No Size Fits All : From Mass Marketing to Mass Handselling

by Hayes, Tom (Author); Malone, Michael S. (Author)

• ISBN13: 9781591842675
• ISBN10: 1591842670
• Format: Hardcover
• Copyright: 2009-11-12
• Publisher: Portfolio Hardcover

Summary

Today’s markets have splintered into millions of powerful consumer communities— how can businesses adapt? It’s no secret that traditional mass marketing— network television, newspapers, direct mail—is dying. Consumer markets are increasingly fragmented, even as they become more connected, transparent, and global. The future of business is about penetrating selfforming niches, from affinity groups on Facebook to thousands of satellite channels and millions of private online communities. So how can businesses reach new customers, win their trust, and earn their loyalty? Tom Hayes and Michael S. Malone urge an entirely new approach, embracing small, trust-based online groups as powerful vehicles for creating customers and gathering invaluable feedback. But what they call marketing 3.0” isn’t as simple as setting up a YouTube channel. Drawing on many case studies, the authors offer a new set of tools for a world where attention is harder than ever to capture, but even more lucrative to hold. They explain how to use social media for a new kind of marketing—bottom-up instead of top-down, personal rather than public, subtle rather than full frontal. The payoff is a return to the power of oldfashioned handselling—turbocharged by bleedingedge technology.

Author Biography

Tom Hayes is a former senior marketing executive for Hewlett-Packard, Applied Materials, and AMD. He is the author of Jump Point: How Network Culture Is Revolutionizing Business and writes an awardwinning Blog.

Michael S. Malone, is one of America's most distinguished technology journalists. A former editor of Forbes ASAP, he has written many books, including Bill and Dave and The Virtual Corporation.

Table of Contents

Introduction: Ex Uno Plures (From One, Many)	p. 1
The Fragmented Economy: The World After Mass Markets
Rise of New Social Nodes: The More Connected We Get, the More Divided We Become	p. 19
Collective Effervescence: The Wealth of Nodes	p. 42
The Permanent Cascade: Why Networks Are Inherently Volatile	p. 64
Conspicuous Power: The New Mind of the Consumer
The Asymptote Curve: The Culture of Abundance	p. 89
Mashed Up Mindset: Why Categories Can No Longer Hold Things	p. 105
Abundance Costs: The High Price of Power	p. 116
Marketing 3.0: The Rise of Consumer Communities
The Pink Catallaxy: The Network Collective	p. 129
The Selfish Meme: From Mass Media to Mass Connections	p. 148
Marketing Is Membership: Handselling to a Fragmented World	p. 159
Love Money: The World After Material
New Systems of Trust: Adding Context to Commerce	p. 197
The Question of Order: Strategy for a Fragmented World	p. 220
The Hunger to Belong: Returning to Our Ancient Roots	p. 239
Acknowledgments	p. 261
Index	p. 263
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