Details

Recommend This!

Delivering Digital Experiences that People Want to Share
1. Aufl.

von: Jason Thibeault, Kirby Wadsworth
16,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	21.01.2014
ISBN/EAN:	9781118872857
Sprache:	englisch
Anzahl Seiten:	272

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Beschreibungen

Titelbeschreibung

A detailed look at relationships and how to harness their power for business growth This book teaches marketers how to build successful relationships with early-stage buyers by creating trust and a sense of friendship. The first step is learning to understand buyer activity to gauge what they want—or might want—when they first visit an online site. Then marketers must use strategies to capture the buyer’s attention and build the relationship carefully, rather than aggressively trying to close a sale. Authors Jason Thibeault and Kirby Wadsworth have proven themselves as innovative thought leaders, researchers, and trustworthy guides in improving revenue streams. Their book aims to show organizations the value of relationships in a digital age and a clear method for quantifying that value. It includes specific techniques, like storytelling and personalized content, which have been proven to improve conversions and engage customers. The barriers to finding and engaging with consumers have been destroyed by the ease of clicking a mouse button or tapping on a screen. Today’s technology enables competitors to emerge seemingly overnight, and the wide range of choices consumers have today means that businesses can no longer compete solely on product. Recommend This! helps organizations take advantage of the one aspect of business that hasn’t changed—relationships. It teaches marketers the strategies they need to be successful in a digital world where forming, cultivating, and taking advantage of relationships can be difficult. Recommend This! teaches organizations how to measure and manage relationships while offering specific strategies to create revolutionary change. It is a must read for anyone who needs to understand how digital relationships alter the way we do business.

Inhaltsverzeichnis

Foreword by Phil Fernandez vii Acknowledgments xi Preface: Is Digital Marketing Dead? xiii Introduction 1 Chapter 1 Business as Usual Is Over . . . or Is It? 9 Chapter 2 Digital Changes Everything 19 Chapter 3 The Importance of Relationships 43 Chapter 4 How We Connect in the Digital World 53 Chapter 5 Measuring the Value of Relationships 81 Chapter 6 Bridging Digital 95 Chapter 7 Understanding Need 99 Chapter 8 Developing History 107 Chapter 9 Offering Curation 117 Chapter 10 Recognizing Faces 123 Chapter 11 Telling Stories 135 Chapter 12 Being Authentic 147 Chapter 13 Delivering Consistency 163 Chapter 14 Maintaining Credibility 173 Chapter 15 Helpfulness 185 Chapter 16 Nurturing Online Communities 197 Chapter 17 Delivering the Promise 211 Chapter 18 Looking Forward 227 Notes 237 Index 247

Autorenportrait

Jason Thibeault (www.jasonthibeault.com) Jason is a reformed serial entrepreneur and college professor turned digital superhero. As a marketing strategist, he helps organizations capitalize on digital technologies to succeed in today’s online world. He imagines and builds creative technology solutions that drive today’s economy while consorting with CEOs, VCs, and little kids that have aspirations of playing professional hockey. Jason has launched numerous startups using growth hacking strategies, helped public companies pivot business models, and speaks internationally about the impact of digital technologies on business. Follow him on twitter @_jasonthibeault. Kirby Wadsworth (www.kirbywadsworth.com) With over 20 years in executive marketing roles, Kirby has led the transition from traditional outbound to content-driven inbound marketing for both global public companies and private startups. His work has created billions of dollars in new market opportunities, defined a quantifiable model for marketing return on investment, and helped pioneer the role of online communities in providing sustainable competitive advantage. Follow him on twitter @acesage.

Back cover copy

Praise for Recommend This! The new marketer needs to know not only how to build relationships and trust quickly, but also how to get attention on social networks. Having data isn’t enough. Your company needs to build a new emotional intelligence and Jason and Kirby show you how to do that. —Robert Scoble, Startup Liaison, Rackspace The difference between helping and selling is just two letters. But those two letters produce vastly better relationships. This book will show you how to build your business by being undeniably useful. Highly recommended. —Jay Baer, New York Times best-selling author of Youtility Business success today means creating an audience online. It’s that simple. Our customers have so many places they can get information from. Why should they pay attention to you at all. Take this book, get out your marker, and let the note-taking begin. This book will change the way you look at your marketing, and your business. —Joe Pulizzi, Founder, Content Marketing Institute, Author of Epic Content Marketing Welcome to the ‘Age of Influence,’ where anyone can build an audience and effect change, advocate brands, build relationships and make a difference. Kirby and Jason have written a practical guide to help us do just that. —Ted Rubin, Social Marketing Strategist, Keynote Speaker, Author of Return on Relationship Time to wake up, people. Organizations that want to succeed in tomorrow’s digital world have to be radical. And that’s what Jason and Kirby do through Recommend This!—propose and support a radical idea that business is all about relationships and then they give you the Rosetta Stone to translate it to digital. —Mike Volpe, CMO, Hubspot Recommend This! is a breakthrough in relationship management thinking, not only offering a new method for measuring the value of relationship networks, but offering a practical guide to optimizing that value. —Nigel Dessau, CMO, Stratus Technologies Developing a holistic view of buyer’s goals, which includes determining their relationship desires and styles, is critical to forming an effective digital marketing strategy. This book lays out a practical step-by-step approach that any marketer can use to build effective relationships with customers online. —Tony Zambito, Creator of Buyer Persona