, Strategy and Channels. A frequent conference speaker, she has earned multiple marketing awards and is the author of The New Language of Business: SOA & Web 2.0.

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