Marketing in the Moment: The Practical Guide to Using Web 3.0 Marketing, by Michael Tasner is a very useful, readable book that can be highly recommended.
The book is a very reader-friendly, fast paced guide to how marketing is changing in step with changes in web technologies, including marketing through mobile devices. The underlying thesis is that marketing needs to become more closely targeted to key customers or users.
This means moving beyond social networking, which Tasner argues is too unspecific. He presents Web 3.0 as revolving around micro-blogging, especially through Twitter, but he also discusses virtual reality worlds, the mobile web and real-time collaboration among other emerging trends.
There is a useful discussion of tools that not many will have heard of such as Social Oomph, a complementary site to Twitter that lets you automatically send a welcome message to new Twitter followers. Tasner also explains the benefits of having more than one Twitter account. He has 6 for different purposes.
The thorough discussion of how to make full use of Twitter for marketing purposes is worth the price of the book alone. But it adds value by creating greater awareness of the need to keep up with all such new media and tools if you want to keep ahead of your competition.
Marketing in the Moment, published by Pearson Education, 2010
