• Business & Economics

Digital Sense

The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience
Author: Travis Wright,Chris J. Snook
Publisher: John Wiley & Sons
ISBN: 1119291747
Category: Business & Economics
Page: 304
View: 9223
Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.

    • Business & Economics

Digital Sense

The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience
Author: Travis Wright,Chris J. Snook
Publisher: John Wiley & Sons
ISBN: 1119291712
Category: Business & Economics
Page: 304
View: 2519
Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.

    • Business & Economics

Digital Sense

The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience
Author: Travis Wright,Chris J. Snook
Publisher: John Wiley & Sons
ISBN: 1119291704
Category: Business & Economics
Page: 304
View: 1686
Providing two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, this complete playbook offers step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. --

    • Business & Economics

Hacking Marketing

Agile Practices to Make Marketing Smarter, Faster, and More Innovative
Author: Scott Brinker
Publisher: John Wiley & Sons
ISBN: 1119183219
Category: Business & Economics
Page: 288
View: 9511
Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.

    • Business & Economics

Optimize

How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing
Author: Lee Odden
Publisher: John Wiley & Sons
ISBN: 1118167775
Category: Business & Economics
Page: 243
View: 2084
Outlines an approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement, covering such topics as determining creative tactics and measuring value.

    • Business & Economics

Digital Context 2.0

Seven Lessons in Business Strategy, Consumer Behavior, and the Internet of Things
Author: David Norton
Publisher: BookBaby
ISBN: 099694141X
Category: Business & Economics
Page: 227
View: 1193
We are in the midst of yet another shift in business models because of digital. This time the force for change is not mobility; it’s data and the Internet of Things. The more devices that connect to each other, the more digital creates a personal ecosystem, called Digital Context. Digital Context is as distinct a shift in business strategy from omni-channel as omni-channel was from the first multi-channel business models. Companies need strategies grounded in consumer behavior to guide the development of business models, brand experiences, and customer journey work. Based on two years of in-depth research on consumers, Digital Context 2.0, provides seven lessons on how to prepare your business for the next wave of technologies—and make your customers happier. Lesson 1: A Watch is not a Watch A watch is not a watch. An IoT-enabled razor is not a razor. An IoT-enabled hearing aid is not a hearing aid. They can each do the basic functionality that the name implies but they do much more and will be hired by consumers to do more than what the name of the item suggests. The consumer hires the tool to do much more than what you originally intended the product to do. The more tools that connect to each other the more each tool becomes a part of an ecosystem that supports other activities. That ecosystem will change your business model. Lesson 2: Over Time All Channels Become Queues Critical to every business model are the marketing, transactional, and customer service channels that ensure that you can share your offerings with your customers. We have progressed from a world of single channels, to multi-channels, to omni-channels, and now to Digital Context. Along the way the channel has become smart and when channels become smart they queue things. Lesson 3: Consumers Get that Context Requires Data Despite the constant hacks and security breaches, most consumers share their data with companies freely if they understand and agree to the purpose for sharing the data. The Internet of Things and Digital Context depend upon the free flow of data between things. Lesson three explains why consumers share data, who the Context Comfortables are, and why they are important to every company’s business strategy. Lesson 4: Design Your Value Proposition to Target a Consumer Mode Increasingly, if companies are to be relevant and differentiated to their customers, they will need to understand modes. Modes are ways of thinking and behaving that consumers ‘get into’ that helps them get things done. By targeting a mode for your value proposition, you are effectively aligning your goods, services, or experiences with the way that consumers go about doing what they want to do. Lesson 5: Data + Content Creates the Package Companies that are focused on creating content for distribution should turn their attention to focusing on ways to create the Package. Smart Media companies need to find ways to increase the amount of data that travels with the content they produce. In Digital Context, consumers will want their content to be informed by different data types. Companies are used to very basic data being embedded in or attached to content. However, context-aware content requires that companies find ways to share data about much more. Lesson 6: Don’t Focus on Loyalty; Focus on Positive Engagement The promise of Digital Context cannot just be to speed things up. Context must improve the wellbeing of people. Research in positive psychology can help companies think about delivering happiness to consumers. Digital Context should tap into that body of research. This lesson explores why a loyalty mindset is wrong for Digital Context and why a positive engagement mindset is what companies need to go after. Lesson 7: Doing Digital Strategy: A Case Study Using a fictional example based on P&G's Swiffer product, David W. Norton, Ph.D. shows how to bring the other six lessons together into strategic activities that guide business decision-making.

    • Business & Economics

Customer Experience Management

A Revolutionary Approach to Connecting with Your Customers
Author: Bernd H. Schmitt
Publisher: John Wiley & Sons
ISBN: 0471473979
Category: Business & Economics
Page: 288
View: 2504
In Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken. Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector. A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change, Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.

    • Business & Economics

The End of Advertising

Why it Had to Die, and the Creative Resurrection to Come
Author: Andrew Essex
Publisher: N.A
ISBN: 0399588515
Category: Business & Economics
Page: 240
View: 9864
"One of the most successful admen of recent years throws down the ultimate challenge to his profession: innovate or perish. The ad apocalypse is upon us. Today millions are downloading ad-blocking software, and still more are paying subscription premiums to avoid ads. This $600 billion industry is now careening toward outright extinction, after having taken for granted a captive audience for too long, leading to lazy, overabundant, and frankly annoying ads. Make no mistake, Madison Avenue: Advertising as we know it is over. In this short, bound-to-be controversial manifesto, Essex offers both a wake-up call and a road map to the future. With trenchant wit and razor-sharp insights, he presents an essential new vision of where the smart businesses could be headed, to the cheers of advertisers and consumers alike"--

    • Business & Economics

No Bullshit Social Media

The All-business, No-hype Guide to Social Media Marketing
Author: Jason Falls,Erik Deckers
Publisher: Pearson Education
ISBN: 0789748010
Category: Business & Economics
Page: 253
View: 5747
The In-Your-Face, Results-Focused, No-"Kumbaya" Guide to Social Media for Business! Detailed techniques for increasing sales, profits, market share, and efficiency. Specific solutions for brand-building, customer service, R&D, and reputation management. Facts, statistics, real-world case studies, and rock-solid metrics

    • Business & Economics

Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing


Author: Shane Atchison,Jason Burby
Publisher: McGraw Hill Professional
ISBN: 0071847871
Category: Business & Economics
Page: 256
View: 5818
You can collect all the consumer data in the world, but it's not worth much if you aren't using it to move your business forward. Today, marketers and advertisers can do so much more than launch campaigns and hope for the best. Thanks to data, they can finally know what works and doesn't, and use that information to become more effective in the future. That's where this groundbreaking marketing guide comes into play. From POSSIBLE, one of the world's most successful digital marketing agencies, Does Your Marketing Work? reveals 10 easy-to-understand principles for building a higly creative organization that thrives on data. You'll learn how to how to set business goals, inspire great ideas, find the right people, measure what matters, and act on insight. The book explains how to evaluate everything from simple projects to long-term brand vitality--all the while keeping the field wide open for brilliant creative work.

    • Business & Economics

They Ask You Answer

A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer
Author: Marcus Sheridan
Publisher: John Wiley & Sons
ISBN: 1119312973
Category: Business & Economics
Page: 240
View: 7348
"This book will not just tell the incredibly practical and extraordinarily simple story of River Pools and Spas, but it will also dissect how other companies of various industries have managed to find exceptional results applying these same principles, making it relatable to all industries, businesses, and entrepreneurs alike"--

    • Business & Economics

X

The Experience When Business Meets Design
Author: Brian Solis
Publisher: John Wiley & Sons
ISBN: 1118526392
Category: Business & Economics
Page: 256
View: 6428
Welcome to a new era of business in which your brand is defined by those who experience it. Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you re not around? In an always-on world where everyone is connected to information and also one another, customer experience is your brand. And, without defining experiences, brands become victim to whatever people feel and share. In his new book X: The Experience When Business Meets Design bestselling author Brian Solis shares why great products are no longer good enough to win with customers and why creative marketing and delightful customer service too are not enough to succeed. In X, he shares why the future of business is experiential and how to create and cultivate meaningful experiences. This isn’t your ordinary business book. The idea of a book was re-imagined for a digital meets analog world to be a relevant and sensational experience. Its aesthetic was meant to evoke emotion while also giving new perspective and insights to help you win the hearts and minds of your customers. And, the design of this book, along with what fills its pages, was done using the principles shared within. Brian shares more than the importance of experience. You’ll learn how to design a desired, meaningful and uniform experience in every moment of truth in a fun way including: How our own experience gets in the way of designing for people not like us Why empathy and new perspective unlock creativity and innovation The importance of User Experience (UX) in real life and in executive thinking The humanity of Human-Centered Design in all you do The art of Hollywood storytelling from marketing to product design to packaging Apple’s holistic approach to experience architecture The value of different journey and experience mapping approaches The future of business lies in experience architecture and you are the architect. Business, meet design. X

    • Business & Economics

The Fun Formula

How Curiosity, Risk-Taking, and Serendipity Can Revolutionize How You Work
Author: Joel Comm
Publisher: Thomas Nelson
ISBN: 1400201950
Category: Business & Economics
Page: 240
View: 3587
Find more success in work and in life than you ever dreamed possible—by pursuing fun. The demands of work and the breakneck pace of technological change wear heavily on all of us, whether we are employees at a large company, solo workers in the gig economy, or entrepreneurs launching a new venture. The “hustle-and-grind” lifestyle that we’ve been told is essential to success actually leads to physical ailments, emotional burnout, and a darkness in the soul. But Joel Comm has found a better way. In The Fun Formula, Comm reveals that the best path to success—in work and in life—is to focus on our passions, curiosity, and the things that bring us great pleasure. Doing this leads not only to more dramatic results in whatever we do, but also to a more fulfilling life. Using entertaining stories and illuminating anecdotes from Comm’s own life and those of others, famous and not, The Fun Formula lays out a plan for making the subtle changes to our thinking and routines that will enable us to design the life we truly desire: one of significance and joy.

    • Business & Economics

The Analytical Marketer

How to Transform Your Marketing Organization
Author: Adele Sweetwood
Publisher: Harvard Business Review Press
ISBN: 1625278462
Category: Business & Economics
Page: 208
View: 1137
How to lead the change Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed to leading interactions with IT, finance, and sales and creating a unified view of the customer. The Analytical Marketer provides critical insight into the changing marketing organization—digital, agile, and analytical—and the tools for reinventing it. Written by the head of global marketing for SAS, The Analytical Marketer is based on the author’s firsthand experience of transforming a marketing organization from “art” to “art and science.” Challenged and inspired by their company’s own analytics products, the SAS marketing team was forced to rethink itself in order to take advantage of the new capabilities that those tools offer the modern marketer. Key marketers and managers at SAS tell their stories alongside the author’s candid lessons learned as she led the marketing organization’s transformation. With additional examples from other leading companies, this book is a practical guide and set of best practices for creating a new marketing culture that thrives on and adds value through data and analytics.

    • Business & Economics

Get Scrappy

Smarter Digital Marketing for Businesses Big and Small
Author: Nick Westergaard
Publisher: AMACOM
ISBN: 081443732X
Category: Business & Economics
Page: 247
View: 634
"This book...will help you take your marketing to the next level without having to increase your budget a dollar" - Inc. Mashable Best New Marketing Books to Read in 2017 Selected by Oracle Marketing Cloud as a Top 15 Marketing Book for 2016 It's an exciting time to be in marketing: The Internet, social media, and content marketing are powerful equalizers, resetting the playing field for businesses large and small. Yet, it's also a challenging time, with much work to do and an ever-changing array of platforms, features, and networks to master-all on a tighter budget than before. Don't get discouraged, get scrappy! Shattering the myth that only big brands can do big things, Get Scrappy will help you: Demystify digital marketing in a way that makes sense for your business * Do more with less * Build a strong brand with something to say * Find inspiration in unexpected places * Create relevant and engaging content and promote it via Twitter, Facebook, and other channels * Integrate strategy and message across touchpoints for a unified brand experience-both online and off * Spark dialogue with your community of customers * Measure what matters The result is a reliable, repeatable system for reinventing your marketing as marketing reinvents itself. Featuring frameworks, hacks, tips, idea starters, and more, Get Scrappy is the map you need to take your marketing from good to great.

    • Business & Economics

The Digital Marketer

Ten New Skills You Must Learn to Stay Relevant and Customer-Centric
Author: Larry Weber,Lisa Leslie Henderson
Publisher: John Wiley & Sons
ISBN: 1118760816
Category: Business & Economics
Page: 368
View: 3590
Big data. Digital loyalty programs. Predictive analytics. Contextualized content. Are you ready? These are just a few of the newest trends in digital marketing that are part of our everyday world. In The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, digital marketing guru Larry Weber and business writer and consultant Lisa Leslie Henderson explain the latest digital tools and trends used in today's marketing initiatives. The Digital Marketer explains: The ins and outs of this brave new world of digital marketing The specific techniques needed to achieve high customer engagement The modern innovations that help you outperform the competition The best targeting and positioning practices for today's digital era How customer insights derived from big and small data and analytics, combined with software, design, and creativity can create the customer experience differential With the authors' decades of combined experience filling its pages, The Digital Marketer gives every marketer the tools they need to reinvent their marketing function and business practices. It helps businesses learn to adapt to a customer-centric era and teaches specific techniques for engaging customers effectively through technology. The book is an essential read for businesses of all sizes wanting to learn how to engage with customers in meaningful, profitable, and mutually beneficial ways.

    • Business & Economics

Digital Marketing Analytics

Making Sense of Consumer Data in a Digital World
Author: Chuck Hemann,Ken Burbary
Publisher: Que Publishing
ISBN: 0134998650
Category: Business & Economics
Page: 272
View: 6105
Distill Maximum Value from Your Digital Data! Do It Now! Why hasn’t all that data delivered a whopping competitive advantage? Because you’ve barely begun to use it, that’s why! Good news: neither have your competitors. It’s hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to customer service to social media marketing! Prioritize—because you can’t measure and analyze everything Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors Measure real digital media ROI: sales, leads, and customer satisfaction Track the performance of all paid, earned, and owned digital channels Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR Start optimizing digital content in real time Implement advanced tools, processes, and algorithms for accurately measuring influence Make the most of surveys, focus groups, and offline research synergies Focus new marketing investments where they’ll deliver the most value • Identify and understand your most important audiences across the digital ecosystem “Chuck and Ken lead marketers clearly and efficiently through the minefield of digital marketing measurement. And they do so with a lightness of touch and absence of jargon so rare in this overhyped, much-misunderstood ecosystem.” —Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data

    • Business & Economics

Blue Ocean Strategy, Expanded Edition

How to Create Uncontested Market Space and Make the Competition Irrelevant
Author: W. Chan Kim,Renee Mauborgne
Publisher: Harvard Business Review Press
ISBN: 1625274491
Category: Business & Economics
Page: 256
View: 2615
Argues against common competitive practices while outlining recommendations based on the creation of untapped market spaces with growth potential.

    • Business & Economics

Emotional Banking

Fixing Culture, Leveraging FinTech, and Transforming Retail Banks into Brands
Author: Duena Blomstrom
Publisher: Springer
ISBN: 3319756532
Category: Business & Economics
Page: 159
View: 7780
Banking is under threat. Despite access to fast-paced technology known as FinTech, an antiquated business model and internal organizational paralysis do not allow for the creation of a truly beloved brand and are stifling change. To survive and thrive when their competition is catching up, banks must understand the principles behind Emotional Banking—a cultural change concept that brings the consumer to the center of rethinking banking products and delivery. This book starts with a history of the space then moves into an overview of what FinTech is. After discussing the state of banking today including stories from the biggest names in the industry, the concept of Emotional Banking and Brand are introduced as an answer to the problems outlined above. It concludes with examples of best practices and a hands-on approach on how to change the inertia, become a brand and make customers fall in love with their bank. Some of the questions this book tackles include: · Why don’t banks “care”? · How many banks will survive? · What is FinTech and why does it matter? · Can Banks become beloved brands and find their way to the consumer’s heart? · Why is there a disconnect between what we say and what we do in the industry? · Is inertia in banking a result of broken internal culture? · Which big brand or challenger will be at the top in 5 years?