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The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World |  |
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The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World | |
网友对The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World的评论
I was assigned this book for my graduate level Digital Marketing class along with two other books and I'm happy to say this was the first we were asked to read. I read the entire book in two days, not in some last minute rush to do my homework but because it was so easy to read and I just couldn't put it down! The way the book is laid out allows you to take everything in without being overwhelmed. I personally have a marketing background but there are plenty of students in my class without it and they loved it as well. Mathieson's 10 easy to understand rules are put in context with example after example that make them relevant to any reader. The interviews at the end of each chapter give you a look into the industry from 10 different viewpoints and are fun and informative whether you know Crispin, Porter + Bogusky from Snack, Crackle + Pop or not.
I highly recommend this book to anyone wanting to know more about what successful digital marketing looks like.
An insightful look at what is and is not working in the digital marketing age. Most importantly, it gives you the reasons why. As such, it is an engaging textbook on digital brand principles.
>>>..."The On-Demand Brand" reveals to US the 10 essential rules for building on-demand brand experiences, drawn from our digital universes that are highly personalizable and uniquely shareable with our Customers / Consumers creating and participating in multiple communities of interest!!!...>>> "The On-Demand Brand" will show US how to bulld awareness and demand for our product & services offerings by honing in on the right combination of digital channels and interactions for our brand!!!...>>> Rick Mathieson, Authority, Author, etc. has put together the 10 Rules in 282+ Pages of Rich Knowledge, Content, Context, Examples, Q&A, and so much more!!!...>>> Taken together, "The On-Demand Brand" is about an approach, a way of assessing Customers / Consumers insights and then Harnessing innovation to best capitalize on the major consumer digital trends of the next decade---the ones WE recognize and deal with today, as well as the ones WE haven't yet imagined!!!...>>> However, these rules will be rendered Useless if our brand doesn't produce compelling products & services that Customers / Consumers want to Buy---at Prices they want to buy them for---and if YOU don't Service those Customers / Consumers well!!!...The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World
>>>..."The On-Demand Brand" opens with Praise, Dedication, Table / Contents, Portal Entry - THE ON-DEMAND BRAND to the Introduction, prior to Rule #01 of 10...>>> Ready, Let's Roll!!!...
>>>...Rule #01 - Insight Comes Before Inspiration + Q&A.
>>>...Rule #02 - Don't Repurpose, Reimagine + Q&A.
>>>...Rule #03 - Dont's Just Join the Conversation---Spark It + Q&A.
>>>...Rule #04 - There's No Business Without Show Business + Q&A.
>>>...Rule #05 - Want Control? Give It Away + Q&A.
>>>...Rule #06 - It's Good to Play Games With Your Customers + Q&A.
>>>...Rule #07 - Products Are the New Services + Q&A.
>>>...Rule #08 - Mobile Is Where It's At + Q&A.
>>>...Rule #09 - Always Keep Surprises In-Store + Q&A.
>>>...Rule #10 - Use Smart Ads Wisely + Q&A.
>>>..."The On-Demand Brand" closes with Additional Resources, Notes, Acknowledgments, Index & About the Author!
>>>..."The On-Demand Brand" will give YOU a through understanding of the Best Strategies for connecting with your audiences, and inspiring the kind of interest your brand deserves!!!...>>> However, After your Investment / Purchase & Reading, etc. of "The On-Demand Brand", The next step is a Call-To-Action for YOU to Prioritize & Implement the Best Strategies for your Customers / Consumers...NOW / TODAY...While They are still your Customers / Consumers!!!...>>> Always Remember, Change Is The Only Constant!!!...>>> Carpe Diem / Seize The Day!!!...>>> Time Is Our Only Non-Recoverable Resource!!!...>>> Michael!!!...
I was attracted to Rick Mathieson's The On-Demand Brand by the subtitle about marketing success. As a soon-to-be author, I felt that I should learn more about marketing in the digital world. This book discusses digital marketing principles; it is NOT about technology. The author's major premise is based on the Burger King Syndrome ("Have it your way"), the original mass customization. Whether your customers are on Facebook, MySpace, iPhones, Droids, TiVo, Twitter, YouTube, or they're texting, IM-ing, RSS-feeding, or whatever-is-next-ing, they want it their way. I appreciated the pages of definitions where he defines terms like crowd sourcing, hyper-targeting, and short codes.
The 10 chapters are entitled Rule #1 through Rule #10. These rules or principles are not discrete silos, but represent a spectrum of approaches that can contribute to your integrated marketing communications initiatives. I especially enjoyed Rules #3 and #4. Rule #3: Don't Just Join the Conversation - Spark It. Rule #4: There's No Business Without Show Business. A takeoff of the 1946 Irving Berlin song, Mathieson discusses many topics, such as product placement replacing TV advertising, and to not "just sell a product, sell the problem it solves, the feeling it gives, the status it conveys, or the values it embodies."(p. 97) You know the author has a vast body of experience in this field by the stories that fill every page. The book is replete with real-world examples--those that worked, those that didn't work, and why. But he has a caveat: These rules are useless unless you have a compelling product that people want to buy, at a price they are willing to pay, and if you provide excellent service to your customers. This is not a how-to book, but rather a description and analysis of what a lot of other companies have done. This medium-sized book is affordable and very enjoyable to read. I highly recommend this book to anyone who is interested in marketing in the coming decade.
The On-Demand Brand is a must read for anyone that considers marketing part of his or her professional function.
The book provides "10 rules for digital marketing success in an anytime, everywhere world." Rick calls them rules, but they are more like 10 methods for digital marketing. He doesn't tell you how to do it, instead he gives you understanding on why multiple channels of engagement are important for marketing in what he (rightfully) calls the "now media" culture - a smart way to approach this since technology makes things invented yesterday obsolete. If these were truly "how-to" rules, the book would be out of date before it hit the shelves. It's not really a business book, but a series of observations on the various degrees of digital engagement, and how brands can better understand and harness the power of branding in a "pull vs. push" culture.
It's not enough to just know that the other channels - online and mobile engagement to name a couple - exist, but to know how these channels work and affect one another in the ecosystem of consumer engagement. Each rule is valuable in gaining greater understanding of impact. Right off the bat, he starts with "Insight Comes Before Inspiration," where he very clearly shows that, like all marketing efforts, you must know the customer, and that you can't really move forward until you do (something I have been preaching forever). He continues by showing that every channel of engagement deserves its own contextual approach, meaning you can't re-purpose content for another channel (AMEN).
The book is loaded with current and relevant case studies. I have heard of almost every one of them, and I saw most of them in a new way when reading how they were developed and deployed. The beautiful part is that if you are unaware of any of these, there's a very good chance you can find them online.
A fabulous feature of the book are the interviews Rick conducts with some industry heavyweights, including Laura Klauberg, Senior Vice President of global media at Unilever ("So it's really about being in tune with the culture, and then finding the points where there might be a great intersection of a brand and what's important to customers.") to Alex Bogusky of Crispin Porter + Bogusky ("...the consumer - whether you embrace it or not - is involved in the creation of your brand.") to Tom Nicholson, the CEO and founder of LBi IconNicholson and the `Father of Social Retailing' ("The place where individual product brands can play [a role] is in creating experiences tied to the mobile device-services that consumers will want to access when they are in a physical store environment.").
This book is practical and comprehensible insight, and belongs on every marketer's list to read. Reading this before too long will even prepare marketers better for the coming holiday season, when consumers will hit the stores and websites even harder with greater demand on those brands that want to engage them at those levels. My copy of the book is completely dog-eared, post-it marked, and highlighted with several places where I can leverage his insight in teaching clients about digital media in a digital culture.
Go read this. Now. Before everyone else does and beats you to the customer.
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