Digital Sense

Author: Travis Wright
Publisher: John Wiley & Sons
ISBN: 1119291704
Format: PDF, Kindle
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Providing two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, this complete playbook offers step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. --

Digital Sense

Author: Travis Wright
Publisher: John Wiley & Sons
ISBN: 1119291747
Format: PDF, ePub, Mobi
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Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.

Digital Sense

Author: Travis Wright
Publisher: John Wiley & Sons
ISBN: 1119291712
Format: PDF, ePub
Download Now
Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.

Hacking Marketing

Author: Scott Brinker
Publisher: John Wiley & Sons
ISBN: 1119183170
Format: PDF, Mobi
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"Marketing as a discipline has been thoroughly disrupted by digital technologies. The speed of rapidly changing markets demands "agile" management practices. Delivering a cohesive buyer's journey across multiple channels -- web, email, social, mobile -- is a challenge of user experience (UX) design. The shift from producing a few big campaigns to operating a constant stream of marketing touchpoints is analogous to "continuous deployment" models pioneered by cloud-based services. Quickly experimenting with new marketing ideas on a small scale is like prototyping and beta testing. Hacking Marketing draws upon some of the most successful ideas from software management and tech start-up culture and adapts them for marketing leadership in a digital world. No technical background is required -- this is not a technical book. It is a general business book that teaches non-technical marketers a new set of concepts and frameworks that they can use to master marketing in an age where everything is now powered by software and shaped by the dynamics of technology"--

Digital Context 2 0

Author: David Norton
Publisher: BookBaby
ISBN: 099694141X
Format: PDF, Kindle
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We are in the midst of yet another shift in business models because of digital. This time the force for change is not mobility; it’s data and the Internet of Things. The more devices that connect to each other, the more digital creates a personal ecosystem, called Digital Context. Digital Context is as distinct a shift in business strategy from omni-channel as omni-channel was from the first multi-channel business models. Companies need strategies grounded in consumer behavior to guide the development of business models, brand experiences, and customer journey work. Based on two years of in-depth research on consumers, Digital Context 2.0, provides seven lessons on how to prepare your business for the next wave of technologies—and make your customers happier. Lesson 1: A Watch is not a Watch A watch is not a watch. An IoT-enabled razor is not a razor. An IoT-enabled hearing aid is not a hearing aid. They can each do the basic functionality that the name implies but they do much more and will be hired by consumers to do more than what the name of the item suggests. The consumer hires the tool to do much more than what you originally intended the product to do. The more tools that connect to each other the more each tool becomes a part of an ecosystem that supports other activities. That ecosystem will change your business model. Lesson 2: Over Time All Channels Become Queues Critical to every business model are the marketing, transactional, and customer service channels that ensure that you can share your offerings with your customers. We have progressed from a world of single channels, to multi-channels, to omni-channels, and now to Digital Context. Along the way the channel has become smart and when channels become smart they queue things. Lesson 3: Consumers Get that Context Requires Data Despite the constant hacks and security breaches, most consumers share their data with companies freely if they understand and agree to the purpose for sharing the data. The Internet of Things and Digital Context depend upon the free flow of data between things. Lesson three explains why consumers share data, who the Context Comfortables are, and why they are important to every company’s business strategy. Lesson 4: Design Your Value Proposition to Target a Consumer Mode Increasingly, if companies are to be relevant and differentiated to their customers, they will need to understand modes. Modes are ways of thinking and behaving that consumers ‘get into’ that helps them get things done. By targeting a mode for your value proposition, you are effectively aligning your goods, services, or experiences with the way that consumers go about doing what they want to do. Lesson 5: Data + Content Creates the Package Companies that are focused on creating content for distribution should turn their attention to focusing on ways to create the Package. Smart Media companies need to find ways to increase the amount of data that travels with the content they produce. In Digital Context, consumers will want their content to be informed by different data types. Companies are used to very basic data being embedded in or attached to content. However, context-aware content requires that companies find ways to share data about much more. Lesson 6: Don’t Focus on Loyalty; Focus on Positive Engagement The promise of Digital Context cannot just be to speed things up. Context must improve the wellbeing of people. Research in positive psychology can help companies think about delivering happiness to consumers. Digital Context should tap into that body of research. This lesson explores why a loyalty mindset is wrong for Digital Context and why a positive engagement mindset is what companies need to go after. Lesson 7: Doing Digital Strategy: A Case Study Using a fictional example based on P&G's Swiffer product, David W. Norton, Ph.D. shows how to bring the other six lessons together into strategic activities that guide business decision-making.

The Fun Formula

Author: Joel Comm
Publisher: Thomas Nelson
ISBN: 9781400201945
Format: PDF, Docs
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New York Times-bestselling author and social media entrepreneur Joel Comm reveals the secret to finding success in business: the pursuit of pleasure.

X

Author: Brian Solis
Publisher: John Wiley & Sons
ISBN: 1118526392
Format: PDF, ePub, Docs
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Welcome to a new era of business in which your brand is defined by those who experience it. Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you re not around? In an always-on world where everyone is connected to information and also one another, customer experience is your brand. And, without defining experiences, brands become victim to whatever people feel and share. In his new book X: The Experience When Business Meets Design bestselling author Brian Solis shares why great products are no longer good enough to win with customers and why creative marketing and delightful customer service too are not enough to succeed. In X, he shares why the future of business is experiential and how to create and cultivate meaningful experiences. This isn’t your ordinary business book. The idea of a book was re-imagined for a digital meets analog world to be a relevant and sensational experience. Its aesthetic was meant to evoke emotion while also giving new perspective and insights to help you win the hearts and minds of your customers. And, the design of this book, along with what fills its pages, was done using the principles shared within. Brian shares more than the importance of experience. You’ll learn how to design a desired, meaningful and uniform experience in every moment of truth in a fun way including: How our own experience gets in the way of designing for people not like us Why empathy and new perspective unlock creativity and innovation The importance of User Experience (UX) in real life and in executive thinking The humanity of Human-Centered Design in all you do The art of Hollywood storytelling from marketing to product design to packaging Apple’s holistic approach to experience architecture The value of different journey and experience mapping approaches The future of business lies in experience architecture and you are the architect. Business, meet design. X

Does It Work 10 Principles for Delivering True Business Value in Digital Marketing

Author: Shane Atchison
Publisher: McGraw Hill Professional
ISBN: 0071847871
Format: PDF, ePub, Mobi
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You can collect all the consumer data in the world, but it's not worth much if you aren't using it to move your business forward. Today, marketers and advertisers can do so much more than launch campaigns and hope for the best. Thanks to data, they can finally know what works and doesn't, and use that information to become more effective in the future. That's where this groundbreaking marketing guide comes into play. From POSSIBLE, one of the world's most successful digital marketing agencies, Does Your Marketing Work? reveals 10 easy-to-understand principles for building a higly creative organization that thrives on data. You'll learn how to how to set business goals, inspire great ideas, find the right people, measure what matters, and act on insight. The book explains how to evaluate everything from simple projects to long-term brand vitality--all the while keeping the field wide open for brilliant creative work.

The Multichannel Retail Handbook 2016 Edition

Author: Chris Jones
Publisher: Lulu.com
ISBN: 1326472577
Format: PDF, ePub
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The march of the internet into retail is relentless. Online is where customers spend their time and, increasingly, their money. The internet is also changing. The rise of mobile is giving web access to millions more developing nation consumers, while simultaneously resetting the expectations of customers in highly developed markets. No retailer, anywhere in the world, can afford to be without a response to these fundamental changes in the way their customers are shopping. This is a handbook for planning, implementing, operating and enhancing that response. Packed with statistics, case-studies and examples, The Multichannel Retail Handbook is above all a practical guide. It provides useable tools and decision-frameworks. It offers actionable advice and recommendations. It takes the retailer to from "why-what-how" through to "when." The 2016 Edition has been fully revised and updated to reflect the changes that have taken place in this rapid-moving sector since the original edition was published.