| Marketing in the Moment: The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First | 
| Author: Michael Tasner
Publisher: FT Press
Category: eBooks
In Stock
Rating:  27 reviews
Sales Rank: 8,910
Format: Kindle Book
Media: Kindle Edition
Edition: 1
Pages: 256
Number Of Items: 1
Dewey Decimal Number: 658.872
ASIN: B003MZ0XNO
Publication Date: June 10, 2010
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Product Description
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
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| Customer Reviews:
Showing reviews 1-5 of 27
 Really Excellent Coverage of Web 3.0 September 4, 2010
I love learning about marketing both online and off. Marketing In The Moment cleared up some of my misconceptions about internet marketing and taught me all about mobile marketing.... something I had no clue about. While this book would be too advanced for the casual marketer it is good for someone who already has a good understanding of online marketing.
 a shot of frothy optimism September 3, 2010
Loren Woirhaye (Easthampton, Massachusetts - Los Angeles, California)
I 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
The How-To Guide to Staying Ahead of the Marketing Curve September 3, 2010
Sacramento Book Review (Sacramento, CA)
Feel like Web 2.0 caught you and your business by surprise? Then you might want to get ahead of the curve by reading //Marketing in the Moment// by Michael Tasner. Tasner has created an interactive, tactical book to help explain how your business can make the most of the latest trends on the Internet. Starting with an explanation of Web 2.0, Tasner explains the shifting marketing world and what is coming next.
While Tasner, the owner of a Web marketing firm and author of many books, suggests reading the book twice (at least), even from a first reading you will find yourself engaged with the frequent checklists, to-do lists, and learning from the case studies and "Tas Tips." Relying on a variety of different businesses as examples, Tasner packs the book with practical information about how to build on your company's Web 2.0 marketing using microblogging, video, mobile technology, virtual reality communities, collaboration tools, applications, and open-source code. A helpful chapter on devising your own action plan concludes //Marketing in the Moment//, helping to level the playing field for Web 3.0.
Reviewed by Elizabeth Humphrey
Web 3.0 Marketing - Everything you need to get started is here! August 31, 2010
Cynthia E. Downes (Broken Arrow, OK, USA)
As a small business owner and social marketer, I enjoy reading books on marketing. When offered a chance to review Marketing in the Moment by Michael Tasner, I was delighted.
Tasner begins the book with a compelling argument that Web 2.0 is over and we are now moving on to Web 3.0.
Web 2.0 features social networks (Facebook, LinkedIn, MySpace), social media (YouTube, Flickr), user generated content (Squidoo, blogs, Wikipedia), and Social news and bookmarking (Digg, Delicious, StumbleUpon). He describes the limitations of these as being oversaturation, misconceptions, time, modes of interaction, and openness.
These limitations, he continues, can be overcome using Web 3.0 and its five key components: microblogging (Twitter, Plurk), vitual reality worlds (Second Life), customization/personalization (SendOutCards, Amazon, Google), Mobile (iPhone, Blackberry), and on-demand collaboration (Google Docs, Slideshare, Boxnet).
Tasner describes each of these Web 3.0 marketing components, shows you how to implement them, and provides case studies as examples. As a small business marketer, I found this book extremely interesting and helpful. I will definitely begin to implement some of these components a little at a time.
As a consumer, however, I have to admit that I cringed at his idea of using mobile and text messages for advertising. He does stress that these messages are opt-in, however, this still does not appeal to me. So, I surveyed my readers thinking maybe I was just too old to appreciate this advertising method. Overwhelmingly, the answer I got was no. Not one of them wanted marketing messages sent to via phone and/or text messages, even if it was a free coupon. They were not only concerned about privacy, but also that marketers may use up their minutes/text messages and the fact that it's too hard to print coupons from a mobile phone. Perhaps mobile marketing is coming, but it may take awhile to get us on board!
I appreciate Tasner's step-by-step guides for implementing each of the components that are included at the end of each chapter. He provides links to websites, information on how to set up accounts, and how to use the component for most effective marketing. He leaves you no excuse for utilizing these resources. All it takes is time and effort.
Everyone involved in marketing will find something useful in this book.
 Great advice for Marketers August 26, 2010
Milarepa (CA USA)
The fact that this book is endorsed by marketing greats like Jay Conrad Levinson of "Guerrilla Marketing" fame and Joseph Sugarman impressed me so much that I decided it was "must read" and I was right. In short, this book is a very current guide for taking advantage of Web 3.0 and other current technical trends in marketing.
I think this book is essential for any organization to take advantage of the potential benefits this sort of technology offers and there are many case studies showing how this can be done. I learned some strategies that I will be implementing in my own business.
Showing reviews 1-5 of 27
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