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Stickier Marketing

How to Win Customers in a Digital Age - 0 - 1884016

Taschenbuch von Grant Leboff

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Leboff, Grant
Kogan Page
Werbung, Marketing
418 gr
In Sticky Marketing Grant Leboff argued that the old marketing system of shouting messages at people was finished, replaced by providing value around your product or service: brands needed to become sticky. This new edition of Sticky Marketing, Stickier Marketing, remains a complete guide to producing effective marketing communications in a world of consumers empowered by new digital technology who do not want to be shouted at but engaged with. It shows readers how providing return on engagement, rather than return on investment, and a customer engagement point, rather than a unique selling point, is what will make the difference in today's cluttered marketing place. Updated throughout, this new edition also includes brand new chapters on content marketing, discovery and mobile marketing.
It introduces new concepts such as Return on Engagement instead of ROI, Customer Engagement Points instead of USP
Information zum Autor
Grant Leboff is the founder of Sticky Marketing Ltd., a consulting firm that advises clients on sales and marketing strategies, building their brand and positioning it as market leader in their particular sector. A regular speaker at conferences around the world, he is also a contributor to many business magazines and newspapers including The Financial Times. He is also the author of the book Sales Therapy: Effective Selling for the Small Business Owner (Wiley).
List of figures and tables
List of abbreviations Part One Prologue
What the Sex Pistols taught me about marketing Part Two Setting the scene
01 Printing press to world wide web
The development of communication
The limitations of traditional communication channels
The web's impact on communication
The web's infl uence on global change
Key point summary 02 Scarcity to abundance
The abundance of choice and information
The 'shouting' lost its value
Where customers now go for information
Key point summary 03 Transactions to engagement
The limitations of traditional 'relationship marketing'
Striving for 'relationships' is not enough
Introducing 'customer engagement' marketing
From 'return on investment' to 'return on engagement'
Engaging on your customers' terms
Becoming a trusted source of information
Key point summary Part Three Developing an effective marketing strategy
04 Benefits to problems
An example of transactional marketing
The alternative approach: providing value around your product or service
The shortcomings of benefit messaging
Ask the right question
Problem Maps®
Using Problem Maps® as the basis for engagement
Key point summary 05 Products to experiences
The value is in the experience
Developing the experience
The importance of strategic partnerships
Embracing the idea of providing experiences
The web encourages participation
Marketing's move from tactics to strategy
The changing dynamic between sales and marketing
The role of delivery mechanisms
Key point summary 06 Unique selling point to customer engagement points
Why the USP will not sell experiences
The journey to customer engagement points
An engagement strategy means becoming attractive
The importance of a 'narrative'
Introducing customer engagement points
Key point summary

Part Four Communicating the message
07 Messages to conversations
Power to the people
Becoming 'part of the conversation'
User-generated content and co-creation
The importance of social platforms
The importance of the 'social graph'
Identifying the 'influencers'
Working with 'key' influencers
Key point summary 08 Image to reputation
How we all became marketers
Marketing is a conversation
The move to authenticity
Communications in trusted networks and social platforms
The 'social web'
The importance of values
Developing a narrative
Key point summary 09 Controlling to sharing
The changing nature of competition
The mindset of abundance
The importance of sharing and collaboration
Personalization and the new working environment
Co-creation with customers
A new age of openness
Key point summary Part Five It's not about you, it's about the customer
10 Advertisements to content
Understanding your customer's world
Ensuring 'value' in every communication
Creating compelling content
Key point summary 11 Broadcast to discovery
Keywords and content
Listening and measuring
Key point summary 12 Static to mobile
Everything that can be social will be social
Maintaining attention
Creating richer experiences
Moment marketing
Convenience - making life easy
Key point summary Part Six Epilogue
Customers to communities
Marketing is about building communities
Marketing communications should focus on people
Marketing is no longer a means to an end, but an end in itself Notes
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