The new language of marketing 2.0: How to use ANGELS to energize your market

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: Leno

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Forewords xxix

Preface xxxiii

Acknowledgments xxxix

About the Author xli

Introduction 1

 

A Analyze Here, There, and Everywhere

 

Chapter 1 Listening and Analyzing in the Global World 13

    Listening and Analyzing in Both Old and New Ways 14

    Discovery 15

        The Traditional Methodology 17

        New Trends in Research 21

        Online Communities