Thursday, November 18, 2010

BOOK REVIEW: Marketing in the Moment by Michael Tasner



ABOUT THE BOOK:

With 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
  • A world run by smartphones: iPhones, BlackBerrys, and beyond
  • Reaching a billion cellphone users: SMS, MMS, mobile ads, voice broadcasts, and more
  • Plurk? UStream? Joost? Tumblr? iGoogle?
  • Profiting from the sites and tools you may never have heard of
  • Your Web marketing 360-degree review
  • Systematically optimizing everything you’re already doing online
MY REVIEW:

Whatever you are marketing, Marketing in the Moment by Michael Tasner is sure to provide you with new ideas for marketing your product to your target audience in a variety of different ways. Not all may apply to you or your business, but the book as a whole will give you a new perspective on marketing in real time.

What is Web 3.0? It is microblogging (i.e. Twitter), virtual reality worlds (i.e. Second Life), collaboration (Google Apps, Skype, etc), Mobile phones, and Customization (i.e. Amazon.com). Web 3.0 marketing utilizes new technologies to reach target consumers whose buying trends are rapidly changing. These technologies include videos, collaboration, mobile marketing, web applications, open source code, etc.

In the first chapter, Tasner defines Web 2.0, its limitations and gives a general overview of Web 3.0. He describes how to conduct a 360-degree review of your web platform and marketing efforts. He then goes deeper into Web 3.0 – what it is and specific ideas for how to reach your target audience. Throughout the book, he provides Case Studies, “Tas Tips” (or ah-ha points), Checklists and To Do tactics.

In the dotcom world, business has become less personal, less face-to-face. Web 3.0 brings people face-to-face again, where we can meet over the internet using streaming video and interact in real time, rather than the “old fashioned” method of email. Overall, I found this book very thought-provoking, and reading it once was not enough. I now need to read it through again and begin really taking Tasner’s tips and advice and putting them to practice.