You are previewing Marketing in the Moment: The Digital Marketing Guide to Generating More Sales and Reaching Your Customers First, Second Edition.
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Marketing in the Moment: The Digital Marketing Guide to Generating More Sales and Reaching Your Customers First, Second Edition

Book Description

Now fully updated, Marketing in the Moment, Second Edition is today's complete, practical, no-fluff desk reference to next generation social, mobile, and digital marketing.

Drawing on his extensive experience working with companies of all sizes, Michael Tasner helps you move beyond hype and high-level strategy to proven tactics and successful ground-level execution. Tasner assesses and distills each of today's most valuable options, helping you identify and leverage your own best opportunities.

Tasner reveals which new marketing technologies deliver the best results (and which hardly ever pay for themselves)... how to complete digital marketing projects faster and at lower cost... how to build realistic, focused action plans for the next three, six, and twelve months. This edition's coverage includes:

  • New ways to profit from emerging "Web 3.0" platforms and interaction methods

  • An all-new chapter on Pinterest, Instagram, and emotion-driven "picture marketing"

  • How to leverage high-value Google Hangouts video marketing

  • New SEO marketing tactics to supercharge your content marketing

  • Practical solutions for marketing on tablets and Android devices

  • The latest "laws" of mobile marketing

  • How to create mobile marketing apps fast

  • How to audit and optimize your current web/digital marketing programs

  • Cost-saving "open source" techniques that leverage others' hard work

  • And much more…

  • Thousands of entrepreneurs, business owners, technologists, executives, and marketing professionals have already benefited from the first edition of this book. Now, it's even more valuable. Whatever and wherever you sell, Marketing in the Moment, Second Edition will help you build leads, traffic, sales, market share - and profits!

    Table of Contents

    1. About This eBook
    2. Title Page
    3. Copyright Page
    4. Praise for Marketing in the Moment, First Edition
    5. Dedication Page
    6. Table of Contents
    7. Acknowledgments
    8. About the Author
    9. Introduction
      1. Recognize Any of These?
      2. What Does This Mean to You?
      3. Move Out of the Way, or Jump on the Bullet Train
      4. Why Should You Listen to Me?
      5. How to Use This Book
      6. FAQs
        1. Do All the Tactics Apply to My Business?
        2. Is Digital Marketing Expensive to Do?
        3. Who Does This Book Apply To?
        4. Are There Other Tools in This Book Besides Online Marketing?
    10. 1. The Mindset Shift: From Web 2.0 Digital Marketing to Web 3.0 Digital Marketing and Beyond
      1. What Is Web 2.0?
      2. The Limitations of Web 2.0 Thinking
        1. Oversaturation
        2. Misconceptions
        3. Time
        4. Modes of Interaction
        5. Openness
      3. So Where Are We at from a Digital Marketing Standpoint Today?
    11. 2. How Does Your Digital Marketing Look Today?
      1. Times Are a Changing
        1. Increasing Mobility and Reliance on Mobile Devices
        2. Social Shoppers
        3. A Reduction in the Need to Be “Belly-to-Belly”
        4. Everything Is Continuing to Go to the Web
      2. Conducting a 360-Degree Review of Your Web Platform and Marketing Efforts
      3. Investing in New and Additional Technologies
      4. The Top Five Things You Need to Do to Master and Prepare for the Web 3.0 Wave
    12. 3. Social on Steroids: How to Correctly Capitalize on Social Media
      1. The Secret Sauce to Social Media
      2. The Big Six
        1. YouTube
        2. Google+
        3. LinkedIn
        4. Facebook
        5. Twitter
        6. Pinterest
        7. Social Media Disaster Planning
      3. Social Media Advertising
    13. 4. The Content Craze: Grabbing Your Customers’ Attention Before Your Competition
      1. Blogging
        1. Blogging: What Is a Blog?
        2. Your Entire Web Site as a Blog
        3. The Two Key Types of Blogs
        4. Why Should You Be Blogging?
        5. How to Fully Utilize the Power of Your Blog
      2. Infographics
        1. Infographics: What Are They?
        2. Marketing with Infographics
      3. Podcasting
        1. What Is Podcasting?
        2. How to Get Started
        3. The Technology and Devices Needed
        4. Recording Your First Podcast
        5. Distributing Your Podcast
        6. How to Get Thousands of Listeners
    14. 5. Mobile Marketing: The One Trend That Cannot Be Ignored
      1. What Is Mobile Marketing?
        1. Mobile Marketing with SMS
        2. Mobile Marketing with MMS (Pictures/Videos)
        3. In-Game Mobile Marketing
        4. Mobile Web Marketing
        5. Mobile Marketing Guidelines
      2. A World Run on Mobile Devices
      3. Developing a Mobile Responsive Web Site
      4. How to Implement Mobile Marketing
        1. SMS
        2. MMS
        3. Mobile Ads
        4. Voice Broadcasts
    15. 6. Virtual Reality Worlds: The Hows and Whys of This Unique Marketing Universe
      1. The Basics of Virtual Reality World Communities
        1. www.SecondLife.com
        2. www.ActiveWorlds.com
        3. www.There.com
        4. www.Kaneva.com
        5. www.Worlds.com
        6. Moove
        7. www.IMVU.com
        8. Other Worlds
      2. How to Leverage the Trend
      3. Virtual Trade Shows and Events
        1. Comparison Between Live and Virtual Trade Shows
        2. Advantages of Virtual Trade Shows
        3. Disadvantages of Virtual Trade Shows
      4. Virtual-Reality-World Banner Ads
    16. 7. Video Marketing: Leveraging Video for More Profits
      1. The Video Craze
      2. Where Do You Start?
      3. Video Search Engine Optimization
      4. Taking a Video Viral?
      5. Shifting from YouTube to Ustream, Livestream, and Google Hangouts
        1. Two Options for Viewing Video
      6. Internet TV
        1. Starting Your Own Internet TV Channel
      7. The Easy Video Recorder
      8. A Show on Real Television?
    17. 8. Leveraging Tools to Speed Up and Automate Your Marketing
      1. Customer Relationship Management
      2. Tracking Your Web Site
      3. Search Engine Optimization
      4. Social Media Marketing
      5. Reputation Monitoring
      6. Creating Landing Pages
      7. Email Marketing
      8. Video Hosting
      9. Miscellaneous Tools
      10. Shopping Cart
    18. 9. Web Applications: How to Grow Your Business by Producing an App
      1. What Are Web Apps?
      2. Using Mobile Apps in Your Digital Marketing
        1. Live Streaming Video Apps
        2. Creating Your Own Mobile App
        3. Lead Generation and Profit Apps
        4. Using Apps to Aid in Your Customer Experience
        5. Apps on Other Platforms
    19. 10. Open-Source Code: How to Find and Use Others’ Hard Work for Maximum Impact
      1. What Is Open-Source Code?
      2. Using Open-Source Code
    20. 11. Collaboration and Speed: The Secret Sauce to Marketing in the Moment
      1. Google Apps
      2. Collaboration Tools
        1. Collaboration Tool 1: Chatting
        2. Collaboration Tool 2: Sharing Docs, Audios, Videos, and Files
        3. Collaboration Tool 3: Project Management
        4. Collaboration Tool 4: Teleconferences and Webinars
    21. 12. Digital Marketing Superstars
      1. Company: Fro Knows Photo
      2. Company: Kegworks.com
      3. Company: Lyods Taco Truck
      4. Company: Plastic Printers
      5. Company: River Pool Spas
      6. Company: The Points Guy
      7. Company: TD Bank
    22. 13. Your Action Plan: Putting It All Together and Taking Action
      1. SWOT Analysis
      2. Your Action Plan for the Next Three to Six Months and Beyond
        1. The Areas You Should Start with Immediately
      3. Final Thoughts on the Evolution of the Web
    23. Conclusion: The Art of Taking Action
    24. Index