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 today’s marketing
initiatives. 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 today’s
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
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.
Tabella dei contenuti
Acknowledgments vii
Foreword George F. Colony ix
Introduction xiii
1 The 10 Essential Skills Every Marketer 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 Craft Worthwhile Loyalty and Digital Couponing Programs 283
12 Ignite Customer-Centricity Everywhere 299
Notes 317
Index 345
Circa l’autore
Larry Weber (Boston, MA) is Chairman and CEO of Racepoint
Global, an advanced marketing services agency. He is the founder of
Weber Shandwick and MITX, the world’s largest Internet
marketing association, and the author of four previous books on
marketing, technology, and leadership. www.racepointglobal.com
Lisa Leslie Henderson (Boston, MA) writes, teaches, and
consults on the changing face of marketing, creativity and
innovation, and social entrepreneurship. This is the second book
upon which she has collaborated with Larry Weber.
www.lisalesliehenderson.com
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