For decades, marketers have been taught to carefully plan ahead because �you must get it right�it�s too expensive
to change.� But, in the age of the Web, you can know in hours whether your strategy�s working. Today, winners don�t
get it right the first time: they start fast, change fast, and relentlessly optimize their way to success. They
do it wrong quickly�then fix it, just as quickly!
In this book, Internet marketing pioneer Mike Moran shows you how to do that�step-by-step and in detail. Drawing
on his experience building ibm.com into one of the world�s most successful sites, Moran shows how to quickly transition
from �plan then execute� to a non-stop cycle of refinement.
You�ll master specific techniques for making the Web�s �two-way marketing conversation� work successfully, productively,
and profitably. Next, Moran shows how to choose the right new marketing tools, craft them into an integrated strategy,
and execute it�achieving unprecedented efficiency, accountability, speed, and results.
The indispensable online marketing guide for every CMO, brand marketer, direct marketer, online marketing specialist,
strategist, and entrepreneur
Learn more from your customers�and learn it faster
Systematically measure online marketing results�and improve them
Create deeper relationships with your customers on the Web
Leverage podcasting, social networks, wikis, virtual worlds, search, viral marketing, blogs, and other new
tools
Build a lean, mean conversion machine
Preview new innovations you�ll be implementing next year and the year after
Overcome the organizational, political, and personal obstacles that keep marketers doing things the �old-fashioned�
way
Table of Contents
Part 1. That Newfangled Marketing
Chapter 1. They�re Doing Wonderful Things with Computers
Chapter 2. New Wine in Old Bottles
Chapter 3. Marketing Is a Conversation
Part 2. That Newfangled Direct Marketing
Chapter 4. Going Over to the Dark Side
Chapter 5. The New Customer Relations
Chapter 6. Customers Vote with Their Mice
Part 3. That Newfangled You
Chapter 7. This Doesn�t Work for Me
Chapter 8. This Won�t Work Where I Work
Chapter 9. This Stuff Changes Too Fast
