| Edition |
2nd ed. |
| Description |
1 online resource (viii, 255 pages) : illustrations |
|
text file |
| Contents |
Cover; Title; Copyright; Contents; List of Figures and Tables; List of Abbreviations; Part One: Prologue; What the Sex Pistols taught me about marketing; Part Two: Setting the scene; Chapter 01: Printing press to world wide web; The development of communication; The limitations of traditional communication channels; The web's impact on communication; The web's influence on global change; Key point summary; Chapter 02: Scarcity to abundance; The abundance of choice and information; The 'shouting' lost its value; Where customers now go for information; Key point summary. |
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Chapter 03: Transactions to engagementThe limitations of traditional 'relationship marketing'; Striving for 'relationships' is not enough; Introducing 'customer engagement' marketing; From 'return on investment' to 'return on engagement'; Engaging on your customers' terms; Becoming a trusted source of information; Key point summary; Part Three: Developing an effective marketing strategy; Chapter 04: Benefits to problems; An example of transactional marketing; The alternative approach: providing value around your product or service; The shortcomings of benefit messaging; Ask the right question. |
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Problem Maps®Using Problem Maps® as the basis for engagement; Key point summary; Chapter 05: Products to experiences; The value is in the experience; Developing the experience; The importance of strategic partnerships; Embracing the idea of providing experiences; Participation; The web encourages participation; Marketing's move from tactics to strategy; The changing dynamic between sales and marketing; The role of delivery mechanisms; Key point summary; Chapter 06: Unique selling point to customer engagement points; Why the USP will not sell experiences. |
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The journey to customer engagement pointsAn engagement strategy means becoming attractive; The importance of a 'narrative'; Introducing customer engagement points; Key point summary; Part Four: Communicating the message; Chapter 07: Messages to conversations; Power to the people; Becoming 'part of the conversation'; User-generated content and co-creation; The importance of social platforms; The importance of the 'social graph'; Identifying the 'influencers'; Working with 'key' influencers; Key point summary; Chapter 08: Image to reputation; How we all became marketers. |
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Marketing is a conversationThe move to authenticity; Communications in trusted networks and social platforms; The 'social web'; The importance of values; Developing a narrative; Key point summary; Chapter 09: Controlling to sharing; The changing nature of competition; The mindset of abundance; The importance of sharing and collaboration; Personalization and the new working environment; Co-creation with customers; A new age of openness; Key point summary; Part Five: It's not about you, it's about the customer; Chapter 10: Advertisements to content; Understanding your customer's world. |
| Note |
Ensuring 'value' in every communication. |
| Summary |
In Sticky Marketing Grant Leboff argued that the old marketing system of shouting messages at people was finished, replaced by providing value around your product or service: brands needed to become sticky. This new edition of Sticky Marketing, Stickier Marketing, remains a complete guide to producing effective marketing communications in a world of consumers empowered by new digital technology who do not want to be shouted at but engaged with. It shows readers how providing return on engagement, rather than return on investment, and a customer engagement point, rather than a unique selling po. |
| Bibliography |
Includes bibliographical references and index. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Marketing.
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Marketing. |
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Internet marketing.
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Internet marketing. |
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Information technology -- Social aspects.
|
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Information technology -- Social aspects. |
| Genre/Form |
Electronic books.
|
| Other Form: |
Print version: Leboff, Grant. Stickier Marketing : How to Win Customers in a Digital Age. London : Kogan Page, ©2014 9780749471088 |
| ISBN |
9780749471095 (electronic book) |
|
0749471093 (electronic book) |
|
0749471085 |
|
9781306406710 |
|
1306406714 |
|
9780749471088 |
|
