Marketing in the Moment
The Digital Marketing Guide to Generating More Sales and Reaching Your Customers First
2nd Edition
Published on 12. January 2015
Book
Hardback
240 pages
978-0-13-388981-9 (ISBN)
Description
Now fully updated, Marketing in the Moment, Second Edition is today's complete, practical, no-fluff desk reference to next generation social, mobile, and digital marketing.
Drawing on his extensive experience working with companies of all sizes, Michael Tasner helps you move beyond hype and high-level strategy to proven tactics and successful ground-level execution. Tasner assesses and distills each of today's most valuable options, helping you identify and leverage your own best opportunities.
Tasner reveals which new marketing technologies deliver the best results (and which hardly ever pay for themselves)... how to complete digital marketing projects faster and at lower cost... how to build realistic, focused action plans for the next three, six, and twelve months. This edition's coverage includes:
New ways to profit from emerging "Web 3.0" platforms and interaction methods
An all-new chapter on Pinterest, Instagram, and emotion-driven "picture marketing"
How to leverage high-value Google Hangouts video marketing
New SEO marketing tactics to supercharge your content marketing
Practical solutions for marketing on tablets and Android devices
The latest "laws" of mobile marketing
How to create mobile marketing apps fast
How to audit and optimize your current web/digital marketing programs
Cost-saving "open source" techniques that leverage others' hard work
And much more...
Thousands of entrepreneurs, business owners, technologists, executives, and marketing professionals have already benefited from the first edition of this book. Now, it's even more valuable. Whatever and wherever you sell, Marketing in the Moment, Second Edition will help you build leads, traffic, sales, market share - and profits!
Drawing on his extensive experience working with companies of all sizes, Michael Tasner helps you move beyond hype and high-level strategy to proven tactics and successful ground-level execution. Tasner assesses and distills each of today's most valuable options, helping you identify and leverage your own best opportunities.
Tasner reveals which new marketing technologies deliver the best results (and which hardly ever pay for themselves)... how to complete digital marketing projects faster and at lower cost... how to build realistic, focused action plans for the next three, six, and twelve months. This edition's coverage includes:
New ways to profit from emerging "Web 3.0" platforms and interaction methods
An all-new chapter on Pinterest, Instagram, and emotion-driven "picture marketing"
How to leverage high-value Google Hangouts video marketing
New SEO marketing tactics to supercharge your content marketing
Practical solutions for marketing on tablets and Android devices
The latest "laws" of mobile marketing
How to create mobile marketing apps fast
How to audit and optimize your current web/digital marketing programs
Cost-saving "open source" techniques that leverage others' hard work
And much more...
Thousands of entrepreneurs, business owners, technologists, executives, and marketing professionals have already benefited from the first edition of this book. Now, it's even more valuable. Whatever and wherever you sell, Marketing in the Moment, Second Edition will help you build leads, traffic, sales, market share - and profits!
More details
Other editions
Previous edition
Michael Tasner
Marketing in the Moment
The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First
Book
07/2010
Financial TImes Prentice Hall
€19.83
Article exhausted; check for reprint
Person
Michael Tasner has been called by many as one of the top marketing experts in the world. He built a successful digital marketing and design agency from the ground up and had the honor to run digital marketing for some of the biggest speakers, authors, coaches, consultants, and entrepreneurs in the world. He has also consulted with numerous Fortune 1000 firms on their Web strategies.
Michael is the former Chief Marketing Officer for Guerrilla Marketing International, and he is hand trained by the father of Guerrilla Marketing, Jay Conrad Levinson. Michael currently runs the premier marketing training company on the planet, No Joke Marketing (R).
Michael lives in Niagara Falls, NY with his wife Anna, twin boys Connor and Logan, and daughter Emma.
Michael is the former Chief Marketing Officer for Guerrilla Marketing International, and he is hand trained by the father of Guerrilla Marketing, Jay Conrad Levinson. Michael currently runs the premier marketing training company on the planet, No Joke Marketing (R).
Michael lives in Niagara Falls, NY with his wife Anna, twin boys Connor and Logan, and daughter Emma.
Content
Introduction 1
Recognize Any of These? 3
What Does This Mean to You? 3
Move Out of the Way, or Jump on the Bullet Train 4
Why Should You Listen to Me? 4
How to Use This Book 5
FAQs 6
Do All the Tactics Apply to My Business? 6
Is Digital Marketing Expensive to Do? 7
Who Does This Book Apply To? 7
Are There Other Tools in This Book Besides Online Marketing? 7
1 The Mindset Shift: From Web 2.0 Digital Marketing to Web 3.0 Digital Marketing and Beyond 9
What Is Web 2.0? 9
The Limitations of Web 2.0 Thinking 10
Oversaturation 11
Misconceptions 12
Time 12
Modes of Interaction 12
Openness 13
So Where Are We at from a Digital Marketing Standpoint Today? 13
2 How Does Your Digital Marketing Look Today? 17
Times Are a Changing 17
Increasing Mobility and Reliance on Mobile Devices 17
Social Shoppers 18
A Reduction in the Need to Be "Belly-to-Belly" 18
Everything Is Continuing to Go to the Web 18
Conducting a 360-Degree Review of Your Web Platform and Marketing Efforts 19
Investing in New and Additional Technologies 24
The Top Five Things You Need to Do to Master and Prepare for the Web 3.0 Wave 25
3 Social on Steroids: How to Correctly Capitalize on Social Media 27
The Secret Sauce to Social Media 28
The Big Six 31
YouTube 32
Google+ 33
LinkedIn 34
Facebook 35
Twitter 36
Pinterest 38
Social Media Disaster Planning 39
Social Media Advertising 40
Case Study 42
4 The Content Craze: Grabbing Your Customers' Attention Before Your Competition 45
Blogging 46
Blogging: What Is a Blog? 47
Your Entire Web Site as a Blog 47
The Two Key Types of Blogs 48
Why Should You Be Blogging? 50
How to Fully Utilize the Power of Your Blog 50
Infographics 54
Infographics: What Are They? 55
Marketing with Infographics 55
Podcasting 57
What Is Podcasting? 57
How to Get Started 58
The Technology and Devices Needed 59
Recording Your First Podcast 61
Distributing Your Podcast 61
How to Get Thousands of Listeners 62
5 Mobile Marketing: The One Trend That Cannot Be Ignored 65
What Is Mobile Marketing? 66
Mobile Marketing with SMS 66
Mobile Marketing with MMS (Pictures/Videos) 68
In-Game Mobile Marketing 69
Mobile Web Marketing 69
Mobile Marketing Guidelines 69
A World Run on Mobile Devices 70
Developing a Mobile Responsive
Web Site 71
How to Implement Mobile Marketing 72
SMS 73
MMS 78
Mobile Ads 81
Voice Broadcasts 83
6 Virtual Reality Worlds: The Hows and Whys of This Unique Marketing Universe 87
The Basics of Virtual Reality World Communities 91
www.SecondLife.com 92
www.ActiveWorlds.com 93
www.There.com 94
www.Kaneva.com 95
www.Worlds.com 95
Moove 96
www.IMVU.com 96
Other Worlds 99
How to Leverage the Trend 100
Virtual Trade Shows and Events 102
Comparison Between Live and Virtual Trade Shows 103
Advantages of Virtual Trade Shows 105
Disadvantages of Virtual Trade Shows 105
Virtual-Reality-World Banner Ads 110
7 Video Marketing: Leveraging Video for More Profits 113
The Video Craze 113
Where Do You Start? 114
Video Search Engine Optimization 121
Taking a Video Viral? 123
Shifting from YouTube to Ustream, Livestream, and Google Hangouts 125
Two Options for Viewing Video 125
Internet TV 132
Starting Your Own Internet TV Channel 132
The Easy Video Recorder 137
A Show on Real Television? 138
8 Leveraging Tools to Speed Up and Automate Your Marketing 141
Customer Relationship Management 141
Tracking Your Web Site 145
Search Engine Optimization 149
Social Media Marketing 150
Reputation Monitoring 151
Creating Landing Pages 151
Email Marketing 152
Video Hosting 152
Miscellaneous Tools 153
Shopping Cart 154
9 Web Applications: How to Grow Your Business by Producing an App 155
What Are Web Apps? 155
Using Mobile Apps in Your Digital Marketing 156
Live Streaming Video Apps 157
Creating Your Own Mobile App 158
Lead Generation and Profit Apps 159
Using Apps to Aid in Your Customer Experience 162
Apps on Other Platforms 163
10 Open-Source Code: How to Find and Use Others' Hard Work for Maximum Impact 167
What Is Open-Source Code? 167
Using Open-Source Code 168
11 Collaboration and Speed: The Secret Sauce to Marketing in the Moment 173
Google Apps 174
Collaboration Tools 179
Collaboration Tool 1: Chatting 179
Collaboration Tool 2: Sharing Docs, Audios,
Videos, and Files 180
Collaboration Tool 3: Project Management 181
Collaboration Tool 4: Teleconferences and
Webinars 182
12 Digital Marketing Superstars 183
Company: Fro Knows Photo 183
Company: Kegworks.com 184
Company: Lyods Taco Truck 185
Company: Plastic Printers 186
Company: River Pool Spas 186
Company: The Points Guy 187
Company: TD Bank 188
13 Your Action Plan: Putting It All Together and Taking Action 191
SWOT Analysis 191
Your Action Plan for the Next Three to Six Months and Beyond 195
The Areas You Should Start with Immediately 198
Final Thoughts on the Evolution of the Web 200
Conclusion: The Art of Taking Action 203
Index 205
Recognize Any of These? 3
What Does This Mean to You? 3
Move Out of the Way, or Jump on the Bullet Train 4
Why Should You Listen to Me? 4
How to Use This Book 5
FAQs 6
Do All the Tactics Apply to My Business? 6
Is Digital Marketing Expensive to Do? 7
Who Does This Book Apply To? 7
Are There Other Tools in This Book Besides Online Marketing? 7
1 The Mindset Shift: From Web 2.0 Digital Marketing to Web 3.0 Digital Marketing and Beyond 9
What Is Web 2.0? 9
The Limitations of Web 2.0 Thinking 10
Oversaturation 11
Misconceptions 12
Time 12
Modes of Interaction 12
Openness 13
So Where Are We at from a Digital Marketing Standpoint Today? 13
2 How Does Your Digital Marketing Look Today? 17
Times Are a Changing 17
Increasing Mobility and Reliance on Mobile Devices 17
Social Shoppers 18
A Reduction in the Need to Be "Belly-to-Belly" 18
Everything Is Continuing to Go to the Web 18
Conducting a 360-Degree Review of Your Web Platform and Marketing Efforts 19
Investing in New and Additional Technologies 24
The Top Five Things You Need to Do to Master and Prepare for the Web 3.0 Wave 25
3 Social on Steroids: How to Correctly Capitalize on Social Media 27
The Secret Sauce to Social Media 28
The Big Six 31
YouTube 32
Google+ 33
LinkedIn 34
Facebook 35
Twitter 36
Pinterest 38
Social Media Disaster Planning 39
Social Media Advertising 40
Case Study 42
4 The Content Craze: Grabbing Your Customers' Attention Before Your Competition 45
Blogging 46
Blogging: What Is a Blog? 47
Your Entire Web Site as a Blog 47
The Two Key Types of Blogs 48
Why Should You Be Blogging? 50
How to Fully Utilize the Power of Your Blog 50
Infographics 54
Infographics: What Are They? 55
Marketing with Infographics 55
Podcasting 57
What Is Podcasting? 57
How to Get Started 58
The Technology and Devices Needed 59
Recording Your First Podcast 61
Distributing Your Podcast 61
How to Get Thousands of Listeners 62
5 Mobile Marketing: The One Trend That Cannot Be Ignored 65
What Is Mobile Marketing? 66
Mobile Marketing with SMS 66
Mobile Marketing with MMS (Pictures/Videos) 68
In-Game Mobile Marketing 69
Mobile Web Marketing 69
Mobile Marketing Guidelines 69
A World Run on Mobile Devices 70
Developing a Mobile Responsive
Web Site 71
How to Implement Mobile Marketing 72
SMS 73
MMS 78
Mobile Ads 81
Voice Broadcasts 83
6 Virtual Reality Worlds: The Hows and Whys of This Unique Marketing Universe 87
The Basics of Virtual Reality World Communities 91
www.SecondLife.com 92
www.ActiveWorlds.com 93
www.There.com 94
www.Kaneva.com 95
www.Worlds.com 95
Moove 96
www.IMVU.com 96
Other Worlds 99
How to Leverage the Trend 100
Virtual Trade Shows and Events 102
Comparison Between Live and Virtual Trade Shows 103
Advantages of Virtual Trade Shows 105
Disadvantages of Virtual Trade Shows 105
Virtual-Reality-World Banner Ads 110
7 Video Marketing: Leveraging Video for More Profits 113
The Video Craze 113
Where Do You Start? 114
Video Search Engine Optimization 121
Taking a Video Viral? 123
Shifting from YouTube to Ustream, Livestream, and Google Hangouts 125
Two Options for Viewing Video 125
Internet TV 132
Starting Your Own Internet TV Channel 132
The Easy Video Recorder 137
A Show on Real Television? 138
8 Leveraging Tools to Speed Up and Automate Your Marketing 141
Customer Relationship Management 141
Tracking Your Web Site 145
Search Engine Optimization 149
Social Media Marketing 150
Reputation Monitoring 151
Creating Landing Pages 151
Email Marketing 152
Video Hosting 152
Miscellaneous Tools 153
Shopping Cart 154
9 Web Applications: How to Grow Your Business by Producing an App 155
What Are Web Apps? 155
Using Mobile Apps in Your Digital Marketing 156
Live Streaming Video Apps 157
Creating Your Own Mobile App 158
Lead Generation and Profit Apps 159
Using Apps to Aid in Your Customer Experience 162
Apps on Other Platforms 163
10 Open-Source Code: How to Find and Use Others' Hard Work for Maximum Impact 167
What Is Open-Source Code? 167
Using Open-Source Code 168
11 Collaboration and Speed: The Secret Sauce to Marketing in the Moment 173
Google Apps 174
Collaboration Tools 179
Collaboration Tool 1: Chatting 179
Collaboration Tool 2: Sharing Docs, Audios,
Videos, and Files 180
Collaboration Tool 3: Project Management 181
Collaboration Tool 4: Teleconferences and
Webinars 182
12 Digital Marketing Superstars 183
Company: Fro Knows Photo 183
Company: Kegworks.com 184
Company: Lyods Taco Truck 185
Company: Plastic Printers 186
Company: River Pool Spas 186
Company: The Points Guy 187
Company: TD Bank 188
13 Your Action Plan: Putting It All Together and Taking Action 191
SWOT Analysis 191
Your Action Plan for the Next Three to Six Months and Beyond 195
The Areas You Should Start with Immediately 198
Final Thoughts on the Evolution of the Web 200
Conclusion: The Art of Taking Action 203
Index 205