NEW YORK--(www.ibmpressbooks.com/angels), authored by Sandy Carter, delivers to marketers a new framework, and specific social media tools, for engaging with customers in today’s connected world. Carter says today’s marketers, communications specialists, entrepreneurs and Web strategists must listen to, cultivate, and participate in the continuous dialogue among customers who now learn as much from each other as from any vendor.)--The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market (
“My goal is to help readers embrace the vast opportunity brought on by this technology-driven revolution”
Addressing the important issue of how marketers can participate in the surging popularity of social media, Carter points to more than 50 real-world examples that illustrate how they can work within the Web 2.0 landscape to better engage with and support their customers. She shares her own award-winning work as IBM’s vice president, SOA & WebSphere Marketing, Strategy, and Channels, and includes case studies from companies that are driving real results with these new strategies such as Google, Forrester Research, The Coca-Cola Company, and Harley-Davidson.
Carter defines the new social media “vessels” that should be top of mind for most marketers and by the last chapter, readers will have in hand a complete Marketing 2.0 “Starter Kit” to map to their own business objectives. Throughout the book, she keeps readers focused on where Marketing 2.0 fits into the traditional marketing mix, and how to generate real return on these new investments. The Starter Kit includes: Blogging; Facebook; Online communities; Podcasting; Really Simple Syndication (RSS); Serious Gaming; Twitter; Videocasting; Viral Marketing; Virtual worlds; Widgets; Wikis… and more.
The book is organized into the essential components of the ANGELS framework, which is a course of action for marketers to integrate both Web 2.0 technologies with proven marketing principles. ANGELS stands for: “A”, for “Analyze Here, There, and Everywhere”; “N”, for “Nail the Strategy”; “G” for “Go-to-Market”; “E” for “Energize the Ecosystem and Market”; “L” for “Leads and Revenue”; and “S”, for “Scream Through Technology”.
The book is thoroughly illustrated with example screenshots and diagrams, with corresponding online examples for readers to experience, such as:
Serious Gaming: IBM designed and launched a 3D game to bridge the gap in understanding between business leaders and IT teams within an organization; Check out the game trailer here: http://www.informit.com/content/downloads/ibm/promo/cartermktg/Files4 Innov8Trailer/innov8trailer.swf (Due to its length, this URL may need to be copied/pasted into your Internet browser's address field. Remove the extra space if one exists.)
Twitter: A free social networking and microblogging site that enables users to post their latest updates (all within 140 characters), Twitter is used by various IBM software groups to reach and foster a real-time community of brand evangelists and key influencers, such as: http://twitter.com/smartsoa
The 3D Internet/Virtual Modeling: In this example, The Sears Virtual Model Demonstration helps customers visualize themselves in various apparel in a 3D virtual dressing room; see a demo here: http://tinyurl.com/5kbbf5
Widgets: This IBM software web widget is a dynamic, mini-application that resides on the desktop and consolidates all the product’s resources and information, including a streaming info feed with the latest news and continuously updated links. To demo the widget, link here: http://tinyurl.com/5rbcgs
Bonus Online Content: Exclusive online chapters and interactive examples. Coinciding with the book’s publication, Carter was interviewed by MarketingProfs (http://www.marketingprofs.com/) President Roy Young in a two-part series discussing the current state of marketing and where it’s headed. To view all online content, please visit: www.ibmpressbooks.com/angels
“My goal is to help readers embrace the vast opportunity brought on by this technology-driven revolution,” Carter said. “We all feel challenged to stay afloat with the tremendous innovation in communication, yet those marketers who are hyper-attentive to their customers will likely discover a new world that is ultimately more accessible and productive.”
About the Author
Sandy Carter is IBM’s Vice President, 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. She is also known for her outstanding innovative Marketing 2.0; she has led the brand to win 14 industry marketing awards in the past year. She is also author of the book The New Language of Business: SOA and Web 2.0. Learn more about Carter via Twitter (www.twitter.com/sandy_carter).
“Innovation and technology drive today’s competitive advantage. Using both in marketing techniques can help you turn your marketing from a whisper to a scream. Using the case study method, Sandy’s book shows you how!” – Lynda M. Applegate, Henry R. Byers Professor of Business Administration, Harvard Business School
“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
For a complete list of early reviewer praise, please visit: http://www.ibmpressbooks.com/promotions/promotion.asp?promo=136779
The New Language of Marketing 2.0 is the newest addition to IBM Press™, a publishing partnership between IBM Corp. and Pearson Education, the official publisher of IBM books for professionals and students.
The book is also available to Safari Books Online subscribers: http://safari.informit.com/9780137010325
The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market
About Pearson Education
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