Cambridge Business Association
Do It Wrong Quickly
Book

Do It Wrong Quickly

How the Web Changes the Old Marketing Rules

Mike Moran
IBM Press, 2007
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Recommendation

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.

Summary

How the Internet Changes Basic Marketing Concepts

The Internet is having an enormous impact on marketing. In fact, marketers who cling to traditional strategies instead of embracing change and taking advantage of the online realm are sabotaging themselves. More and more people are turning to the Web as their primary source of information. Newspaper circulation has been in decline for years. Regulations and technology impede phone solicitation. Cable and satellite TV have taken advertising dollars away from commercial television. Remote controls and TiVo devices allow viewers to fast forward commercials or skip them altogether.

People have shorter attention spans for ads because they are exposed to more sources of advertising. Thus marketers must work harder to get their messages across. Consumers surfing the Web can skip your ad easily. So rather than bombarding people with information, the challenge is to entice them to pay attention to your message. You want to be informative, reputable and approachable. Make no mistake – the consumer is in control now. Your customers want to know that you are responsive, and open to their suggestions and feedback. Consumer bloggers...

About the Author

Mike Moran, co-author of Search Engine Marketing, Inc., has worked on the Web since its earliest days, in both marketing and technical roles, including eight years on IBM’s customer-facing Web site.

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