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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…mehr
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.
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Autorenporträt
Grant Leboff is the founder of Sticky Marketing Ltd., a consultancy which 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 Daily Telegraph, The Independent, and The Financial Times. Grant is also the author of the best-selling book, Sales Therapy, published by Wiley.
Inhaltsangabe
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 Participation 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 Index
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 Participation 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 Index
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