| The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market | 
 enlarge | Author: Sandy Carter
Publisher: IBM Press
Category: Book
List Price: $24.99
Buy New: $11.49
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Avg. Customer Rating:  1 reviews
Sales Rank: 84000
Media: Paperback
Edition: 1
Number Of Items: 1
Pages: 512
Shipping Weight (lbs): 1.4
Dimensions (in): 8.9 x 6 x 1.2
ISBN: 0137142498
Dewey Decimal Number: 658.872
EAN: 9780137142491
ASIN: 0137142498
Publication Date: November 10, 2008
Availability: Usually ships in 1-2 business days
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Product Description
"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 Innovators: 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 disposal: 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 studies: 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 as:
• 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 success:
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 Online:
Additional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com/angels.
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Table of Contents
Introduction
A: Analyze Here, There, and Everywhere
Chapter 1: Listening and Analyzing in the Global World
Chapter 2: Segmentation in Action: The Nortel Case
Chapter 3: Globalization: Lenovo, Google, Unilever, and IBM
N: Nail the Strategy
Chapter 4: Fish Where the Fish Are and Use the Right Bait
Chapter 5: Relevance and Roles: Forrester Research
Chapter 6: Lightly Branded: EepyBird, The Coca-Cola Company, and Mentos
Chapter 7: Corporate Social Responsibility: IBM’s Project Green and Marks & Spencer
G: Go-to-Market
Chapter 8: Break Through the Noise
Chapter 9: Influencer Value: The IBM Case Study
E: Energize the Ecosystem and Market
Chapter 10: The New Vessels
Chapter 11: Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-Davidson
Chapter 12: Virtual Environments: The Coca-Cola Company and IBM
Chapter 13: Widgets: The Use of Widgets at IBM
Chapter 14: Blogs: Midwest Airlines and IBM
Chapter 15: Serious Gaming: IBM’s Innov8
L: Leads and Revenue
Chapter 16: Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPV
Chapter 17: Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and Tellabs
Chapter 18: Marketing Dashboards: IBM Cognos
S: Scream Through Technology
Chapter 19: Screaming World Changes
Chapter 20: Technology Matters: IBM, Staples, Dell, and MyVirtualModel
Putting It All Together
Chapter 21: End-to-End Example: 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/angels:
Online 1: Relationship and Word of Mouth: Rackspace
Online 2: Personal Branding
Online 3: National Environmental Policy Act
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| Customer Reviews:
Managing Change January 5, 2009
This book is a winner! Five stars to the authors for describing how the language of marketing has shifted. A roadmap for flexible response to changing market conditions has descriptions of dashboards and collaboration, relevant metrics and communications, providing readers with a concise handbook for success in the running of any marketing department. Understanding the customer is the paramount part of marketing, now a task undertaken in the context of the global rethinking of business practices. Sandy Carter's new book, "The new Language of Marketing 2.0" describes Web 2.0 approaches to marketing. As technology enables new ways of connecting with customers to focus on key business steps, a new language is needed to describe the process shifts.
The book carefully outlines tools for rethinking business practices in the context of the current economic downturn. Companies are rearranging marketing campaigns to leverage global assets more efficiently. Localization includes using the technology tools available to manage value in the ecosystem. Collaboration is a significant aspect of the ecosystem, aptly described by Carter so that readers can get multiple examples of how collaborations are being evolved by marketing departments in the enterprise as it economically attacks global market opportunities.
The language of marketing gives departments the tools to manage opportunity, seek new clients, and focus on the strength of each partner. Role based process is one way to think about the alternatives and the relative value of key performance indicators in any given situation. Roles are understood in the context of key topics of the day.
Innovation holds the key to climbing out from the current worldwide recession. Carter's book holds some significant clues to what will work for engagement with customers to achieve business results. She describes how dashboards can be used to show the value of a business so it can be articulated in a manner that achieves better results. Alerts provide metric based roadmaps.
Carter described how new tools for marketing departments permit managers to move the focus from internal measurements to external measurements of market opportunity. Best of all are the descriptions of how to use ideas to drive better results. Due to advances in technology, services oriented architecture (SOA) systems permit evaluating new metrics that are arising in different customer communities and imposing automated process on the measurement of those metrics. These technologies are new, they have never been available before.
The use of automated process to achieve innovation in the marketing context is dependent on a new language of business. A global economic slowdown has hit. All the old ways of doing business will change as we re-emerge into a new economic growth based climate, it will inevitably represent a change with innovation based on opportunity, unity brought by the global economy, not the local economy. As we know all business is local, just as all politics is local, but this is different.
Marketing needs a language that accommodates change, that accommodates innovation on a global scale and lets us manage marketing departments on a global scale. Web content management systems let a central marketing department manage localized web sites, and thereby spin out a marketing effort that is localized, but unified as well. Innovation is about recognizing change, articulating change, and managing change. For marketing departments to be responsive to change, they need the technology and the language described by Sandy Carter.
Susan Eustis, President WinterGreen Research
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