A new data-driven approach to building customer relationships
that fuel sustainable business growth
Igniting Customer Connections explores how organizations
of all sizes can build powerful and profitable customer
relationships in a today’s increasingly complex, fast-paced, and
fragmented marketplace. Written by the president of one of the
world’s largest marketing firms, the book provides expert insights
about connecting with customers effectively across all channels and
over time. The central premise is a refreshingly different,
evidence-based approach called Return On Experience and
Engagement, or ROE², which delivers a new way
to inspire and measure customer connections–and improve
business results.
The traditional marketing campaign–a battle for attention
with a clear launch date and endpoint–no longer works.
Marketing is faster and more complex than ever, and consumers now
have the power to turn off the message. Igniting Customer
Connections explores the benefits of a new approach that
enables companies to connect with customers, rather than
just talk at them. Topics include:
* Why classic ROI is losing relevance as a way to measure
results–and to budget marketing spend
* How to make powerful connections by taking full advantage of
‘atomic moments of truth’
* Amplifying the impact of customer experience and
engagement
* Creating a continuous, measurable, repeatable process for
growth
The key to winning customers and building long-term business is
creating positive customer experiences that inspire ongoing
engagement–from Facebook ‘likes’ to purchase decisions. Based
on data and stories drawn from dozens of top brands and thousands
of consumers, Igniting Customer Connections helps marketers
create long-term brand equity and sustainable business growth.
表中的内容
Preface: Marketing Is on Fire ix
Part One CONNECT WITH YOUR CUSTOMERS–NOW 1
1 The New Marketing Landscape
To Survive Here, You Need to Be Able to Deal with Complexity and
Speed 3
2 Customer Connections
The Basic Concept Remained Unchanged for Hundreds of
Years–Until Now 17
3 Atomic Moments of Truth
They’re Small and Plentiful, and Have the Power to Make or
Break Your Brand 27
4 The Amplification Effect
Multiply the Power of Experience × Engagement 41
5 A Closer Look at ROE2
Get a Clear Summary of ROE2–and a For-Mere-Mortals Look at
the Math Behind It 53
6 Strategies for Transformation
Clear, Achievable Next Steps Help You Start Igniting Customer
Connections Now 61
Part Two ROE2 RESEARCH AND INSIGHTS 73
7 Executive Insights: Dunkin’ Donuts
How This Iconic American Brand Connects with Its Customers
75
8 ROE2 in the Grocery Aisles
How Do Emotion and Experience Influence Grocery Consumers?
83
9 Executive Insights: JCPenney
How JCPenney Uses Loyalty to Inspire Engagement 93
10 ROE2 in Hospitality
How Does Experience Impact How Consumers Choose Hotels? 99
11 Executive Insights: Angie’s List
Find Out How Angie’s List Keeps Its Members Engaged with
Its Brand 113
12 ROE2 Hits the Road
What Drives Consumer Behavior When Buying a Car? 121
Part Three AN ROE2 PRIMER 135
13 Content
Connecting with More Customers Starts with More (and More
Relevant) Content 137
14 Channels
More Paths Than Ever Lead You to Your Audience–But Reaching
Them Is Just the Beginning 147
15 Measurement and Segmentation
Segment Your Customers and Measure Your Results, Accurately and
Consistently 165
16 Technology
The Technologies That Empower ROE2 Are Available, Implementable,
and Incredible 181
17 Big Data
What Do Marketers Need to Know about Big Data? 193
18 Online Marketing/Advertising Technology
What Marketers Need to Know about This Key Area 201
19 Putting Technology to Work
Strategies for Implementing ROE2 Technology Successfully 207
20 Consumer Privacy
Address This Critical Issue with Transparency, Knowledge,
Respect, and Responsibility 211
21 A Few Final Words on ROE2
Before You Start Igniting Your Customer Connections 223
Acknowledgments 225
About the Author 227
Index 229
关于作者
ANDY FRAWLEY is President of Epsilon, a global leader in
creating customer connections that build brand and business equity.
He has 30 years of marketing experience, including 25 years at the
senior management level. He’s also an in-demand subject matter
expert on digital marketing, and his expertise has been sought by
USA Today, The New York Times, and other leading
publications.
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