Momentum: How To Propel Your Marketing + Transform Your Brand In The Digital Age, by Shama Hyder
If you are amused by books that relate to marketing, as I am, you will likely appreciate what this book has to offer. Like many books relating to marketing, this book has a big agenda that it is seeking to promote, or several related agendas, and its goal is to sell you on its ideas and perspectives to encourage you, the reader, to sell better to others as a result of it. The book is likely aimed at the entrepreneur or small business demographic as it seems unlikely that this book’s approach would be an easy sell to larger businesses with more entrenched advertising methods that are antithetical to the ones this book supports. As someone who engages in social media based advertising as a blogger, and as someone who generally supports pull rather than push methods of engaging others, this book is one that I found easy to support. At the same time, though, this book seems to be aimed at someone whose marketing and advertising interests are at least on a somewhat different level than my own as an author who likes to promote his writings but not as someone who is working with marketing efforts for a company as a whole.
This book’s contents are short and to the point, with the book as a whole being a bit more than 150 pages, and an undemanding read at that. The author begins with a discussion of the supposedly “new ecosystem” that results from fragmented and segmented media that requires building momentum to gain useful marketing wins (1). After that the author talks about how companies can gain agility through analytics, using the data available to pivot where efforts would be most successful (2). This leads the author to discuss about the need for customer focus (3) on the part of companies that want to market effectively. Unsurprisingly as well, the author then argues for the need for integration between various parts of the company that can allow marketing and operations to work together effectively together (4). After this comes a discussion about content curation (5), allowing companies to leverage their brands through the cultivation of relationships with influential bloggers and other creative types. The author then closes with a discussion about cross-pollination (6), itself a usual effect of integration, as well as how one measures marketing return on investment in the digital age (7).
This book is obviously aimed at a niche audience and will not likely appeal to everyone. The author uses some heavy jargon and, as is common in this sort of work, exaggerates a bit about how revolutionary and novel the contemporary period is when it comes to the desirability of customer-based appeals. The readers of this book will likely accept the use of advertising language by the author as they will most likely be involved with selling and marketing in some fashion themselves. Even those of us who are somewhat distant from the book’s target demographic will find something to enjoy, especially if we are the sort of people whose content is often seen as a help to marketing efforts of companies. If you are a contemporary company and you want to make your marketing work the most effectively by engaging with customers, following their lead as to tweaking and developing one’s strategies, and working to gain the goodwill of others in creating content that helps advertise your product, this is a good book to read, and it is likely that many people have and will find a great deal of insight in these pages.