I’ve just received a shiny new copy of Murray Newlands’ book, Online Marketing: A User’s Manual (Wiley, 2011) and, since I’m personally thanked in the inside cover for the “global trip” that Murray and I went on last year, I figured I’d better be one of the first to review it!
Online Marketing is essentially an A to Z of online marketing, offering short, easy-to-digest chapters on all the key areas of online marketing – from Facebook to blogging, and from affiliate marketing to building an online brand. As Chris Brogan states on the cover, this book provides “all you need to get started”. For anyone thinking of starting a blog for their business, or trying video marketing for the first time, Murray offers a step-by-step guide that covers all the key issues, both technical and tactical.
For anyone who considers themselves old hand at online marketing, much of this book will be a confirmation of your existing knowledge. That said, every chapter includes a few gems, even for the hardened marketer. Murray’s tip about posting a video to YouTube with really appealing title so that it attracts viewers, then when it’s popular, changing the title to include your company name is very smart – devious perhaps!
Unsurprisingly for someone who’s developed such a strong personal brand, the chapter on Digital Branding is probably the strongest in the book. Few businesses or business people give enough thought to how intertwined their brand is with marketing when it’s online. The “humanisation” of organisations that social media, in particular, engenders is something I spend a lot of time explaining to senior executives. Staff with social skills and online personal brands of their own have a huge advantage in the workplace.
So, if you’re new to online marketing, or you want to unearth some new tips, rush out and get a copy of Online Marketing – A User’s Manual. It’s pink, you really can’t miss it.