Book Report: Do It Wrong Quickly – How the Web Changes the Old Marketing Rules

Mike Moran’s book ‘Do It Wrong Quickly’ is not just another book about Internet marketing. The title of the book might lead the reader to think initially this book is about mistakes that can be done in Internet marketing. However, the book describes how companies should not get caught up in having to do it right the first time. Rather than trying to do it right the first time and spending significant amounts of money on planning, Moran suggests doing small and quick experiments because doing something wrong quickly is far better than doing something right slowly.

Compared to other E-marketing books, Moran’s approach to Internet marketing is pioneering and simple at the same time. Instead of creating an annual marketing plan, Moran suggests to do quick experiments. In order to decide whether an experiment was successful or not, the company has to make sure that accurate measurement is set in place. If the metrics show that this approach was wrong, the book clarifies that this is not a disaster, as something new can be tested very quickly the next day. By experimenting on a daily basis, a company can gradually fine-tune its marketing to have the highest possible outcome. This approach might change the entire world of an E-marketer, who is used to plan ahead of time in order to make it right the first time. This implies a flexible and open company culture. If this is not the case, e-marketers might have to overcome obstacles to persuade their leaders to ‘do things wrong quickly’.