Mike Moran Knihy

Companies prioritize conversion—transforming potential customers into actual ones. In a digital landscape filled with platforms like Facebook, Google, and YouTube, Mike Moran provides a practical approach: experiment with small initiatives, analyze results, learn from failures, and iterate. He offers a framework that empowers marketers to engage directly with customers without the need for protective committees. Traditional marketing wisdom emphasizes careful planning, cautioning that mistakes are costly. However, in today’s fast-paced online environment, marketers can quickly assess the effectiveness of their strategies. Success now hinges on rapid execution, swift adjustments, and continuous optimization. Moran, drawing from his experience with ibm.com, outlines a step-by-step methodology for shifting from a rigid “plan then execute” mindset to a dynamic cycle of refinement. He equips readers with techniques to leverage the interactive nature of online marketing, ensuring it’s both productive and profitable. Additionally, Moran guides the selection of effective marketing tools, integration into a cohesive strategy, and execution for enhanced efficiency, accountability, speed, and results. This approach is essential for navigating the complexities of modern marketing and achieving breakthrough outcomes.

Marketing has shifted from a focus on "me" to an "outside-in" approach, where understanding and engaging customers is paramount. Today's consumers demand messages that resonate with their interests, providing value regardless of immediate purchase intent. To succeed, marketers must adapt their strategies to align with customer needs and preferences. Two leading experts in digital marketing, James Mathewson and Mike Moran, guide you through integrating content marketing with Big Data. They reveal how to leverage current algorithms to deliver precise messages to the right audiences, effectively navigating digital gatekeepers like Google and Facebook. The book offers contemporary practices, techniques, and metrics for understanding customer language, enabling you to engage them authentically. Key insights include transforming marketing practices using Big Data, overcoming challenges posed by Google’s algorithms, and incorporating search and social data into product development from the start. You'll learn to measure campaign effectiveness accurately, refine strategies through iterative feedback, and identify successful content while recognizing areas for improvement. Additionally, the authors emphasize the importance of aligning all marketing efforts with an outside-in perspective, utilizing advanced text analytics and machine learning techniques. Ultimately, you'll discover how to build engaging web and mobile experiences an