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The New Language of Marketing 2.0: How to Use Angels to Energize Your Market
"Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind."
—Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic From Idea to Execution
“It’s no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly—The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that.”
—Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School
“Most U.S. marketers mistakenly think 'going global' is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real-life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success.”
—Anne Holland, Founder, MarketingSherpa Inc
Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results
For every marketer, strategist, executive, and entrepreneur
Today, marketers have an array of radically new Web 2.0-based techniques at their viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools—and using them to maximize revenue and profitability.
Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more.
Includes information, case studies, and working examples for next generation marketing strategies such
• Social networks with virtual environments, including Second Life
• Online communities including Facebook
• Viral Marketing and eNurturing
• Serious Gaming
• Widgets
• Wikis
• Blogging, including Twitter
• RSS
• Podcasting
• Videocasting
Whether you’re a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies—now, and for years to come.
Sandy Carter’s breakthrough ANGELS approach, a step-by-step framework for
Analyze and ensure strong market understanding
Nail the relevant strategy and story
Go to Market Plan
Energize the channel and community
Leads and revenue
Scream!!! Don’t forget the Technology!
BONUS Content Available
Additional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com/angels.
==================================
Table of Contents
Introduction
Analyze Here, There, and Everywhere
Chapter 1: Listening and Analyzing in the Global World
Chapter 2: Segmentation in The Nortel Case
Chapter 3: Lenovo, Google, Unilever, and IBM
Nail the Strategy
Chapter 4: Fish Where the Fish Are and Use the Right Bait
Chapter 5: Relevance and Forrester Research
Chapter 6: Lightly EepyBird, The Coca-Cola Company, and Mentos
Chapter 7: Corporate Social IBM’s Project Green and Marks & Spencer
Go-to-Market
Chapter 8: Break Through the Noise
Chapter 9: Influencer The IBM Case Study
Energize the Ecosystem and Market
Chapter 10: The New Vessels
Chapter 11: Energize the Channel with OMG, Adobe and Rubicon Consulting, and Harley-Davidson
Chapter 12: Virtual The Coca-Cola Company and IBM
Chapter 13: The Use of Widgets at IBM
Chapter 14: Midwest Airlines and IBM
Chapter 15: Serious IBM’s Innov8
Leads and Revenue
Chapter 16: Show Me the A Discussion with Google, the Marketing Leadership Council, and MarketingNPV
Chapter 17: Innovation, Engagement, and Business adidas Group, ConAgra Foods, and Tellabs
Chapter 18: Marketing IBM Cognos
Scream Through Technology
Chapter 19: Screaming World Changes
Chapter 20: Technology IBM, Staples, Dell, and MyVirtualModel
Putting It All Together
Chapter 21: End-to-End IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology
Chapter 22: The Top 10 Don’ts and the Marketing Organization of the Future
The following materials can be found on the companion Web site at ibmpressbooks com/
Online 1: Relationship and Word of Rackspace
Online 2: Personal Branding
Online 3: National Environmental Policy Act
—Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic From Idea to Execution
“It’s no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly—The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that.”
—Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School
“Most U.S. marketers mistakenly think 'going global' is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real-life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success.”
—Anne Holland, Founder, MarketingSherpa Inc
Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results
For every marketer, strategist, executive, and entrepreneur
Today, marketers have an array of radically new Web 2.0-based techniques at their viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools—and using them to maximize revenue and profitability.
Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more.
Includes information, case studies, and working examples for next generation marketing strategies such
• Social networks with virtual environments, including Second Life
• Online communities including Facebook
• Viral Marketing and eNurturing
• Serious Gaming
• Widgets
• Wikis
• Blogging, including Twitter
• RSS
• Podcasting
• Videocasting
Whether you’re a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies—now, and for years to come.
Sandy Carter’s breakthrough ANGELS approach, a step-by-step framework for
Analyze and ensure strong market understanding
Nail the relevant strategy and story
Go to Market Plan
Energize the channel and community
Leads and revenue
Scream!!! Don’t forget the Technology!
BONUS Content Available
Additional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com/angels.
==================================
Table of Contents
Introduction
Analyze Here, There, and Everywhere
Chapter 1: Listening and Analyzing in the Global World
Chapter 2: Segmentation in The Nortel Case
Chapter 3: Lenovo, Google, Unilever, and IBM
Nail the Strategy
Chapter 4: Fish Where the Fish Are and Use the Right Bait
Chapter 5: Relevance and Forrester Research
Chapter 6: Lightly EepyBird, The Coca-Cola Company, and Mentos
Chapter 7: Corporate Social IBM’s Project Green and Marks & Spencer
Go-to-Market
Chapter 8: Break Through the Noise
Chapter 9: Influencer The IBM Case Study
Energize the Ecosystem and Market
Chapter 10: The New Vessels
Chapter 11: Energize the Channel with OMG, Adobe and Rubicon Consulting, and Harley-Davidson
Chapter 12: Virtual The Coca-Cola Company and IBM
Chapter 13: The Use of Widgets at IBM
Chapter 14: Midwest Airlines and IBM
Chapter 15: Serious IBM’s Innov8
Leads and Revenue
Chapter 16: Show Me the A Discussion with Google, the Marketing Leadership Council, and MarketingNPV
Chapter 17: Innovation, Engagement, and Business adidas Group, ConAgra Foods, and Tellabs
Chapter 18: Marketing IBM Cognos
Scream Through Technology
Chapter 19: Screaming World Changes
Chapter 20: Technology IBM, Staples, Dell, and MyVirtualModel
Putting It All Together
Chapter 21: End-to-End IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology
Chapter 22: The Top 10 Don’ts and the Marketing Organization of the Future
The following materials can be found on the companion Web site at ibmpressbooks com/
Online 1: Relationship and Word of Rackspace
Online 2: Personal Branding
Online 3: National Environmental Policy Act
- GenresBusiness
466 pages, Paperback
First published October 1, 2008
10 people want to read
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Displaying 1 of 1 review
March 8, 2010
Complete guide to using Web 2.0 with traditional marketing
IBM Vice President Sandy Carter displays a considerable base of knowledge in this book, and that’s both a positive and a negative. The benefit is that you will find plenty of research data to provoke innovative marketing ideas. The drawback is that her intense explanations of processes and subprocesses bury much of that great information. While the text thoroughly presents the virtual marketing world, it has some technical problems in the real world. Its interesting screenshots are too small, and the writing is wordy, complex and filled with acronyms, like the name of IBM’s useful marketing program, “ANGELS,” the book’s framework. To the good, the insider-flavored corporate case studies are numerous and detailed. They show how major companies apply technology to their marketing by using everything from avatars to YouTube. getAbstract recommends this book to marketers who need a new-media immersion course and who want to know what the big players are doing.
IBM Vice President Sandy Carter displays a considerable base of knowledge in this book, and that’s both a positive and a negative. The benefit is that you will find plenty of research data to provoke innovative marketing ideas. The drawback is that her intense explanations of processes and subprocesses bury much of that great information. While the text thoroughly presents the virtual marketing world, it has some technical problems in the real world. Its interesting screenshots are too small, and the writing is wordy, complex and filled with acronyms, like the name of IBM’s useful marketing program, “ANGELS,” the book’s framework. To the good, the insider-flavored corporate case studies are numerous and detailed. They show how major companies apply technology to their marketing by using everything from avatars to YouTube. getAbstract recommends this book to marketers who need a new-media immersion course and who want to know what the big players are doing.
Displaying 1 of 1 review