Weekend Reading: “Momentum” by Shama Hyder

For the 103rd episode of The Marketing Book Podcast, I interviewed Shama Hyder, author of “Momentum: How to Propel Your Marketing and Transform Your Brand in the Digital Age.”

For a growing number of people these days, the field of marketing seems overwhelmingly complex. And with good reason – if you follow Scott Brinker’s Marketing Technology Landscape Supergraphic, you’ll find that there are currently over 3,500 marketing technology solutions. And that’s up 75% from the previous year! And the number of marketing tactics continues to grow as well.

It used to be simpler, as the author explains:

The old marketing model focused on choosing and pursuing just one marketing methodology – traditional or digital, inbound or outbound, push or pull. But in today’s world, where the line between the two is quickly blurring, that forced choice is one that no longer makes sense. Marketers embracing the new ecosystem recognize that, rather than choosing between options, we have to integrate them strategically.

In Momentum, Shama Hyder makes the complex simpler and offers up a lens through which marketers can separate the critical from the trivial in order to gain momentum. The book is organized around just five principles to crack the code of modern marketing:

  1. Agility Through Analytics
  2. Customer Focus
  3. Integration
  4. Content Curation
  5. Cross-Pollination

A bit more about the book…

Douglas Burdett

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.