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Overview
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
“Hits the nail on the head: social media efforts
should put a face on the company and not focus
on the tools.” —THOMAS HOEHN, Director, Interactive Marketing,
Eastman Kodak Company
“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.
Synopsis
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
“Hits the nail on the head: social media efforts
should put a face on the company and not focus
on the tools.” —THOMAS HOEHN, Director, Interactive Marketing,
Eastman Kodak Company
“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.
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.
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.)