Waubonsee Community College

Stickier marketing, how to win customers in a digital age, Grant Leboff

eng

Includes bibliographical references and index

index present

non fiction

Stickier marketing

bibliography

862400727

Grant Leboff

how to win customers in a digital age

"The internet has revolutionized the way brands interact with their customers. In order to gain customers' attention and improve their engagement, companies need to provide personalization and become a trusted source of information. Stickier Marketing offers a set of rules for effective communications in the digital age by asking "not what your marketing can do for you, but what your marketing can do for your customer." Grant Leboff argues that it is not "return on investment" that matters but "return on engagement," not unique sales point (or USP), but customer engagement point (CEP), that will make the difference in today's cluttered marketplace. He covers four areas of CEP, which include partnerships, content, market positioning and emotional selling proposition, and encourages user generated content (UGC). This second edition has been thoroughly updated and includes three new chapters that focus on content, discovery and the mobile revolution"--, Provided by publisher"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 point, is what will make the difference in today's cluttered marketing place. Updated throughout, this new edition also includes brand new chapters on content marketing, discovery and mobile marketing"--, Provided by publisher

Pt. 1. Prologue. What the Sex Pistols taught me about marketing -- Pt. 2. Setting the scene. Printing press to world wide web ; Scarcity to abundance ; Transactions to engagement -- Pt. 3. Developing an effective marketing strategy. Benefits to problems ; Products to experiences ; Unique selling point to customer engagement points -- Pt. 4. Communicating the message. Messages to conversations ; Image to reputation ; Controlling to sharing -- Pt. 5. It's not about you, it's about the customer. Advertisements to content ; Broadcast to discovery ; Static to mobile -- Pt. 6. Epilogue. Customers to communities