Posted October 25, 2007 10:42 am by with 2 comments

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image Mike Moran is back with another book. Co-author of "Search Engine Marketing, Inc.," Moran’s new book is called "Do It Wrong Quickly" (aff) and looks at how great businesses benefit from experimenting and adapting.

Here’s the book outline:

The book is divided into three sections. It opens with a discussion of how marketing shifts from monologue to conversation, and introduces the pivotal concept that customers are now active participants in creating marketing messages.

  • Moran advises on how to listen intently and respond to customers, while describing the new social media spaces where they are congregating: blogs, vlogs, wikis, podcasts, digital video, FaceBook, Flickr, Digg, Google, YouTube, etc.
  • He shares specific examples of companies that have embraced the do it wrong quickly philosophy, pointing to a range of industries such as apparel, consumer electronics and car manufacturing.

Part Two shifts the focus to watching customers online:

  • To generate and analyze metrics including customer traffic patterns and conversion rates, and to leverage that data to quickly identify areas for improvement;
  • Moran also outlines the key software tools for creating a strong Web experience, touching on site design, navigation and interactivity.

In the book’s final section, Moran instills the confidence readers will need:

  • To overcome any personal resistance to making choices more quickly, and he encourages marketers to serve as a positive change agent within a larger corporate culture.

In case your think that this "fail fast" approach is better on paper than in real life, Google would like to disagree with you. Matt Glotzbach, product management director for Google Enterprise told a recent conference audience that Google thrives on launching products quickly and then letting users tell them what needs improving.

"At Google, we really focus on failing wisely," Glotzbach said, noting that it’s common at Google for programmers to create a feature and get it out online for testing in a few weeks. "There is no penalty for failure. In fact we encourage it because if you’re not failing it means you’re probably not trying."

Now, if you’ll excuse me, I like to screw-up at least once a day, and I’m behind schedule. 😉

  • My dad always yelled at me for the same concept. I just go with a marketing idea for our clients and add and takeaway along the way.

  • The insights we gleamed from the 2nd section “watching customers” were worth the price of the book. Mike Moran hits a home run with this title. Easy to understand and actionable advice, we strongly recommend this for anyone involved with online marketing, or anyone interested in understanding the importance of multi-variate and traditional direct response advertising testing. Thanks for the review Andy!
    -The Marketing Prowess Staff