Overview
"""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. ================================== 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: Lenovo, Google, Unilever, and IBM N: Nail the Strategy Chapter 4: Fish Where the Fish Are and Use the Right Bait Chapter 5: Relevance and Roles: Forrester Research Chapter 6: Lightly Branded: EepyBird, The Coca-Cola Company, and Mentos Chapter 7: Corporate Social Responsibility: IBM’s Project Green and Marks & Spencer G: Go-to-Market Chapter 8: Break Through the Noise Chapter 9: Influencer Value: The IBM Case Study E: Energize the Ecosystem and Market Chapter 10: The New Vessels Chapter 11: Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-Davidson Chapter 12: Virtual Environments: The Coca-Cola Company and IBM Chapter 13: Widgets: The Use of Widgets at IBM Chapter 14: Blogs: Midwest Airlines and IBM Chapter 15: Serious Gaming: IBM’s Innov8 L: Leads and Revenue Chapter 16: Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPV Chapter 17: Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and Tellabs Chapter 18: Marketing Dashboards: IBM Cognos S: Scream Through Technology Chapter 19: Screaming World Changes Chapter 20: Technology Matters: IBM, Staples, Dell, and MyVirtualModel Putting It All Together Chapter 21: End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology Chapter 22: The Top 10 Don’ts and the Marketing Organization of the Future The following materials can be found on the companion Web site at ibmpressbooks com/angels: Online 1: Relationship and Word of Mouth: Rackspace Online 2: Personal Branding Online 3: National Environmental Policy Act "
Full Product Details
Author: Sandy Carter
Publisher: Pearson Education (US)
Imprint: IBM Press
Dimensions:
Width: 15.40cm
, Height: 2.60cm
, Length: 22.90cm
Weight: 0.630kg
ISBN: 9780137142491
ISBN 10: 0137142498
Pages: 512
Publication Date: 20 November 2008
Audience:
College/higher education
,
Tertiary & Higher Education
Format: Paperback
Publisher's Status: Out of Print
Availability: Out of stock 
Table of Contents
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 for Insight 21 Blogs for Insight 23 Online Product Reviews 25 Segmentation 26 Globalization 29 Conclusion 35 Chapter 2 Segmentation in Action: The Nortel Case 37 Focus on Global-Local Marketing 38 Focus on Nortel’s Lauren Flaherty 39 What Is Nortel? 39 The Customers 39 The Product 40 The Competition 40 The Global-Local Agenda at Nortel 40 Fish Where the Fish Are! 40 Application to Your Company 42 The Global Brand Analysis 43 Operation Tornado 46 Application to Your Company 48 Nortel Lessons Learned 49 Skills 49 Based on Criteria Only 49 Speed, Baby! 49 The Outcomes 50 Conclusion 50 Chapter 3 Globalization: Lenovo, Google, Unilever, and IBM 53 Focus on Unilever’s Dove Brand 53 The Global-Local Concept at Dove 54 Success Measured 57 Top Five Lessons Learned 58 Application to Your Company 59 Focus on Lenovo 60 A Discussion of the Global-Local Concept with Wang Yong–Editor in Chief, CMO Magazine in China 62 Success Measured 64 Top Five Lessons Learned 64 Application to Your Company 65 Focus on IBM 65 IBM Lessons Learned 67 Lessons Learned 69 Application to Your Company 70 Google 70 Insights from Google 71 Conclusion 71 N Nail the Strategy Chapter 4 Fish Where the Fish Are and Use the Right Bait 75 Where’s the Best Fishing? 77 Which Fish? Role-Based Marketing 77 How Do You Begin Your Role-Based Journey? 78 Personalize Your Approach by Role 80 The Outcomes of Role-Based Marketing Done Right 82 Top Five Lessons Learned About Role-Based Marketing 82 How Big Is the Pond? Creating a New Market and Setting an Agenda 83 When Do You Enter a New Market? 84 When Do You Know if There Is a Need for a New Market? 85 Top Five Lessons Learned About New Markets 86 The Bait: Community and Lightly Branding 87 Top Five Lessons Learned About Community Branding and Lightly Branding 91 The New Fishing License: Corporate Social Responsibility (CSR) 92 Top Five Lessons Learned About Corporate Social Responsibility 94 Conclusion 94 Chapter 5 Relevance and Roles: Forrester Research 97 Focus on Forrester 99 What Is Forrester Research? 99 The Customers 100 The Product 100 The Competition 100 The Marketing Best Practice 101 The Role-Based Agenda at Forrester 101 The “Right” Number of Roles 102 Application to Your Company 103 Role-Based Products, Deliverables, and People! 105 Application to Your Company 110 Communication Up and Down 110 Application to Your Company 113 Forrester Lessons Learned 113 Outside In, Really! 113 Change Slower Than It Appears in Your Mirror 113 The GB: Governance and Best Practices 114 Is It Working? 115 Conclusion 116 Chapter 6 Lightly Branded: EepyBird, The Coca-Cola Company, and Mentos 117 Focus on Lightly Branding 117 Focus on EepyBird’s Grobe and Voltz 118 What Is EepyBird? 118 The Customers 119 The Product 119 The Marketing Best Practice 119 The Lightly Brand Agenda at The Coca-Cola Company and EepyBird 120 It Is Entertainment–Edutainment! 122 Application to Your Company 123 Authentic 123 Application to Your Company 124 Fans and Friends 124 Application for Your Company 125 EepyBird Lessons Learned 126 Artists 126 The Model Is Changing 126 Right-Brained, Left-Brained 127 Conclusion 127 Chapter 7 Corporate Social Responsibility: IBM’s Project Green and Marks & Spencer 129 Top Five Best Practices for CSR 130 Focus on Becoming a Role-Model Company 131 Application to Your Business 131 Evaluate Your Partners and Suppliers 133 Application to Your Business 133 Measurements Matter to the Business Leaders–Market the Value 133 Application to Your Company 135 Educate Yourself and Your Company 136 Application to Your Business 136 Power Up Your Brand to Be Green–When You Think Green, Think Blue! 137 Application to Your Business 140 Project Green Results to Date 141 Conclusion 142 Endnotes 142 G Go-to-Market Chapter 8 Break Through the Noise 145 Winning Prioritization 147 Local Priorities 148 Global Priorities 149 Program Profile 149 Focus Area Guidance 149 Tactical Guidance 151 Face-to-Face Education 152 Top Five Lessons Learned for Prioritization of the GTM Guidance 153 Value Proposition 154 Top Five Lessons Learned for Value Proposition 157 The New “Who” 158 The Circle of Influence 158 The New Buying Group 159 The New Trusted Who 160 Top Five Lessons Learned on the New “Who” 160 Conclusion 161 Endnotes 161 Chapter 9 Influencer Value: The IBM Case Study 163 Focus on Influencers in Marketing 164 The Influencer Agenda at IBM 164 The Wheel of Influence at IBM 165 Application to Your Company 167 The Jam: A Collaborative Platform to Leverage the Influencer’s Ideas 167 Application to Your Company 171 Activation of the Internal Influencers 172 Application to Your Company 174 IBM Lessons Learned 175 Constantly Modify Your View of the World 175 Food for Thought: The New Segmentation: Engagement? 175 Think Big 176 Conclusion 177 E Energize the Ecosystem and Market Chapter 10 The New Vessels 181 Focus on Social Networks: Online Communities 183 What Is a Community? 185 Types of Communities 185 Top Five Lessons Learned for Communities 187 Facebook 188 Top Five Tips for Facebook for Marketing 191 Social Networks with Virtual Environments 191 Top Five Tips for Virtual Environments 194 Focus on Participation with Viral 195 Top Five Tips on Viral Marketing 198 Focus on Participation with Serious Gaming 199 Top Five Lessons Learned for Serious Gaming 202 Focus on Sharing with Widgets and Wikis 202 The Collaborative Web Site: Wikis 205 Top Five Lessons Learned for Widgets and Wikis 206 Blogging Including Twitter 208 Top Five Ideas for Better Blogging 211 RSS 212 Top Five Lessons Learned for Success on RSS 213 Podcasts 213 Top Five Lessons Learned on Podcasting 214 Videocasting 215 Top Five Lessons Learned on Videocasting 216 Putting It Together–The Marketing 2 0 Starter Set! 217 Conclusion 219 Chapter 11 Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-Davidson 221 Focus on Object Management Group’s (OMG) Activity-Based Communities 222 The OMG Community Agenda 222 What Are the Secrets to OMG’s Success? 223 Application to Your Company 224 Focus on Adobe and Rubicon’s Definition-Based Community 228 The Secrets to Rubicon and Adobe’s Success 230 Application to Your Company 231 Focus on Harley-Davidson’s Obsession-Based Community: H O G 231 The Harley Community Agenda 231 The Secrets of Harley’s Success 233 Application to Your Company 234 Conclusion 235 Chapter 12 Virtual Environments: The Coca-Cola Company and IBM 237 Getting Started–An IBM Experience 239 The Marketing Best Practices 240 Wimbledon Tennis Event in Virtual Worlds 241 Application to Your Company 243 The SOA Island Focus on Education 244 Application to Your Company 247 Focus on The Coca-Cola Company’s Second-Life Adventures 248 Virtual Environment Lessons Learned 252 Application to Your Company 253 Conclusion 254 Chapter 13 Widgets: The Use of Widgets at IBM 257 Focus on Widgets in Marketing 257 Focus on IBM’s Widget 258 What Is the Smart SOA Widget? 259 Why a Widget? 259 Who Are the Users of the Widget? 260 The Competition 260 The Marketing Best Practice 261 The Widget Agenda at IBM SOA 261 Top Five Applications for Your Company 263 IBM Lessons Learned 264 What Does the Future Hold? 266 Conclusion 266 Chapter 14 Blogs: Midwest Airlines and IBM 267 Blogs Are Changing the Marketing Conversation 268 Focus on Midwest’s Tish Robinson 268 What Is Midwest Airlines? 269 The Customers 269 The Product 269 The Competition 269 The Marketing Best Practice 269 The Blogging Agenda at Midwest Airlines 272 Driven by Corporate Values and a Niche! 272 Application to Your Company 273 Get Personal! 274 Application to Your Company 275 Lightly Branded 275 Application to Your Company 275 Midwest and IBM Lessons Learned 278 It Takes Time! 278 Follow the Golden Rule 279 You Can’t Fake Passion 279 Learn the Basics 279 It Is Beyond a U S Phenomena 280 It Is About the Conversation 280 Conclusion 281 Chapter 15 Serious Gaming: IBM’s Innov8 283 Focus on Serious Gaming in Marketing 284 Focus on IBM’s Innvo8 284 The Games Stigma 285 What Is Innov8? 286 Why Innov8? 287 Our Recipe for Serious Game Design 287 Who Are the Customers? 289 The Competition 289 The Marketing Best Practice 290 The Serious Gaming Agenda at IBM 293 Internal Corporate Training and Collaboration 293 Point-of-Sale Games 294 Games That Extend Brand Reach 294 Academic Initiative 294 The Game in Action, Building Key Skills 295 Don’t Forget the Buzz! 299 Application to Your Company 300 Growing Up Blue! 301 Academic Initiative Next Steps 301 Application to Your Company 302 ROI 302 IBM Lessons Learned 302 Conclusion 304 L Leads and Revenue Chapter 16 Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPV 307 Where Are You Going? 307 How Do You Develop a Dashboard? 309 Caution! 313 What Should You Focus On? 313 Enter the New World–Experimentation Required for a Lifetime! 319 Lessons Learned 321 The Wrong Metrics 323 Conclusion 324 Chapter 17 Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and Tellabs 325 Focus on Innovation That Generates Revenue 326 Collaboration for Results with adidas Group 329 Application for Your Business 330 Dashboards and Metrics 332 ConAgra Foods 332 Who Are They? 332 What Do They Measure? 333 Benefits They Hope to See 333 Tellabs 333 Who Are They? 333 What Do They Measure? 334 IDC’s View for the High-Tech Marketer 337 Application to Your Company 339 Conclusion 341 Chapter 18 Marketing Dashboards: IBM Cognos 343 Management System and Vision 343 A New Metric: The “In-Process” Metric 346 Focus on IBM Cognos 347 Best Practices at IBM Cognos 349 Top Three Lessons Learned 354 Conclusion 355 S Scream Through Technology Chapter 19 Screaming World Changes 359 Technology 360 Online Customer Experience: Commerce and More 361 Reach: Mobile Technology 362 Application to Your Company 363 Integration of User Content: Social Networking 364 Internet 2D to 3D 366 Agility: Driving Sustainable Advantage Across the Enterprise with a Business Process Management Suite (BPMS) 368 The Digital Citizen 371 Top Five Ideas for the Digital Citizen 372 Digital Citizen: Application to Your Company 375 Timing 375 Application to Your Company 378 Conclusion 378 Chapter 20 Technology Matters: IBM, Staples, Dell, and MyVirtualModel 379 Focus on Five Technology-Enabled Marketing Best Practices 380 Online Chat–IBM 381 The Leaders 381 The Best Practice 381 The Technology 382 The Results 383 Top Five Lessons Learned 383 eNurturing 384 The Leader 384 The Best Practice 385 The Technology 385 The Results 386 Top Five Lessons Learned 387 That Was Easy! Staple’s Ease Drives Sales 387 The Leader 388 The Best Practice 388 The Technology 389 The Results 390 Application to Your Company 390 Dell Uses Twitter to Drive Sales 391 The Leaders 391 The Best Practice 392 Top Three Lessons Learned 394 The Technology 394 The Results 395 Application to Your Company 395 Virtual Modeling 396 The Leader 396 The Best Practice 397 The Technology 397 The Results 398 Application to Your Company 398 Conclusion 400 Putting It All Together Chapter 21 End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology 403 The Story of the IBM WebSphere Brand from a Marketing Viewpoint 404 1998—1999 404 Application to Your Company 406 2000—2002 409 Anatomy of a “Global Scream” 410 Role-Based Approach 411 Application to Your Company 414 2003—2004 414 Application to Your Company 415 2005—2006 415 Agenda Setting Moment 416 Educating the Market 416 Partner Skills 418 Focus on Getting Started 418 Leveraging the New Vessels 419 A Focus on the Loyalty Factor 424 Bring the Power of Your Whole Company to Bear on the Market 425 Application to Your Company 426 2007—Today: Marketing 2 0 427 Top Five Lessons Learned 428 Conclusion 431 Chapter 22 The Top 10 Don’ts and the Marketing Organization of the Future 433 #1: Don’t Forget About Office Politics 434 #2: Don’t Take Your Eyes off Profit Generation 434 #3: Don’t Ignore the Future 435 #4: Don’t Forget That Marketing Is Not B2B or B2C, but P2P (People to People) 436 #5: Don’t Miss the Web 2 0 Power 438 #6: Don’t Forget the Value of the Influencer 439 #7: Don’t Ignore Your Marketing Mix 441 #8: Don’t Underestimate Change and the Prosumer 443 #9: Don’t Disinvest in Skills and Human Capital Management 444 #10: Don’t Neglect Organization Transformation 445 The Marketing Function of the Future: A Framework 446 Endnotes 449 Index 451 The following materials can be found on the companion Web site at ibmpressbooks com/angels online o1 Relationship and Word of Mouth: Rackspace 1 Focus on Word of Mouth 1 Focus on RackSpace 3 What Is Rackspace? 3 The Customers 3 The Product 3 The Competition 4 The Marketing Best Practice 4 The Word-of-Mouth Agenda at Rackspace 5 Become a Fanatic! 6 Application to Your Company 7 The Ecosystem 8 Sales and Marketing 11 Application to Your Company 11 Rackspace Lessons Learned 11 Experiment with Segmentation 12 Service Matters! 12 Best to Work For 13 Conclusion 14 online o2 Personal Branding 15 What Is a Brand? 16 Image 17 Experience 19 Trust 21 Relationship 22 Application to You 24 In Today’s Dynamic World 25 Conclusion 27 online o3 National Environmental Policy Act 29 Governs Environmental Marketing Claims in the United States By Direction of the CommissionDonald S Clark, Secretary 29 260.7 Environmental Marketing Claims 29 General Environmental Benefit Claims 29 Degradable, Biodegradable, and Photodegradable 31 Compostable 32 Recyclable 34 Recycled Content 38 Refillable 42 Ozone Safe and Ozone Friendly 43
Reviews
If you are trying to grow revenue at your company, The New Language of Marketing 2.0 will be invaluable. The book provides methods and successful practices to develop new leads as well as increase opportunities to excel with existing customers.'' -Lauren Flaherty, CMO, Nortel The New Language of Marketing 2.0 has captured the essence of the next generation of marketing. The use of experience and personalization in technology to provide a competitive edge to marketing is groundbreaking. The book provides a myriad of case studies and examples to illustrate application of the best practices they advocate. -Irving Wladawsky-Berger, Visiting Professor, Engineering Systems Division, MIT, and Adjunct Professor, Tanaka Business School, Imperial College The future of marketing is The New Language of Marketing 2.0. IBM charts the course for setting the right strategies, finding the best leads, and securing business for years to come. -Ray Hammond, author, The World in 2030 Once in a while a book comes along that captures the essence of what is going on now and where the market is headed. This book does exactly that for marketing, and makes the ideas `real' with a great variety of case studies. -Dan Baum, CEO, DBC PR+New Media 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 Many books tell marketers what to do, but this one shows them. With the changes now sweeping marketing, global marketers should not ignore the real-life examples and rich case studies in this resource. -Mike Moran, coauthor,Search Engine Marketing, Inc., and author, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules B2B marketers learning from B2C marketers and vice versa is a critical best practice. With more than 50 case studies, this book embodies the mandate to explore, learn, and grow from best practices around the world. This is a must read for marketers and business owners alike. -Karen Vogel, Founder and President, The Women's Congress 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 I loved the customer examples. They gave me a number of ideas of how a company might expand its marketing portfolio by better leveraging the new social media world. -Ron Williams, Professor, Kenan-Flagler Business School, University of North Carolina at Chapel Hill This is a great collection of cutting edge marketing and insightful case studies. It offers the latest thinking in the field of marketing, showing you how to take advantage of the new world of Web 2.0 thinking. -Nigel Dessau, Chief Marketing Officer, AMD If you are trying to shift the focus of your business to better serve and retain your customers, part of that must be the new Web 2.0 marketing strategies and learn how to be part of the conversation. The New Language of Marketing 2.0 will help you find a way to combine your vision for the future with creative approaches. -Mike Lackey, President, AIT Global and Special Advisor to the Executive Director for the United Nations Global Alliance for ICT and Development The New Language of Marketing 2.0 makes sense of new media vessels such as virtual worlds, blogging, wikis, social networking communities, and gaming and clearly describes how these new vessels can work for us. -Jennifer McClure, Executive Director, Society for New Communications Research The goalposts may not have moved-business goals remain fairly constant-but the field of play is completely different. The New Language of Marketing 2.0 is your playbook to outmaneuver, outscore, and consistently beat your competition. -Betty Spence, Ph.D., President, NAFE IBM's marketing of SOA is a best practice. IBM's ability to focus on how customers can get started and providing education and guidance is tremendous. There is a lot to learn from the IBM team in B2B marketing. -Judith Hurwitz, President and CEO, Hurwitz and Associates, and coauthor, Service Oriented Architecture For Dummies The landscape has changed, and new techniques leveraging Web 2.0 have changed the dialogue in the marketplace. Those who learn these global and dynamic dialogues fastest will drive growth. The New Language of Marketing 2.0 teaches you how with more than 25 case studies.''-Don Tapscott, coauthor, Wikinomics: How Mass Collaboration Changes Everything Today's business environment is completely different: interaction, communication, and information exchange have expanded to include virtual worlds, wikis, blogging, gaming, and online communities. The New Language of Marketing 2.0 will provide insight into how to adapt your marketing strategies to engage your customers where they really are, and where they are going to be tomorrow. -Carolyn Leighton, Founder/Chairwoman, WITI (Women in Technology International) This book doesn't just `tell' how to achieve success in the new Marketing 2.0 world: it shows how. Sandy has done breakthrough work with her team, and is sharing best practices. Not only does this book guide the reader to the next level of business development, it provides case studies that begin to bring the future of marketing into focus. -Rod Baptie, Managing Director, Baptie and Co., Ltd.
If you are trying to grow revenue at your company, The New Language of Marketing 2.0 will be invaluable. The book provides methods and successful practices to develop new leads as well as increase opportunities to excel with existing customers.'' -Lauren Flaherty, CMO, Nortel The New Language of Marketing 2.0 has captured the essence of the next generation of marketing. The use of experience and personalization in technology to provide a competitive edge to marketing is groundbreaking. The book provides a myriad of case studies and examples to illustrate application of the best practices they advocate. -Irving Wladawsky-Berger, Visiting Professor, Engineering Systems Division, MIT, and Adjunct Professor, Tanaka Business School, Imperial College The future of marketing is The New Language of Marketing 2.0. IBM charts the course for setting the right strategies, finding the best leads, and securing business for years to come. -Ray Hammond, author, The World in 2030 Once in a while a book comes along that captures the essence of what is going on now and where the market is headed. This book does exactly that for marketing, and makes the ideas `real' with a great variety of case studies. -Dan Baum, CEO, DBC PR+New Media 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 Many books tell marketers what to do, but this one shows them. With the changes now sweeping marketing, global marketers should not ignore the real-life examples and rich case studies in this resource. -Mike Moran, coauthor,Search Engine Marketing, Inc., and author, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules B2B marketers learning from B2C marketers and vice versa is a critical best practice. With more than 50 case studies, this book embodies the mandate to explore, learn, and grow from best practices around the world. This is a must read for marketers and business owners alike. -Karen Vogel, Founder and President, The Women's Congress 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 I loved the customer examples. They gave me a number of ideas of how a company might expand its marketing portfolio by better leveraging the new social media world. -Ron Williams, Professor, Kenan-Flagler Business School, University of North Carolina at Chapel Hill This is a great collection of cutting edge marketing and insightful case studies. It offers the latest thinking in the field of marketing, showing you how to take advantage of the new world of Web 2.0 thinking. -Nigel Dessau, Chief Marketing Officer, AMD If you are trying to shift the focus of your business to better serve and retain your customers, part of that must be the new Web 2.0 marketing strategies and learn how to be part of the conversation. The New Language of Marketing 2.0 will help you find a way to combine your vision for the future with creative approaches. -Mike Lackey, President, AIT Global and Special Advisor to the Executive Director for the United Nations Global Alliance for ICT and Development The New Language of Marketing 2.0 makes sense of new media vessels such as virtual worlds, blogging, wikis, social networking communities, and gaming and clearly describes how these new vessels can work for us. -Jennifer McClure, Executive Director, Society for New Communications Research The goalposts may not have moved-business goals remain fairly constant-but the field of play is completely different. The New Language of Marketing 2.0 is your playbook to outmaneuver, outscore, and consistently beat your competition. -Betty Spence, Ph.D., President, NAFE IBM's marketing of SOA is a best practice. IBM's ability to focus on how customers can get started and providing education and guidance is tremendous. There is a lot to learn from the IBM team in B2B marketing. -Judith Hurwitz, President and CEO, Hurwitz and Associates, and coauthor, Service Oriented Architecture For Dummies The landscape has changed, and new techniques leveraging Web 2.0 have changed the dialogue in the marketplace. Those who learn these global and dynamic dialogues fastest will drive growth. The New Language of Marketing 2.0 teaches you how with more than 25 case studies.'' -Don Tapscott, coauthor, Wikinomics: How Mass Collaboration Changes Everything Today's business environment is completely different: interaction, communication, and information exchange have expanded to include virtual worlds, wikis, blogging, gaming, and online communities. The New Language of Marketing 2.0 will provide insight into how to adapt your marketing strategies to engage your customers where they really are, and where they are going to be tomorrow. -Carolyn Leighton, Founder/Chairwoman, WITI (Women in Technology International) This book doesn't just `tell' how to achieve success in the new Marketing 2.0 world: it shows how. Sandy has done breakthrough work with her team, and is sharing best practices. Not only does this book guide the reader to the next level of business development, it provides case studies that begin to bring the future of marketing into focus. -Rod Baptie, Managing Director, Baptie and Co., Ltd.
If you are trying to grow revenue at your company, The New Language of Marketing 2.0 will be invaluable. The book provides methods and successful practices to develop new leads as well as increase opportunities to excel with existing customers. --Lauren Flaherty, CMO, Nortel The New Language of Marketing 2.0 has captured the essence of the next generation of marketing. The use of experience and personalization in technology to provide a competitive edge to marketing is groundbreaking. The book provides a myriad of case studies and examples to illustrate application of the best practices they advocate. --Irving Wladawsky-Berger, Visiting Professor, Engineering Systems Division, MIT, and Adjunct Professor, Tanaka Business School, Imperial College The future of marketing is The New Language of Marketing 2.0. IBM charts the course for setting the right strategies, finding the best leads, and securing business for years to come. --Ray Hammond, author, The World in 2030 Once in a while a book comes along that captures the essence of what is going on now and where the market is headed. This book does exactly that for marketing, and makes the ideas 'real' with a great variety of case studies. --Dan Baum, CEO, DBC PR+New Media 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 Many books tell marketers what to do, but this one shows them. With the changes now sweeping marketing, global marketers should not ignore the real-life examples and rich case studies in this resource. --Mike Moran, coauthor,Search Engine Marketing, Inc., and author, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules B2B marketers learning from B2C marketers and vice versa is a critical best practice. With more than 50 case studies, this book embodies the mandate to explore, learn, and grow from best practices around the world. This is a must read for marketers and business owners alike. --Karen Vogel, Founder and President, The Women's Congress 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 I loved the customer examples. They gave me a number of ideas of how a company might expand its marketing portfolio by better leveraging the new social media world. --Ron Williams, Professor, Kenan-Flagler Business School, University of North Carolina at Chapel Hill This is a great collection of cutting edge marketing and insightful case studies. It offers the latest thinking in the field of marketing, showing you how to take advantage of the new world of Web 2.0 thinking. --Nigel Dessau, Chief Marketing Officer, AMD If you are trying to shift the focus of your business to better serve and retain your customers, part of that must be the new Web 2.0 marketing strategies and learn how to be part of the conversation. The New Language of Marketing 2.0 will help you find a way to combine your vision for the future with creative approaches. --Mike Lackey, President, AIT Global and Special Advisor to the Executive Director for the United Nations Global Alliance for ICT and Development The New Language of Marketing 2.0 makes sense of new media vessels such as virtual worlds, blogging, wikis, social networking communities, and gaming and clearly describes how these new vessels can work for us. --Jennifer McClure, Executive Director, Society for New Communications Research The goalposts may not have moved--business goals remain fairly constant--but the field of play is completely different. The New Language of Marketing 2.0 is your playbook to outmaneuver, outscore, and consistently beat your competition. --Betty Spence, Ph.D., President, NAFE IBM's marketing of SOA is a best practice. IBM's ability to focus on how customers can get started and providing education and guidance is tremendous. There is a lot to learn from the IBM team in B2B marketing. --Judith Hurwitz, President and CEO, Hurwitz and Associates, and coauthor, Service Oriented Architecture For Dummies The landscape has changed, and new techniques leveraging Web 2.0 have changed the dialogue in the marketplace. Those who learn these global and dynamic dialogues fastest will drive growth. The New Language of Marketing 2.0 teaches you how with more than 25 case studies. --Don Tapscott, coauthor, Wikinomics: How Mass Collaboration Changes Everything Today's business environment is completely different: interaction, communication, and information exchange have expanded to include virtual worlds, wikis, blogging, gaming, and online communities. The New Language of Marketing 2.0 will provide insight into how to adapt your marketing strategies to engage your customers where they really are, and where they are going to be tomorrow. --Carolyn Leighton, Founder/Chairwoman, WITI (Women in Technology International) This book doesn't just 'tell' how to achieve success in the new Marketing 2.0 world: it shows how. Sandy has done breakthrough work with her team, and is sharing best practices. Not only does this book guide the reader to the next level of business development, it provides case studies that begin to bring the future of marketing into focus. --Rod Baptie, Managing Director, Baptie and Co., Ltd.
If you are trying to grow revenue at your company, The New Language of Marketing 2.0 will be invaluable. The book provides methods and successful practices to develop new leads as well as increase opportunities to excel with existing customers. -Lauren Flaherty, CMO, Nortel The New Language of Marketing 2.0 has captured the essence of the next generation of marketing. The use of experience and personalization in technology to provide a competitive edge to marketing is groundbreaking. The book provides a myriad of case studies and examples to illustrate application of the best practices they advocate. -Irving Wladawsky-Berger, Visiting Professor, Engineering Systems Division, MIT, and Adjunct Professor, Tanaka Business School, Imperial College The future of marketing is The New Language of Marketing 2.0. IBM charts the course for setting the right strategies, finding the best leads, and securing business for years to come. -Ray Hammond, author, The World in 2030 Once in a while a book comes along that captures the essence of what is going on now and where the market is headed. This book does exactly that for marketing, and makes the ideas 'real' with a great variety of case studies. -Dan Baum, CEO, DBC PR+New Media 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 Many books tell marketers what to do, but this one shows them. With the changes now sweeping marketing, global marketers should not ignore the real-life examples and rich case studies in this resource. -Mike Moran, coauthor,Search Engine Marketing, Inc., and author, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules B2B marketers learning from B2C marketers and vice versa is a critical best practice. With more than 50 case studies, this book embodies the mandate to explore, learn, and grow from best practices around the world. This is a must read for marketers and business owners alike. -Karen Vogel, Founder and President, The Women's Congress 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 I loved the customer examples. They gave me a number of ideas of how a company might expand its marketing portfolio by better leveraging the new social media world. -Ron Williams, Professor, Kenan-Flagler Business School, University of North Carolina at Chapel Hill This is a great collection of cutting edge marketing and insightful case studies. It offers the latest thinking in the field of marketing, showing you how to take advantage of the new world of Web 2.0 thinking. -Nigel Dessau, Chief Marketing Officer, AMD If you are trying to shift the focus of your business to better serve and retain your customers, part of that must be the new Web 2.0 marketing strategies and learn how to be part of the conversation. The New Language of Marketing 2.0 will help you find a way to combine your vision for the future with creative approaches. -Mike Lackey, President, AIT Global and Special Advisor to the Executive Director for the United Nations Global Alliance for ICT and Development The New Language of Marketing 2.0 makes sense of new media vessels such as virtual worlds, blogging, wikis, social networking communities, and gaming and clearly describes how these new vessels can work for us. -Jennifer McClure, Executive Director, Society for New Communications Research The goalposts may not have moved-business goals remain fairly constant-but the field of play is completely different. The New Language of Marketing 2.0 is your playbook to outmaneuver, outscore, and consistently beat your competition. -Betty Spence, Ph.D., President, NAFE IBM's marketing of SOA is a best practice. IBM's ability to focus on how customers can get started and providing education and guidance is tremendous. There is a lot to learn from the IBM team in B2B marketing. -Judith Hurwitz, President and CEO, Hurwitz and Associates, and coauthor, Service Oriented Architecture For Dummies The landscape has changed, and new techniques leveraging Web 2.0 have changed the dialogue in the marketplace. Those who learn these global and dynamic dialogues fastest will drive growth. The New Language of Marketing 2.0 teaches you how with more than 25 case studies. -Don Tapscott, coauthor, Wikinomics: How Mass Collaboration Changes Everything Today's business environment is completely different: interaction, communication, and information exchange have expanded to include virtual worlds, wikis, blogging, gaming, and online communities. The New Language of Marketing 2.0 will provide insight into how to adapt your marketing strategies to engage your customers where they really are, and where they are going to be tomorrow. -Carolyn Leighton, Founder/Chairwoman, WITI (Women in Technology International) This book doesn't just 'tell' how to achieve success in the new Marketing 2.0 world: it shows how. Sandy has done breakthrough work with her team, and is sharing best practices. Not only does this book guide the reader to the next level of business development, it provides case studies that begin to bring the future of marketing into focus. -Rod Baptie, Managing Director, Baptie and Co., Ltd.
Author Information
Sandy Carter is IBM’s vice president of 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. Carter is known for her outstanding innovative Marketing 2.0; she has led the brand to win 14 industry marketing awards in the past year. Embracing the new global world, Carter has traveled to more than 59 countries to meet with customers and partners while assisting IBM’s SOA initiatives to earn third-party validation and top leadership rankings by analysts and pundits alike. She has combined her marketing prowess with her love of technology by being a constant student of the new world and leveraging the new Web 2.0 tools of social networking, serious gaming, twitter, viral, and blogging. Please visit Carter’s blog at http://socialmediasandy.wordpress.com/. Carter is an active member of Women in Technology International (WITI) and a member of the WITI Executive Advisory Council, the Marketing Focus Advisory Council (where she was named winner of the Best Speaker Award), the chief marketing officer (CMO) Inner Circle, and the American Management Association (AMA). She also serves as a board member of the Grace Hopper Industry Advisory Committee and is the co-lead of IBM Partnership Executive at Duke University. Carter is listed in Madison’s Who’s Who and is a founding member of the WITI Global Executive Network (GEN) program for senior executive women. Carter is a frequent speaker at industry events sponsored by Infoworld magazine, Gartner Group, IDC, Forrester, and the WITI. Twice she has won the AIT Global’s most valuable member of the year award for the United Nations ICT for Sustainable Development. She holds a bachelor of science degree from Duke University and an MBA from Harvard Business School.
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