The New Language of Marketing 2.0: How to Use Angels to Energize Your Market

by Sandy Carter

"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... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0137142498
• ISBN13: 9780137142491
• Release Date: January 2008
• Publisher: IBM Press
• Length: 466 Pages
• Weight: 1.45 lbs.
• Dimensions: 1.0" x 6.3" x 9.0"

Customer Reviews

A Beacon Amid the Din

Finally a book that offers cold, hard and USEFUL advice amid the din of pointless, repetitive, emotional and content-free "Web 2.0" hype! As usual, Sandy nails it -- offering clear, solid advice on taking advantage of all of the new ways that people find out about products and services in the 21st century. Not only how to "energize your market" by posting to blogs, Facebook, LinkedIn and the like, but how to better understand your existing data as information that allows you to innovate in your marketplace. Unlike most of the books in this genre, Sandy has collected case studies -- from a wide variety of sources on community management, blog management, business intelligence and the like -- to inform her ANGELS six-step strategy to defining, clarifying, and seizing market opportunities, and then building those markets into other markets. This clear book is a must-read for anyone mystified by the confusion of Web 2.0 technologies and their relationship to market development -- but also well worth reading by anyone needing to energize a market!

Hybrid Marketing essential for today's flat world

Now more than ever, companies are seeking to survive, innovate and thrive in a "less is more" economy. Sandy Carter talks about the paradigm shift that must occur for marketing to succeed by fusing marketing basics and the new media, markets and channels. We already know that social media is changing the way we interact and influencing our purchasing decisions. The New Language of Marketing 2.0 provides a good structure for integrating social media and online tools into your marketing plan to fuel that pipeline and drive ROI which is critical for companies. From collaboration, community, customer and co creation, Carter takes the reader step by step into the ANGELS framework and provides great case studies to connect the dots.

Angels are the Real Deal

Attention All Marketeers! This book is the real deal - Full of real company examples with practical marketing two-oh tips and tools for help in driving more out of your marketing program. Carters' ANGELS makes understanding and applying the concepts simple to apply. This divine messenger of marketing helps put reality into applying the new rules of next-generation marketing. An excellent read!

Review: New language of Marketing 2.0

While traditional media is still around, Marketing 2.0 is taking hold. Social media is new technology being utilized by many customers per Sandy's book. I learned about real life experiences - how to leverage Social Media in my marketing position to reach prospects. It is a must read --

Managing Change

This book is a winner! Five stars to the authors for describing how the language of marketing has shifted. A roadmap for flexible response to changing market conditions has descriptions of dashboards and collaboration, relevant metrics and communications, providing readers with a concise handbook for success in the running of any marketing department. Understanding the customer is the paramount part of marketing, now a task undertaken in the context of the global rethinking of business practices. Sandy Carter's new book, "The new Language of Marketing 2.0" describes Web 2.0 approaches to marketing. As technology enables new ways of connecting with customers to focus on key business steps, a new language is needed to describe the process shifts. The book carefully outlines tools for rethinking business practices in the context of the current economic downturn. Companies are rearranging marketing campaigns to leverage global assets more efficiently. Localization includes using the technology tools available to manage value in the ecosystem. Collaboration is a significant aspect of the ecosystem, aptly described by Carter so that readers can get multiple examples of how collaborations are being evolved by marketing departments in the enterprise as it economically attacks global market opportunities. The language of marketing gives departments the tools to manage opportunity, seek new clients, and focus on the strength of each partner. Role based process is one way to think about the alternatives and the relative value of key performance indicators in any given situation. Roles are understood in the context of key topics of the day. Innovation holds the key to climbing out from the current worldwide recession. Carter's book holds some significant clues to what will work for engagement with customers to achieve business results. She describes how dashboards can be used to show the value of a business so it can be articulated in a manner that achieves better results. Alerts provide metric based roadmaps. Carter described how new tools for marketing departments permit managers to move the focus from internal measurements to external measurements of market opportunity. Best of all are the descriptions of how to use ideas to drive better results. Due to advances in technology, services oriented architecture (SOA) systems permit evaluating new metrics that are arising in different customer communities and imposing automated process on the measurement of those metrics. These technologies are new, they have never been available before. The use of automated process to achieve innovation in the marketing context is dependent on a new language of business. A global economic slowdown has hit. All the old ways of doing business will change as we re-emerge into a new economic growth based climate, it will inevitably represent a change with innovation based on opportunity, unity brought by the global economy, not the local economy. As we