Book Review: Marketing in the Moment

The Web is evolving faster than fruit flies in a jam jar. During the past decade, the Internet has gone from a relatively uncomplicated network of sites to a media-rich, portable, incredibly diverse medium. If you feel chronically behind the times, join the club.

What can you do to catch up? Turning to a Web media specialist is a good place to start. Prolific Web marketer Michael Tasner is one such expert. He wants to bring you up-to-date with today’s Web marketing world with his new book, Marketing in the Moment: The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers. The book gives you the lowdown on what today’s best Internet marketing options and how to use them.

What’s Inside the Book

Tasner starts off by describing Web 2.0 and its limitations. He then dives into the “convergence of new technologies and rapidly changing consumer buying trends” that make up Web 3.0, including the five key components of microblogging, virtual reality worlds, personalization, mobile, and on-demand collaboration. Some might consider these aspects of Web 2.0, but Tasner claims they’re different.

Next, he goes into what you need to do to prepare for the “Web 3.0 wave.” These useful, if generic tips include “recognizing that times are changing” and implementing a 360-degree inline marketing review.

In the next several chapters, Tasner covers different online media that you can market through. Each chapter includes a description of the current environment for that medium, tips on using and implementing that medium, short case studies, and examples of popular or useful software applications.

Chapter 3 covers content marketing, including blogging, microblogging, and Twitter. You learn how to use each medium, build your presence, and get a massive following. Chapter 4 covers mobile marketing, include mobile ads and voice broadcasts. Chapter 5 goes into virtual reality worlds. The following chapters cover video, Web apps, leveraging open-source code, and collaboration tools like Skype and Google Analytics.

Tasner concludes Marketing in the Moment with case studies of what he calls four successful Web 3.0 companies: Amazon, Zappos, Salesforce, and Cisco. He then gives you action plans to start off your Web 3.0 adventure, including conducting a SWOT analysis and listing SMART goals.

My Thoughts

Marketing in the Moment had several strengths. Tasner covers some very timely and appropriate software applications and technologies. It can be hard to find an updated list of today’s necessary apps for all major online technologies (video, virtual worlds, Twitter, etc.). That alone could make the book worth picking up.

Each chapter also has a readable, engaging layout. I really liked Tasner’s “to do” lists, which give you specific, practical step-by-step advice on setting up a campaign using the specified medium. If you follow all the tips in the book, I have no doubt that you’ll be all caught up with today’s Web reality.

That said, there was one major hiccup that prevented me from actually enjoying the book. Do you remember your early 20s, when you knew everything about everything, and weren’t afraid to express it? That’s what reading Tasner is like. His style is hyper and self-promoting. He didn’t convince me that Web 3.0 is real so much as he was the first person to give advanced Web 2.0 a new name. His writing lacks the multifaceted, experienced quality that truly makes me trust experts.

To test your tolerance of his writing, check out the quote he ends the book with: “I trust that this tactical book on the latest and greatest Web 3.0 marketing trends will make a difference in your life, the lives of people around you, and the lives of those who may be in much greater need than you may be. Until we meet again, From the heart, Michael Tasner.”

What can I say? This style of writing might work for you. You might find the writing enthusiastic and funny where I found it irritating. You might really think that Web 3.0 has dawned upon us. I wasn’t convinced.

In sum, Marketing in the Moment is a good place to update yourself on technologies and software. I’ll leave it at that.

Disclosure: We received a free promotional copy of this book.

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