The New Language of Marketing 2.0 How to Use ANGELS to Energize Your Market

by Carter, Sandy

• ISBN13: 9780137142491
• ISBN10: 0137142498
• Edition: 1st
• Format: Paperback
• Copyright: 2008-10-31
• Publisher: IBM Press

Summary

"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 "Itrs"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. Yours"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: bull; Social networks with virtual environments, including Second Life bull; Online communities including Facebook bull; Viral Marketing and eNurturing bull; Serious Gaming bull; Widgets bull; Wikis bull; Blogging, including Twitter bull; RSS bull; Podcasting bull; Videocasting Whether yours"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 Carterrs"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!!! Donrs"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. ================================== 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 Chapte

Author Biography

Sandy Carter is IBM’s vice president of SOA and WebSphere marketing, strategy, and channels. She is responsible for IBM’s cross-company, worldwide SOA initiatives and is in charge of one of IBM’s premier brands, IBM WebSphere. Carter is known for her outstanding innovative Marketing 2.0; she has led the brand to win 14 industry marketing awards in the past year.

Embracing the new global world, Carter has traveled to more than 59 countries to meet with customers and partners while assisting IBM’s SOA initiatives to earn third-party validation and top leadership rankings by analysts and pundits alike. She has combined her marketing prowess with her love of technology by being a constant student of the new world and leveraging the new Web 2.0 tools of social networking, serious gaming, twitter, viral, and blogging. Please visit Carter’s blog at http://socialmediasandy.wordpress.com/.

Carter is an active member of Women in Technology International (WITI) and a member of the WITI Executive Advisory Council, the Marketing Focus Advisory Council (where she was named winner of the Best Speaker Award), the chief marketing officer (CMO) Inner Circle, and the American Management Association (AMA). She also serves as a board member of the Grace Hopper Industry Advisory Committee and is the co-lead of IBM Partnership Executive at Duke University. Carter is listed in Madison’s Who’s Who and is a founding member of the WITI Global Executive Network (GEN) program for senior executive women.

Carter is a frequent speaker at industry events sponsored by Infoworld magazine, Gartner Group, IDC, Forrester, and the WITI. Twice she has won the AIT Global’s most valuable member of the year award for the United Nations ICT for Sustainable Development. She holds a bachelor of science degree from Duke University and an MBA from Harvard Business School.

 

Table of Contents

Forewords	p. xxix
Preface	p. xxxiii
Acknowledgments	p. xxxix
About the Author	p. xli
Introduction	p. 1
A Analyze Here, There, and Everywhere
Listening and Analyzing in the Global World	p. 13
Listening and Analyzing in Both Old and New Ways	p. 14
Discovery	p. 15
The Traditional Methodology	p. 17
New Trends in Research	p. 21
Online Communities for Insight	p. 21
Blogs for Insight	p. 23
Online Product Reviews	p. 25
Segmentation	p. 26
Globalization	p. 29
Conclusion	p. 35
Segmentation in Action: The Nortel Case	p. 37
Focus on Global-Local Marketing	p. 38
Focus on Nortelrsquo;s Lauren Flaherty	p. 39
What Is Nortel?	p. 39
The Customers	p. 39
The Product	p. 40
The Competition	p. 40
The Global-Local Agenda at Nortel	p. 40
Fish Where the Fish Are!	p. 40
Application to Your Company	p. 42
The Global Brand Analysis	p. 43
Operation Tornado	p. 46
Application to Your Company	p. 48
Nortel Lessons Learned	p. 49
Skills	p. 49
Based on Criteria Only	p. 49
Speed, Baby!	p. 49
The Outcomes	p. 50
Conclusion	p. 50
Globalization: Lenovo, Google, Unilever, and IBM	p. 53
Focus on Unileverrsquo;s Dove Brand	p. 53
The Global-Local Concept at Dove	p. 54
Success Measured	p. 57
Top Five Lessons Learned	p. 58
Application to Your Company	p. 59
Focus on Lenovo	p. 60
A Discussion of the Global-Local Concept with Wang Yongndash;Editor in Chief, CMO Magazine in China	p. 62
Success Measured	p. 64
Top Five Lessons Learned	p. 64
Table of Contents provided by Publisher. All Rights Reserved.