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Book Review: The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World by Rick Mathieson

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With social media at its height of popularity, there are tons of books that talk about ways to use social media to market your business. The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World by Rick Mathieson takes you through 10 rules of success. 

For example, Rule #1 is “Insight comes before Inspiration,” meaning that when you pursue a social media campaign, understand the wants and needs of your customers first. Rick Mathieson writes, “it’s not about understanding technology, it’s about understanding your customer and then capitalizing on the insight across the digital platforms that make sense for your audience….”

Rule #3 is “Don’t Just Join the Conversation – Spark it.” Subsequently, Rick Mathieson discusses various campaigns, like Procter & Gamble’s “2x Ultra Tide” detergent and talks about what the company did on their Facebook Like page. He also talks about Reebok’s “GoRunEasy” website, where more than 20,000 runners can share information with each other. One of the most important things to remember is that as a brand, you need to listen to your audience, not just tell them things.

Rule #6 is “It’s Good to Play Games with Your Customers.” This chapter focuses on what other large companies have done to entice and engage their audiences. The author discusses how various brands actually engage their customers through virtual games.

Rule #8 focuses on mobile marketing. With more than 3 billion Internet based mobile phones out there, it’s a wonder why more companies aren’t involved in this untouched market. Mr. Mathieson talks about the Porsche campaign, fast food brands and their use of coupons via mobile web and apps for Fanta and other brands which allow consumers to talk with one another.

Mr. Mathieson did his homework and it shows. He talks about almost every large brand and what they have done through social media and what has been effective. The one complaint I had about the book was that there was too much information. Each chapter is packed with case study after case study and I think it was a lot to consume all in one book.

What I did find interesting was that after every chapter, he interviews a brand executive on the topic of the chapter. Some of the key people he interviews include Adrian Si of Toyota’s Scion brand, Laura Klauberg of Unilever, and Peter Schwartz of Global Business Network. The book goes from discussing various campaigns to one on one interviews with the author and a company representative.

I didn’t learn anything new or revolutionary, but I did learn more about what larger brands are doing. The book has so much information that a reader will definitely walk away with a few ideas for his/her brand, which in my opinion makes this book a good read.

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