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Marketing in the Moment: The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First ReviewI found reading this book like sipping a frothy latte, enjoyable but light and when it's gone, it's gone. I picked up some tips, but I found this book much more oriented towards speculative strategic thinking than practical tactics.
The book's core argument, that we're moving away from "open" web platforms that don't have much privacy or filtering, towards "closed" ones, was a useful insight for me. I don't disagree with his core premise about user behavior. But I roll my eyes when social media marketing is presented as other than labor-intensive and thus costly. The argument that just because you can use Facebook to market your business for free does not make marketing on Facebook free. The author, like many social media writers, kind of ignores the time-intensity of using guerilla tactics in social media.
Some web users barely use a search engine at all, which is the "open" web. They may spend all their time on closed platforms such as virtual reality games, Facebook, and especially platforms that work well with little mobile devices. It's a shift in user habits that is very real and it means that your future customers are going to find you inside those closed platforms, not by using the search engines. I was really impressed by the thinking on this and I think he's right about it.
That said, in the chapters of the book that cover specific types of platforms the author enthuses too much about what's great about the platform but doesn't adequately (in my opinion) address the costs of entering these new advertising and engagement media. Like many social media enthusiasts he seems to feel we should just jump into all of it with both feet. The problem is the labor-intensity of learning to adapt and the grunt work of building presences within these new platforms. Obviously we're going to have to choose a few and ignore the rest, but the author's enthusiasm for all the new platforms means that if you follow his advice you'll be buried up to your neck in new websites to join and explore.
The author addresses our concerns at the start: that social media marketing can be a big time and resource waster. He promises that he'll show us ways to always come out ahead and get maximum bang for our buck. I didn't feel he made good on the promise though.
While the book offers a lot of practical tips, the author is most interested in internet trends towards what he calls Web 3.0. He's speculating as to which media channels may get big and important. In his enthusiasm for all the new toys, I found his arguments for using these new tools became ungrounded. While the book does contain some practical advice for using things like Twitter and texting, it also ventures into areas of marketing in the new media, such as virtual reality worlds, where you would have to have staff investing tremendous amounts of time learning the platforms and networking within them.
The author's inspirations are billion-dollar companies like Zappos. These businesses have the resources to put full-time staff on projects like building a presence in "Second Life" and the 20-odd other virtual reality sites he reals off as worth investigating. I'm happy for the author that he gets to mastermind massive campaigns in these new media and direct his scores of virtual employees, but as a practical matter I found many of the tactics suggested in the book pretty impractical for a business without deep pockets.
I found a few tips I could use. The book is nicely designed and the author has a breezy prose voice. While reading I was excited about some of the methods described so I signed-up for a SecondLife account to check it out. I encountered an environment that clearly has a massive learning curve. If you had an employee or two on staff who already enjoyed virtual reality worlds, they'd learn faster I suppose - but as a solo-preneur and marketing consultant, I'm just too busy with everything I'm already doing to invest my time learning platforms that basically amount to playing with virtual paper dolls
Marketing in the Moment: The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First Overview"With the rapid change for marketers and businesses, knowing the right thing to do is a must. It's do or die. Marketing in the Moment gives the reader the right tools to win and now!"--Jeffrey Hayzlett, Chief Marketing Officer of Kodak, author of The Mirror Test"The online marketing world is changing fast, and nobody knows for sure what's coming next. This book can help you be better prepared for the changes that are already afoot."--Tony Hsieh, CEO of Zappos, author of Delivering Happiness"Why go to an expensive Internet marketing course when everything you need for Web 3.0 is right here? With Internet marketing growing by leaps and bounds, it might seem difficult to keep up. But after reading Tasner's book, learning his many easy-to-learn practical strategies, I'm ready to conquer the Internet. I strongly recommend this book."--Joseph Sugarman, Chairman of BluBlocker Corporation, author of Advertising Secrets of the Written Word"This powerful book is loaded with great ideas to help you attract more customers and make more sales--immediately!"--Brian Tracy, author of The Art of Closing the Sale"If you cannot generate money online after implementing the realistic insights and strategies revealed in Tasner's book, Marketing in the Moment, then throw in the towel--game over!"--Joel Bauer, author, speaker, and mentorWith the explosion in Web, mobile, and social media marketing channels, you have an extraordinary array of new marketing options to choose from. Which ones work? How do you make them work--without wasting a fortune on trial and error? Get this book, that's how! Top Web marketing consultant Michael Tasner has written the definitive practical guide to driving maximum value from next-generation Web, online, mobile, and social marketing. Drawing from his innovative marketing techniques, Tasner has written the first book on Web 3.0 marketing. Tasner helps marketers, entrepreneurs, and managers move beyond hype and high-level strategy to proven tactics and successful ground-level execution. You'll discover which new marketing technologies deliver the best results and which hardly ever pay for themselves...how to use virtual collaboration to accomplish marketing projects faster and at lower cost...how to build realistic, practical action plans for the next three months, six months, and twelve months. Whatever you sell, wherever you compete, no matter how large or small your company is, this book will help you build leads, traffic, sales, market share--and profits! Capitalizing on the new "content marketing"The megashift from blogging to microblogging--and what it means to you
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