Get Scrappy: Smarter Digital Marketing for Businesses Big and Small, 1st Edition

  • Nick Westergaard
  • Published By:
  • ISBN-10: 081443732X
  • ISBN-13: 9780814437322
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 240 Pages | eBook
  • Original Copyright 2016 | Published/Released June 2017
  • This publication's content originally published in print form: 2016

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It’s an exciting time to be in marketing: The Internet, social media, and content marketing are powerful equalizers, resetting the playing field for businesses large and small. Yet, it’s also a challenging time, with much work to do and an ever-changing array of platforms, features, and networks to master—all on a tighter budget than before. Don’t get discouraged, get scrappy! Shattering the myth that only big brands can do big things, this book will help you demystify digital marketing in a way that makes sense for your business; do more with less; build a strong brand with something to say; find inspiration in unexpected places, create relevant and engaging content and promote it via Twitter, Facebook, and other channels; integrate strategy and message across touchpoints for a unified brand experience—both online and off; spark dialogue with your community of customers; and measure what matters.

Table of Contents

Front Cover.
Praise for Get Scrappy.
Title Page.
Copyright Page.
Smart Steps You Can’t Skip.
1: The Brand Behind the Megaphone.
2: Map Your Marketing.
3: Follow Your Digital Compass.
Do More with Less.
4: Create a Question Engine.
5: Embrace Your People Power.
6: Connect Your Digital Dots.
Simplify for the Long Haul.
7: The Simplification Game.
8: Measure What Matters.
9: Putting It Together.
Get Scrappy: a Reference Guide.
Discussion Group Questions.
Further Reading.
About the Author.