Weber / Henderson The Digital Marketer

Ten New Skills You Must Learn to Stay Relevant and Customer-Centric
1. Auflage 2014
ISBN: 978-1-118-76081-9
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 368 Seiten, E-Book

Big data. Digital loyalty programs. Predictive analytics.Contextualized content. Are you ready?
These are just a few of the newest trends in digital marketingthat are part of our everyday world. In The Digital Marketer:Ten New Skills You Must Learn to Stay Relevant andCustomer-Centric, digital marketing guru Larry Weber andbusiness writer and consultant Lisa Leslie Henderson explain thelatest digital tools and trends used in today's marketinginitiatives. The Digital Marketer explains:
* The ins and outs of this brave new world of digitalmarketing
* The specific techniques needed to achieve high customerengagement
* The modern innovations that help you outperform thecompetition
* The best targeting and positioning practices for today'sdigital era
* How customer insights derived from big and small data andanalytics, combined with software, design, and creativity cancreate the customer experience differential
With the authors' decades of combined experience filling itspages, The Digital Marketer gives every marketer the toolsthey need to reinvent their marketing function and businesspractices. It helps businesses learn to adapt to a customer-centricera and teaches specific techniques for engaging customerseffectively through technology. The book is an essential read forbusinesses of all sizes wanting to learn how to engage withcustomers in meaningful, profitable, and mutually beneficialways.

Autoren/Hrsg.

Weber, Larry

Henderson, Lisa Leslie

Inhaltsverzeichnis

Acknowledgments vii
Foreword George F. Colony ix
Introduction xiii
1 The 10 Essential Skills EveryMarketer Needs 1
2 How Organizations Are Adapting to the Customer-Centric Era 47
3 Build a Successful Marketing Career (Hint: Standing Still Is Extraordinarily Risky) 67
4 Design Valuable Customer Experiences 95
5 Find Actionable Insight in Big Data and Marketing Analytics 126
6 Employ Entrepreneurial Thinking for Discernment and Agility 157
7 Create a Content Experience Strategy That Delivers 177
8 Engage Customers via Social Communities 213
9 Maximize Marketing Impact with Converged Media 241
10 Drive Sales with Marketing Automation 266
11 CraftWorthwhile Loyalty and Digital Couponing Programs 283
12 Ignite Customer-Centricity Everywhere 299
Notes 317
Index 345

Über Autor(innen)

Larry Weber (Boston, MA) is Chairman and CEO of RacepointGlobal, an advanced marketing services agency. He is the founder ofWeber Shandwick and MITX, the world's largest Internetmarketing association, and the author of four previous books onmarketing, technology, and leadership. www.racepointglobal.com
Lisa Leslie Henderson (Boston, MA) writes, teaches, andconsults on the changing face of marketing, creativity andinnovation, and social entrepreneurship. This is the second bookupon which she has collaborated with Larry Weber.www.lisalesliehenderson.com