The Digital Marketer

Larry Weber

• 30 mei 2014
• 9781118760833

Samenvatting:

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 todays marketing initiatives. Modern communications technology is irrevocably altering human behavior and causing seismic shifts in marketing philosophy, practices, and careers. Although marketing is still about creating and keeping customers, the how-to questions for accomplishing this have changed considerably. To help make sense of it all, 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 todays 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 Just five years ago marketing was a very different practice. Today powerful new digital tools and updated approaches have transformed the field, merging together long-held marketing and advertising roles to form a new era in customer-centric marketing practices. The Digital Marketer teaches you how to connect with todays informed and vocal customers by moving away from traditional producer-based strategies. Instead, companies will learn to set new standards for their customers experiences to make their marketing activities more personal and meaningful. The authors team up to not only help you understand and implement this new style of marketing, but to also make sense of the rapidly evolving technology available today. The book includes full discussions of critical marketing topics, such as native advertising, social communities, marketing automation, software integration, ubiquitous mobile and tablet technology, location-based services, design thinking, customer journey analysis, rich content, blending new and traditional media, marketing attribution analysis, marketing agility, and more. These new tools and practices are disruptive and multifaceted and can be overwhelming. The Digital Marketer reduces this complexity by distilling them into 10 skills, using concrete case studies and examples as illustrations. The authors also develop an overarching framework to explain how these skills work in sync to create remarkable customer experience the primary source of differentiation for organizations across every sector going forward. 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.