New Book Roundup: Nalty, Gallo, Meerman Scott and Verdino

The Marketing section of the bookstore has been overflowing with interesting new books trying to make some sense of the new world of advertising and marketing in these hyper-connected times. I’d like to mention the new ones that have come my way:
In Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video, Kevin Nalty offers some very good pointers for marketers who believe they can simply slash a TV budget, throw some videos on the web and think they’re done. From the fad of viral video, the ins and outs of YouTube, accurate measurement, and how to profit from online video, Nalty navigates a world that’s very crowded but still contains potential for and large advertisers alike.
In The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success, author Carmine Gallo uses the often-admired world of Apple as a starting point to document many great business innovators, such as Flip, Dyson and Cold Stone Creamery. Gallo outlines the many crucial steps that are essential to success, from simplicity of purpose to product design and effective messaging.
In Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now, author David Meerman Scott looks and how speed has influenced and shaped the way companies communicate now. And real-time communication has manifested itself in many areas: From blogs and YouTube responses to the role of immediacy in crisis communications, Meerman Scott covers a very broad range of topics that all businesses need to get, well, up to speed on.
In microMARKETING: Get Big Results by Thinking and Acting Small author Greg Verdino tells us that “the next big thing is lots and lots of small things.” From small audiences to one-on-one customer relationships, Verdino shows how scale can be reached by using seemingly small tactics. What’s interesting in Verdino’s book is that you can’t go more than 4 or 5 pages without a link to something – a twitter feed, a viral video, case studes – many of which he conveniently shrinks to urls for convenience. However, seeing all these links in the middle of a hardcover book makes me think that books like Verdino’s (and the others mentioned above) would all be a much richer experience if they’re read in an e-reader edition which could immediately pull up those links.
Special thanks to FSB Associates, Wiley, and Planned TV Arts for providing me with review copies of these books.



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.