About the Book
Every day the world sees more than 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. Microcontent is fast becoming a dominant force in media, we live in an age of information overload, and consumer attention is the scarcest commodity of all. If you’re a marketer and hope to earn even a thin slice of that attention, your job has never been tougher than it is today.
How do you thread your messages through, literally, billions upon billions of bite-sized information snapshots to reach the right people? One thing’s for sure: you’re not going to succeed using traditional mass approaches. Instead the next big thing (and the key to new marketing success) is actually very small – in fact, it’s so small it’s micro. Greg Verdino’s thoroughly modern take on micromarketing will empower you to rethink, retool and revitalize your marketing strategies to take full advantage of the opportunities created by the microcontent explosion. But you’ll need to start thinking and acting small if you want to succeed.
In microMARKETING: Get Big Results by Thinking and Acting Small, Greg helps you understand why the Web is getting “smaller” every day; what this means for your business; and how to create a strategy that emphasizes relationships over reach, interaction over interruption, social networking over broadcast networks and the right small things over big-budget media buys. Through a series of real world examples gleaned from work by the world’s biggest brands and the web’s scrappiest start-ups, Greg will provide answers to some of today’s toughest marketing questions:
How do I earn the attention of the right influencers and connect with my core customers?
Can I really build my brand one blog post, one video clip, or even one tweet at a time?
How to I achieve massive scale in an age 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 may no longer a viable marketing strategy but micromarketing will empower you to resonate with consumers in compelling new ways, and enable you to achieve the big results that no longer seem possible with traditional approaches.