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MicroMarketing: Get Big Results by Thinking and Acting Small, by Greg Verdino
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Praise for microMARKETING
“Greg presents the greatest hits of social media marketing, a litany of stories designed to persuade you to stop demanding the web conform to your desire for mass―and instead realize that mattering a lot to a few people is worth far more than mattering just a little to everyone.” ―SETH GODIN, author of Linchpin
“Micromarketing is big marketing. Now anybody can dominate a market. Especially you. So what are you waiting for?” ―DAVID MEERMAN SCOTT, bestselling author of The New Rules of Marketing & PR
“Makes the case for the death of mass marketing in a compelling way.” ― AL RIES, coauthor of War in the Boardroom “microMARKETING offers a hopeful vision for anyone who has ever had to create a great marketing plan without a million-dollar budget or an army of resources.” ―ROHIT BHARGAVA, author of Personality Not Included and senior vice president at Ogilvy 360 Digital Influence“Shows how big became passé and proves that in our overhyped society the teeniest push is the way in.” ―RICHARD LAERMER, author of 2011 and CEO of RLM PR
“Follow Greg’s seven shifts from mass to micro and you’ll be a micromaven, capturing the attention of your audience, before you know it.” ―DONNA M. TOCCI, Director, Web/New Media, Ingersoll Rand
“Filled with fresh strategies for engaging fragmented markets and frazzled customers.” ―JILL KONRATH, bestselling author of SNAP Selling and Selling to Big Companies
“A must-read for anyone in marketing or technology.” ―DARREN HERMAN, Chief Digital Media Officer, kirshenbaum bond senecal + partners
“Will help businesses move from a fading era of mass marketing to embrace a meaningful genre of micro collaboration that builds macro markets.” ―BRIAN SOLIS, author of Engage and founder of BrianSolis.com
About microMARKETING
Every day the world sees 1 million new blog posts, tens of millions of tweets, hundreds of millions of new pieces of Facebook content, and more than 1 billion YouTube videos.
Where does your brand fit in?
In our age of information saturation, consumer attention is the scarcest commodity of all―which makes your job tougher than ever. How do you thread your messages through billions of bite-sized information snapshots to reach the right people? One thing’s for sure, you’re not going to succeed using traditional approaches. Mass marketing is dead; the next big thing is indeed very small.
microMARKETING empowers you to rethink, retool, and revitalize your marketing strategies to take full advantage of the opportunities created by the microcontent explosion. A pioneer in the world of microcontent marketing, Greg Verdino helps you create a strategy that emphasizes relationships over reach, interaction over interruption, and social networking over broadcast networks.
You’ll find the answers to today’s toughest questions:
- How do I earn the attention of the right influencers and my core customers?
- How do I really build my brand one blog post, one video clip, or even one tweet at a time?
- How do I achieve massive scale when mainstream media is losing ground to consumer content creators and peer-to- peer distribution?
- How do I strike a balance between tapping into today’s biggest marketing trends without losing sight of the little things that matter?
When one door closes, another opens. Mass marketing is no longer a viable marketing strategy and, likely, never will be again. Micromarketing, though, enables you to resonate with consumers in compelling new ways and achieve the big results that no longer seem possible with traditional approaches.
It’s time to start building your brand, finding new customers, establishing relationships, and getting real results on this exciting new frontier. microMARKETING will show you the way.
- Sales Rank: #1872033 in Books
- Published on: 2010-08-09
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .94" w x 6.40" l, 1.36 pounds
- Binding: Hardcover
- 288 pages
From Publishers Weekly
In his first book, industry veteran Verdino argues that the gold standard in advertising is no longer the Superbowl spot, but rather DIY viral efforts aimed at generation-Y. Urging companies to "market smarter," Verdino describes how Proctor and Gamble spent millions in a failed attempt to launch an online brand of personalized cosmetics while an unknown make-up artist turned how-to videos on YouTube into a successful partnership with Sephora. Authenticity is key, and large companies are jumping on the brand wagon, developing ingenious methods of connecting with this coveted consumer group. Ford Motors, for instance, hoping to make the Fiesta cool to this generation, loaned the cars to 100 young social media mavens as a means of "building evangelism, generating buzz, and sparking a movement" (drivers were required to compete in themed challenges, like poetry slams and star sightings). It's an interesting glimpse into the persuasive forces of constant contact, and an up-to-the-microsecond guide to new media marketing, but in Verdino's world, every relationship has commercial potential; the idea that there might be a pure human interaction seems never to have occurred to him. (Sept.)
(c) Copyright PWxyz, LLC. All rights reserved.
About the Author
Greg Verdino is vice president of strategy and solutions at Powered, Inc., a full-service social media agency. He has 20 years of experience in marketing and related fields and has advised such clients as American Airlines, American Express, Coca-Cola, Ford, and Panasonic. Verdino has been profiled in and quoted by many business and news media, including Advertising Age, Adweek, Forbes, The New York Times, and The Wall Street Journal. He lives in Huntington, NY.
Most helpful customer reviews
6 of 6 people found the following review helpful.
microMARKETING Offers Refreshing Look at Online Communications
By Science Fiction and Marketing
It's been about two years since I published a book review about online or social media marketing. Generally, while many friends have had their turn at the plate and I know their books have great helpful ideas and content, there tenants have had an element of redundancy, and I could not finish them (and I only review if I've read half of the book).
Greg Verdino`s microMARKETING offers a different experience with new, refreshing looks at online communications. In my mind, while it offers many of the tenants his contemporaries espouse, the book has new, exciting approaches and tenants. I actually found the book's style and approaches (do many small things well and Greg's view of earned media) inspiring, and caused me to rethink a couple of my own projects.
Case in point, the 7th Son case study in Chapter Eight was just fantastic. As someone who has published business book with a second in the works, but also has two novels almost contracted with publishers I could not help but absorb every detail. The case study made me resolve to re-edit one of the novels, and publish it independently (gasp) using social tools to promote.
This book is full of case studies like that, from Laura Luke and Sephora to the Dancing Man, as well as few social media mainstays that you'll be familiar with. In addition, the book offers seven principles of microMARKETING that are well explained and a series of questions in the final chapter to turn the quick read into a learning lesson for your organization.
I tend to lock onto great sound bites, and this one resonated so well with me, you can expect to see it in Welcome to the Fifth Estate (location 1172 on Kindle):
"All this creates a new marketing imperative and demands a new media model. When a company attempts to interrupt the stream, the stream is bound to shift course, or simply flow around the interruption. But if a brand can actually become part of the stream, it will be carried along in the flow itself."
I highly recommend microMARKETING not just for those looking to begin their journey, but for those of us who have seen a few rodeos in their time.
3 of 3 people found the following review helpful.
The Keys to the Social Marketing Kingdom
By Joanne E. Sprott
DISCLOSURE: I was the indexer for this book, but this review is unsolicited by the author. I do regular write-ups/reviews of my book projects on my blog once a month.
Micromarketing is a real must-have for anyone who wants to integrate their marketing ideas into the new virtual, niche world we all live in. I'm keeping my copy to help me market some personal poetry and essay stuff I'm doing. The mass market simply doesn't exist as a usable target, which is good for us little guys. The idea is to recruit social networking folks (called "micromavens") and basically take word-of-mouth to a whole new level of impact. Viral is the operational goal for any new product or service, but you better provide value, because your ongoing relationships with your mavens and through them the rest of your prospective clientele, depend on it. But you don't need a huge advertising budget (in fact ads are a bit outre in this world) to create success. It's pretty amazing. Power to the micros! Verdino has a very straightforward and engaging style for explaining his ideas, with lots of real/virtual-world examples to illustrate. And I've already printed out the last chapter, which is a fill-in-the-blank checklist to use in developing my own micromarketing campaign.
3 of 3 people found the following review helpful.
if you read this book you will know why reviews like this matter
By Jonathan Burg
DISCLOSURE: I don't currently work with Greg but think he's a swell fellow.
Great premise, great book. This isn't just another business book. It's not about the framework that will solve all your challenges or the latest and greatest business process. It's about building your business through the very real and very human actions that make great businesses tick. It's about the humanity that drives the world that is social business.
Greg is a prolific blogger and a fantastic presenter and it shows. Easy to read, featuring refreshingly new and human case studies, this is a must read for anyone sick of the same old talking points and ready for inspiration.
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