Get Scrappy: Smarter Digital Marketing for Businesses Big and Small

This helpful digital-marketing bible from Westergaard, host of the On Brand podcast and chief strategist at Brand Driven Digital, will be eagerly welcomed by marketers perplexed by the onslaught of conflicting information and advice on digital marketing. Westergaard recognizes that it’s an exciting yet frustrating time to be in marketing, one in which the Internet has changed everything. Writing that being “scrappy” means “doing more with less,” Westergaard helps readers navigate past the three main obstacles to success: “shiny new things,” “the myth of big,” and “checklist marketing.” The major foci are on identifying a brand’s blueprint and on engaging productively and honestly with one’s customers or users. The energetic, narrative-driven presentation walks readers through meeting business objectives, assembling the right team, using a mix of old and new media, and reaching and nurturing an active community. Covering both strategy and concrete plans for action, as well as ways to streamline efforts and quantify results, Westergaard’s book is a cogent guide to achievable digital marketing. Agent: Giles Anderson, Anderson Literary Agency. (May)