The Future of Marketing

Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer

Author: Nicholas Johnson

Publisher: FT Press

ISBN: 0134084594

Category: Business & Economics

Page: 272

View: 9894

Reinvent marketing for your radically new environment: smarter, faster, more agile, more customer-driven! In this "by marketers, for marketers" primer, Nicholas Johnson offers evidence-based guidance for transforming what you do, and how you do it. The Future of Marketing shows how to anticipate and respond to relentless change in channels, media options, organizational relationships, technologies, markets, products, services – and most important of all, customers. Johnson investigates each key emerging trend marketers are facing, from shifting customer expectations and fragmenting media landscapes to the challenge of synthesizing vast troves of data into actionable knowledge. He explains how these trends are eradicating ‘marketing’ as we know it, and helps you respond by refashioning organizational structures, marketing campaigns, marketer roles, and much more. You’ll learn how to: ¿ Move from "campaigning" to storytelling and authentic conversations ¿ Achieve true ‘real-time marketing" and greater agility throughout the marketing function ¿ Migrate from big TV buys to a pervasive multi-channel/omni-channel approach ¿ Accelerate marketing processes, eliminate bureaucracy, and optimize agility ¿ Mitigate risk when everything’s moving at lightspeed ¿ And much more Johnson supports his recommendations by taking you behind the scenes with some of the world’s top marketing teams, at companies including L’Oreal, Old Navy, Time Warner, Adidas, HP, McDonalds, Wells Fargo, and Universal. These highly-successful marketers have recognized that they too must change to flourish in a radically new environment. Johnson shows how they’re planning and executing those changes – and how you can, too. Whether you’re a marketing executive, strategist, or manager, The Future of Marketing offers what your organization needs most: a clear path forward.

Adcreep

The Case Against Modern Marketing

Author: Mark Bartholomew

Publisher: Stanford University Press

ISBN: 1503602184

Category: Law

Page: 248

View: 8469

Advertising is everywhere. By some estimates, the average American is exposed to over 3,000 advertisements each day. Whether we realize it or not, "adcreep"—modern marketing's march to create a world where advertising can be expected anywhere and anytime—has come, transforming not just our purchasing decisions, but our relationships, our sense of self, and the way we navigate all spaces, public and private. Adcreep journeys through the curious and sometimes troubling world of modern advertising. Mark Bartholomew exposes an array of marketing techniques that might seem like the stuff of science fiction: neuromarketing, biometric scans, automated online spies, and facial recognition technology, all enlisted to study and stimulate consumer desire. This marriage of advertising and technology has consequences. Businesses wield rich and portable records of consumer preference, delivering advertising tailored to your own idiosyncratic thought processes. They mask their role by using social media to mobilize others, from celebrities to your own relatives, to convey their messages. Guerrilla marketers turn every space into a potential site for a commercial come-on or clandestine market research. Advertisers now know you on a deeper, more intimate level, dramatically tilting the historical balance of power between advertiser and audience. In this world of ubiquitous commercial appeals, consumers and policymakers are numbed to advertising's growing presence. Drawing on a variety of sources, including psychological experiments, marketing texts, communications theory, and historical examples, Bartholomew reveals the consequences of life in a world of non-stop selling. Adcreep mounts a damning critique of the modern American legal system's failure to stem the flow of invasive advertising into our homes, parks, schools, and digital lives.

Brands in Glass Houses

How to Embrace Transparency and Grow Your Business Through Content Marketing

Author: Dechay Watts,Debbie Williams

Publisher: N.A

ISBN: 9780985957629

Category: Business & Economics

Page: 110

View: 2086

From mom-and-pop shops to mega brands, from B2B to B2C, one common theme exists: consumers are leading the course of marketing. Today, successful companies do not talk "at" the customer; they talk "with" them, honestly and humanly. This expectation of honest communication and brand transparency has started a revolution. People are savvier and less apt to fall for a manufactured backstory - and they lose interest quickly in marketing jargon. For the first time in history, the truth sells. Brands in Glass Houses shines light on businesses that are revealing themselves authentically, not just as a marketing tactic, but also as a way of doing business. It shows you how to provide interesting content so that customers can connect with your brand on an emotional level, thus making them more eager to buy from you, talk about you, share their experiences with you, and ultimately, listen to what you have to say. Brands in Glass Houses takes you through the complete marketing lifecycle, from uncovering your brand story, to using content marketing services to give away knowledge and build trust, to being consistent through an editorial calendar. With this book, you will lose the fear of being too transparent and recognize opportunities to educate and engage with your target audience through content marketing tactics such as blogs, social media, newsletters, and more. Discovering your brand stories, and telling them in the right places, at the right times, to the right people, will help you connect through actionable content that has a purpose. Through step-by-step guides, checklists, examples, and true stories from a content marketing agency, marketers will learn how to look at their own messaging and find ways to talk about products and services authentically and humanly. Those who are just getting started in this new age of communication will be inspired by dozens of examples of how companies are telling their stories through purposeful content and living in glass houses for the world to see. Those who have a solid foundation with content will be inspired by examples of others who are using transparent marketing as a tool to create brand stories that people believe in and want to be a part of. Even experienced marketers who already believe in the power of content will find value in Brands in Glass Houses, as the book shows ways to empower brand evangelists and employee evangelists to authentically engage. Of course, when you lift the veil, both the good and bad appear for all to see. Negative reviews and comments can happen even to the best of companies. It's how you handle them - authentically and professionally - that can actually put you back on top. Brands in Glass Houses gives play-by-play examples of what not to do when a crisis arises, based on real responses from companies that have felt the heat. As demand for the truth continues, the ability to be transparent and use authentic content to connect to the people buying your products and services is in your hands. Once the "sell" is removed from your messaging, your authority and trustworthiness will increase ... and so will the growth to your bottom line.

The Network Is Your Customer

Five Strategies to Thrive in a Digital Age

Author: David L. Rogers

Publisher: Yale University Press

ISBN: 030016601X

Category: Business & Economics

Page: 335

View: 5429

"An incredibly useful and valuable guidebook to the new consumer economy. Buy it. Learn from it. Succeed with it."--Jeff Jarvis, author of "What Would Google Do " "This is the stuff that every business and nonprofit needs to embrace if they're going to succeed in a changing world."--Vivian Schiller, CEO of NPR With clear analysis and practical frameworks, this book provides a strategic guide that any business or nonprofit can use to succeed in the digital age. Marketing expert David Rogers examines how digital technologies--from smartphones to social networks--connect us in frameworks that transform our relationships to business and each other. To thrive today, organizations need new strategies--strategies designed for customer networks. Rogers offers five strategies that any business can use to create new value: ACCESS--be faster, be easier, be everywhere, be always on ENGAGE--become a source of valued content CUSTOMIZE--make your offering adaptable to your customer's needs CONNECT--become a part of your customers' conversations COLLABORATE--involve your customers at every stage of your enterprise Rogers explains these five strategies with over 100 cases from every type and size of business--from shoes to news, and software to healthcare. In "The Network Is Your Customer," he shows: How Apple harnessed a host of collaborators to write apps for its iPhone How IBM designed a videogame to help sell its enterprise software How Ford Motors inspired an online community to build brand awareness for its new Fiesta ...and countless other cases from consumer, b2b, and nonprofit categories. The book outlines a process for planning and implementing a customer network strategy to match "your" customers, "your" business, and "your" objectives--whether you need to drive sales, to enhance innovation, to reduce costs, to gain customer insight, or to build breakthrough products and services. Because today, whatever your goals and whatever your business, the network is your customer.

Social Media Metrics

How to Measure and Optimize Your Marketing Investment

Author: Jim Sterne

Publisher: John Wiley & Sons

ISBN: 9780470622582

Category: Business & Economics

Page: 256

View: 9011

The only guide devoted exclusively to social media metrics Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix. While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Read this book to determine: Why striving for more Twitter followers or Facebook friends than the competition is a failing strategy How to leverage the time and effort you invest in social media How to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication.

Winning the Story Wars

Why Those Who Tell (and Live) the Best Stories Will Rule the Future

Author: Jonah Sachs

Publisher: Harvard Business Press

ISBN: 1422143570

Category: Business & Economics

Page: 272

View: 3385

Trying to get your message heard? Build an iconic brand? Welcome to the battlefield. The story wars are all around us. They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior—great stories. With insights from mythology, advertising history, evolutionary biology, and psychology, viral storyteller and advertising expert Jonah Sachs takes readers into a fascinating world of seemingly insurmountable challenges and enormous opportunity. You’ll discover how: • Social media tools are driving a return to the oral tradition, in which stories that matter rise above the fray • Marketers have become today’s mythmakers, providing society with explanation, meaning, and ritual • Memorable stories based on timeless themes build legions of eager evangelists • Marketers and audiences can work together to create deeper meaning and stronger partnerships in building a better world • Brands like Old Spice, The Story of Stuff, Nike, the Tea Party, and Occupy Wall Street created and sustained massive viral buzz Winning the Story Wars is a call to arms for business communicators to cast aside broken traditions and join a revolution to build the iconic brands of the future. It puts marketers in the role of heroes with a chance to transform not just their craft but the enterprises they represent. After all, success in the story wars doesn’t come just from telling great stories, but from learning to live them.

The Physics of Brand

Understand the Forces Behind Brands That Matter

Author: Aaron Keller,Renee Marino,Dan Wallace

Publisher: Simon and Schuster

ISBN: 1440342695

Category: Design

Page: 192

View: 9286

Welcome to a brand-new way of thinking about branding. The Physics of Brand is an exploration of how brands evolve in time and space. Drawing on experience working with companies such as Patagonia, General Mills, Target, and more, this book provides an exciting new systems approach to branding. By focusing on how brands and people actually interrelate, you'll gain a new perspective on brand growth and interaction. Complete with case studies to illustrate these concepts and Thought Experiments to get you thinking conceptually, The Physics of Brand is your new textbook on brand theory.

The Everything Store

Jeff Bezos and the Age of Amazon

Author: Brad Stone

Publisher: Little, Brown

ISBN: 0316219258

Category: Business & Economics

Page: 384

View: 1745

"An immersive play-by-play of the company's ascent.... It's hard to imagine a better retelling of the Amazon origin story." -- Laura Bennett, New Republic Amazon.com's visionary founder, Jeff Bezos, wasn't content with being a bookseller. He wanted Amazon to become the everything store, offering limitless selection and seductive convenience at disruptively low prices. To do so, he developed a corporate culture of relentless ambition and secrecy that's never been cracked. Until now. Brad Stone enjoyed unprecedented access to current and former Amazon employees and Bezos family members, and his book is the first in-depth, fly-on-the-wall account of life at Amazon. The Everything Store is the book that the business world can't stop talking about, the revealing, definitive biography of the company that placed one of the first and largest bets on the Internet and forever changed the way we shop and read.

Big Dead Place

Inside the Strange and Menacing World of Antarctica (Large Print 16pt)

Author: Nicholas Johnson

Publisher: ReadHowYouWant.com

ISBN: 1459617495

Category:

Page: 504

View: 8121

Welcome to Big Dead Place, a grunt's eye view of America's Antarctic Program that shatters the well-worn cliches of polar literature. Here the heroic camaraderie and romantic desolation give way to sterile buildings populated by characters like a ...

Performance Partnerships

The Checkered Past, Changing Present, & Exciting Future of Affiliate Marketing

Author: Robert Glazer

Publisher: BookBaby

ISBN: 1619615835

Category: Business & Economics

Page: 168

View: 7731

The term affiliate marketing has been misunderstood and underestimated since its inception. At its core, affiliate marketing represents something overwhelmingly positive: paying only for marketing that delivers actual, quantifiable results. Robert Glazer, a leader in the affiliate marketing industry for over a decade, draws upon his experience and insights gathered from influential marketers to examine a rapidly changing field. Performance Partnerships is the first in-depth look at the performance (affiliate) marketing industry. Examining its roots and evolution, this book offers a better understanding of its impact as a vital form of direct-to-consumer digital marketing, and advice on how it can be used to change marketing and business development practices. When used correctly, affiliate marketing and Performance Partnerships can be powerful tools to grow your business and Robert can show you how to tap into that boundless potential.

Negroes and the Gun

The Black Tradition of Arms

Author: Nicholas Johnson

Publisher: Prometheus Books

ISBN: 1616148403

Category: Social Science

Page: 379

View: 450

Chronicling the underappreciated black tradition of bearing arms for self-defense, this book presents an array of examples reaching back to the pre—Civil War era that demonstrate a willingness of African American men and women to use firearms when necessary to defend their families and communities. From Frederick Douglass’s advice to keep “a good revolver” handy as defense against slave catchers to the armed self-protection of Monroe, North Carolina, blacks against the KKK chronicled in Robert Williams’s Negroes with Guns, it is clear that owning firearms was commonplace in the black community. Nicholas Johnson points out that this story has been submerged because it is hard to reconcile with the dominant narrative of nonviolence during the civil rights era. His book, however, resolves that tension by showing how the black tradition of arms maintained and demanded a critical distinction between private self-defense and political violence. Johnson also addresses the unavoidable issue of young black men with guns and the toll that gun violence takes on many in the inner city. He shows how complicated this issue is by highlighting the surprising diversity of views on gun ownership in the black community. In fact, recent Supreme Court affirmations of the right to bear arms resulted from cases led by black plaintiffs. Surprising and informative, this well-researched book strips away many stock assumptions of conventional wisdom on the issue of guns and the black freedom struggle. From the Trade Paperback edition.

Release the Power of Entangled Marketing

Moving Beyond Engagement

Author: Sebastian Jespersen,Stan Rapp

Publisher: Internationalist

ISBN: 9781942324034

Category: Business & Economics

Page: 164

View: 4070

Entangled Marketing is the new business model for building a supportive, enduring and mutually-rewarding customer relationship. The book introduces a number of groundbreaking ideas centered around the ways a brand can provide meaning and value to customers to keep them in an ongoing relationship for life.

The Future of Branding

Author: Rajendra K. Srivastava,Gregory M. Thomas

Publisher: SAGE Publications India

ISBN: 9351503178

Category: Business & Economics

Page: 492

View: 9517

New ideas change the world. From social movements to scientific discovery the power of an idea is to reshape the world, who we are, and how we live. Changes in the increasingly dynamic competitive environment require a focus on what should be done, not just what is currently done. The inspiration for this book is to provide an outlet for cogent ideas that will help managers build and maintain brands in the future marketplace. Written by the leading minds management from around the globe who are redefining best practices in managing brands, It examines the future of branding on key concepts including brand performance management, brand strategy, brand building, revitalizing brands, brand valuation, brand analysis, brand protection, and brand experience. The all-star team includes: Martin Roll, Kevin Lane Keller, Don E. Schultz, Bernd Schmitt, Jean-Noel Kapferer, , V. Kumar, Bharath Rajan, Lluis Martinez-Ribes, Shi Zhang, Jean Yannis Suvatjis, Leslie de Chernatony, Vanessa M. Patrick and Henrik Hagtvedt, Gregory M Thomas, Jeffrey Parkhurst Srinivas Reddy, Anupam Jaju, Werner Reinartz, Jeffery Andrien, Paul Benoit, Philip C Zerrillo, Cem Bahadir, and Rajendra K Srivastava.

Social Media ROI

Managing and Measuring Social Media Efforts in Your Organization

Author: Olivier Blanchard

Publisher: Pearson Education

ISBN: 9780132678025

Category: Business & Economics

Page: 350

View: 9501

Use Social and Viral Technologies to Supercharge Your Customer Service! Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. You’ll learn how to: Align social communications with broader business goals and functions Plan for effective performance measurement Establish clarity of vision, purpose, and execution Implement guidelines and operations for effectively managing social media Get started by “listening before talking” Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives Use social media to deliver real-time, optimized customer support Leverage mobility and the “on-the-fly” social media culture Measure FRY (Frequency, Reach, and Yield) Includes a foreword by Brian Solis.

The Business of Choice

Marketing to Consumers' Instincts

Author: Matthew Willcox

Publisher: Pearson Education

ISBN: 0134053494

Category: Business & Economics

Page: 256

View: 2450

Winner of the 2016 Berry - AMA Book Prize for Best Book in Marketing from the American Marketing Association! Named Marketing Book of the Year for 2016 by Marketing & Sales Books! Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice • Discover powerful new ways to simplify and guide consumer decisions • Gain actionable insights into social influence, how people plan, and how they interpret the past • Leverage surprising advances in neuroscience, evolutionary biology, and the behavioral and social sciences Whatever your marketing or behavioral objective, you’ll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people’s decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice. Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB’s Institute of Decision Making. Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!

Disrupting Digital Business

Create an Authentic Experience in the Peer-to-Peer Economy

Author: R "Ray" Wang

Publisher: Harvard Business Review Press

ISBN: 1625270534

Category: Business & Economics

Page: 208

View: 6003

We are no longer an economy of products and services. The digital transformation demands that we focus our attention on experiences and outcomes. Business leaders and their organizations must shift to keeping promises—no matter how their customers interact with them. But organizations no longer control the conversation. In this era of social and mobile technology, customers, employees, suppliers, and partners are in direct communication with one another. Those personal networks and the brands they’re passionate about influence their decision making and their spending. The workforce has changed too. Employees expect to be able to determine when and how they will work, the technology they’ll use, and the values their company will espouse. Organizations can take part in this conversation only if they recognize how and where it’s happening. Resisting these changes will leave executives, managers, and their companies powerless. Organizations must pivot with and ahead of these social, organizational, and technological shifts or risk being left behind. Technology guru Ray Wang shows how organizations can surf the waves of change—how they can keep their promises. Current trends, when taken seriously, require a new way of thinking about business that includes five key areas: 1. Consumerization of technology and the new C-suite 2. Data’s influence in driving decisions 3. Digital marketing transformation 4. The future of work 5. Matrix commerce Digital disruption has changed how we do our work. But by mastering these trends you’ll delight your customers with every interaction.

Beyond Advertising

Creating Value Through All Customer Touchpoints

Author: Yoram (Jerry) Wind,Catharine Findiesen Hays

Publisher: John Wiley & Sons

ISBN: 1119074223

Category: Business & Economics

Page: 288

View: 4536

Radically alter the impact of your advertising by changing your mindset Beyond Advertising offers concrete advice for actions to take and mindsets to adopt that will radically alter the impact of advertising—both for advertising professionals and target audiences. An ambitious book with insight from over 200 leading executives, innovators, and academics, this text paints a picture of what the future of advertising may look like by 2020. Most importantly, it provides concrete guidance regarding the changes you can make to your approach in order to thrive in an evolving industry, and explains what you can do differently now to create effective advertising across all consumer touchpoints. Advertising relies upon the engagement of target audience members to be successful, and achieving this engagement is becoming both easier and more difficult as communication channels change to keep up with the latest technology. Retaining a dynamic, flexible approach to advertising—and understanding where to make changes to your methods—is the only way to stay relevant in such a quickly moving industry. Visualize the evolution of the advertising industry, and understand how it may change in the coming decade Avoid the mistake of failing to change your approach to advertising as the industry evolves Identify the concrete actions you can take right now to improve your results Discover the RAVES method of advertising Beyond Advertising is a forward-thinking text that every advertising professional needs to maintain a level of relevancy as the industry continues to evolve.

UnMarketing

Everything Has Changed and Nothing is Different

Author: Scott Stratten,Alison Kramer,Alison Stratten

Publisher: John Wiley & Sons

ISBN: 1119335000

Category: Business & Economics

Page: 304

View: 750

Stop marketing. Start UnMarketing. No one likes cold calls at dinnertime, junk mail overflowing your mailbox, and advertisements that interrupt your favorite shows. If this is "marketing," then the world would probably prefer whatever is the opposite of that. If you're ready to stop marketing and start engaging, then welcome to UnMarketing. The landscape of business-customer relationships is changing, and UnMarketing gives you innovative ways out of the old "Push and Pray" rut. Instead, draw the right customers to you through listening and engagement, enabling you to build trust and position yourself as their logical choice when they need you. This second edition includes new information on the rapidly changing marketing landscape, including details on targeted ads and search, Snapchat, brand engagement, and more.

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: 412

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

Webs of Influence: The Psychology of Online Persuasion

The Psychology of Online Persuasion

Author: Nathalie Nahai

Publisher: Pearson UK

ISBN: 1292134623

Category: Business & Economics

Page: 256

View: 9187

With the majority of commercial transaction now happening online, companies of all shapes and sizes face an unprecedented level of competition to win over and retain new business. In this second edition of Webs of Influence, Nathalie Nahai brings together the latest insights from the world of psychology, neuroscience and behavioural economics to explain the underlying dynamics and motivations behind consumer behaviour. This book will show you how to apply specific principles to improve your marketing, products and websites, enabling you to engage with your customers in a more meaningful way.