Digital sense: the common sense approach to effectively blending social business strategy, marketing technology, and customer experience
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, New Jersey
John Wiley & Sons, Inc.
[2017]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXXVIII, 266 Seiten Illustrationen |
| ISBN: | 9781119291701 |
Internformat
MARC
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| 010 | |a 016044307 | ||
| 020 | |a 9781119291701 |9 978-1-119-29170-1 | ||
| 035 | |a (OCoLC)992510934 | ||
| 035 | |a (DE-599)BVBBV044008427 | ||
| 040 | |a DE-604 |b ger |e rda | ||
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| 044 | |a xxu |c US | ||
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| 100 | 1 | |a Wright, Travis |4 aut | |
| 245 | 1 | 0 | |a Digital sense |b the common sense approach to effectively blending social business strategy, marketing technology, and customer experience |c Travis Wright, Chris J. Snook |
| 264 | 1 | |a Hoboken, New Jersey |b John Wiley & Sons, Inc. |c [2017] | |
| 300 | |a XXXVIII, 266 Seiten |b Illustrationen | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Internet advertising | |
| 650 | 4 | |a Digital media | |
| 700 | 1 | |a Snook, Chris J. |4 aut | |
| 776 | 0 | 8 | |i Erscheint auch als |m Online-Ausgabe ePDF |z 978-1-119-29174-9 |
| 776 | 0 | 8 | |i Erscheint auch als |m Online-Ausgabe ePub |z 978-1-119-29171-8 |
| 856 | 4 | 2 | |m Digitalisierung UB Passau - ADAM Catalogue Enrichment |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029416192&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-029416192 | ||
Datensatz im Suchindex
| _version_ | 1804176995887611904 |
|---|---|
| adam_text | CONTENTS
Acknowledgments
Foreword
Preface A Tale of Two “Tweeties”
The “Save Our Chiefs”Movement
Optus in Aust*՝alia
The Genesis of this Book
Section
I
OVERVIEW
1
2
The Game at Speed
Why Your Organization Needs a Digital Sense
DNA Layer
The Game Has Forever Been Changed
Bits of Knowledge
Who Is This Book For?
Influencers, Zombies, and Everything Between
The Rise of Digital Transformation
Attention and Trust
Influencers, Amplifiers, Motivatables, and Zombies
xiii
xvii
xxi
xxix
xxxiv
xxxvii
1
3
3
4
8
9
11
11
14
16
vii
viii
CONTENTS
Section
3
4
5
6
BUILDING A CUSTOMER-CENTRIC
ORGANIZATION
Introducing the Experience Marketing Framework
The Framework to Ask Powerful Questions
The Experience Marketing Framework
Customer Experience Is the Battleground in a Digital World
Take a ways fio m Introducing the EMF
The Insights Layer
The Customer՝ Is the Main Thing
Customers, Competitors, and Forces
The Customer
The Importance of Persona and Customer Journey Mapping
Audience Development Exercise
Look Honestly at Your Competitive Landscape
The Customer Is the Asset
“Use the Force, Luke!”
The 6 Ds (Phases) as Classified by Peter* Diamandis
Mind over Organizational Matter
Mind and Brain Mechanics 101
Substance Is All Around Us. We Just Need the Thought.
The Stick-Person Explained
Understanding the Mind Using the Stick-Person Graphic
The Six Intellectual Faculties
What to Do When the Zombies Attack
Break through Your Comfort Zone
Nothing Stays the Same!
The Vision Layer
The Vision Layer + Social Business
The Vision Layer Exercises
Custo mer Jo urneys
The Jourmey Map Touch Point Exercise
Scope
Takeaways fi՝om the Vision Layer
23
25
26
28
30
31
33
34
37
38
40
41
43
47
50
51
61
62
64
67
69
74
80
80
81
91
93
93
98
100
102
105
Contents
ix
7
Section
8
9
The Success Layer
What Is a Social Business?
Begin with the End in Mind
Loops, Love, and ROI
Optimizing the Operational Loop
Audit 1: ROT Content Audit
Audit 2: Brand Guidelines Audit
Audit 3: Heuristic Audit
Good Governance Guidelines
Takeaways from the Success Layer
SOCIAL BUSINESS STRATEGIES AND TACTICS
Social Business Strategy for Marketing
Appropriate Campaign Goals
Content Marketing and Paid Media Arnplification
Case Study: Fort Collins Startup Week Goes Global
on $2,500
Search Engine Optimization (SEO)
Key L etei՝minants Impacting Your Organic Search
Ranking
Enterprise Paid Search
Predictive Advertising Management
GEO Targeting and IP-Based Advertising
Social Business Strategy for Sales
What Is Social Selling?
Why Is Social Selling Important?
Goals for Social Selling
Who Should Own Social Selling?
The Social Selling System
Social Selling Implementation
Social Selling Challenges
Account-Based Marketing (ABM)
Case Study: #Closing $Millions for Pennies on the Dollar
107
110
112
115
120
120
125
125
126
128
129
131
135
139
144
145
146
148
149
150
153
154
154
154
155
156
156
158
158
160
CONTENTS
Social Business Strategy for Influencers and
Employee Advocates 163
Influencer Marketing Tech Is Fragmented 164
Key Trend 1: Decline of Advertising Due to the Massive
Increase in Ad Blockers Globally 164
Key Trend 2: Rise of Influencei՝ Programs Is Leading to
Greater Need for Efficiencies and Proving ROI 164
Key Trend 3: CMOs Are Driving the Budget Increase in
Marketing Technology Spend 165
Key Trend 4: Four Critical Factors Are Fueling the Chaos
in Influencer Marketing 165
The Five Categories of Influencei՝ Marketing Tech 165
Influencei՝ Marketing Plafoi in “5 Capabilities ” Model 166
The Influencer Marketing Manifesto 167
Community: Size and Type of Audience 167
Content: Foi*mat and Type 167
Channel: Social Networks and Sites 168
Credibility: Topical Relevancy 168
Chemistry: Brand-Influencer Fit 169
Controversy: Lack of Resonance and Transparency 169
Employee Advocacy 169
Employees Are the Most Credible Voices in Your Organization 170
Employee Advocacy Drives Sales 170
Who Is Doing Employee Advocacy Right? 171
Social Business Strategy for HR 173
Social Recmiiting 173
Use Social Media to Evaluate Cultural Fit 175
The New Face of Social Recruitment 176
Play Sheilock 177
Case Study: #Hirecarlos: How to Get Your Dream Gig with
Social Media 178
Case Study: Finding $500,000 Worth of Talent for $250 in Ads 182
Themes for Your Advertising 183
Social Business Strategy for Customer Service 187
We All Want the Same Simple Pleasures 188
Social Media Triage 191
Audit Your CX Center of Excellence 193
Where to Begin? 194
Contents
xi
Section
13
Section
14
15
IV
DATA AND AUTOMATION
Designing Your Ultimate Marketing Stack
Ноги to Build a Solid Mar Tech Stack
Bottoms Up
CRM
Marketing Automation
Tag Management
Analytics and Tracking: You Need to Track Your Performance,
Ads у Technology, and Everything Else
Invest in Keeping Your Stack Open
Monitoring the Mar Tech Stack
MarTech That Drives Business Growth
Agile Is Your Savior
Marketing Technology Frameworks and the EMF
Always-On Assessment, Evaluation, and Adoption
No Single Ріа form Winner»aka “Marketing Operating
Systemyy
Build, Buy, Or Rent?
Mobile Marketing Technology Stacks
Drive Internal Buy-In and Stakeholder՝ Influence by
Measured ROI
/
FUTURE-PROOFING
Building A Personal Brand, BRO
Business Relationship Optimization
Ass Kiss It Forward
ProSumer TribuDucers
Avoiding Obsolescence and the Road Ahead
Dead Ideas
Experts Evolve into Sensemaker՝s!
Lifelong Learning as a Habit
5G, Io T, AI, VR, and Drones, Oh My!
The Fourth Industrial Revolution
197
199
200
200
201
201
201
202
202
207
211
212
212
213
213
214
214
215
217
219
219
221
223
227
227
229
229
230
231
xii
CONTENTS
Virtual Reality Mini- VRcations 232
Virtual Reality Master-minds and Uploadable Consciousness 233
5G Allows Minimal Latency 234
The Dark Side of Drones 235
5G Possibilities 236
Notes 239
About the Authors 249
Index 251
|
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV044008427 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T07:41:03Z |
| institution | BVB |
| isbn | 9781119291701 |
| language | English |
| lccn | 016044307 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029416192 |
| oclc_num | 992510934 |
| open_access_boolean | |
| owner | DE-739 DE-1049 |
| owner_facet | DE-739 DE-1049 |
| physical | XXXVIII, 266 Seiten Illustrationen |
| publishDate | 2017 |
| publishDateSearch | 2017 |
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| publisher | John Wiley & Sons, Inc. |
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| spelling | Wright, Travis aut Digital sense the common sense approach to effectively blending social business strategy, marketing technology, and customer experience Travis Wright, Chris J. Snook Hoboken, New Jersey John Wiley & Sons, Inc. [2017] XXXVIII, 266 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Internet marketing Internet advertising Digital media Snook, Chris J. aut Erscheint auch als Online-Ausgabe ePDF 978-1-119-29174-9 Erscheint auch als Online-Ausgabe ePub 978-1-119-29171-8 Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029416192&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Wright, Travis Snook, Chris J. Digital sense the common sense approach to effectively blending social business strategy, marketing technology, and customer experience Internet marketing Internet advertising Digital media |
| title | Digital sense the common sense approach to effectively blending social business strategy, marketing technology, and customer experience |
| title_auth | Digital sense the common sense approach to effectively blending social business strategy, marketing technology, and customer experience |
| title_exact_search | Digital sense the common sense approach to effectively blending social business strategy, marketing technology, and customer experience |
| title_full | Digital sense the common sense approach to effectively blending social business strategy, marketing technology, and customer experience Travis Wright, Chris J. Snook |
| title_fullStr | Digital sense the common sense approach to effectively blending social business strategy, marketing technology, and customer experience Travis Wright, Chris J. Snook |
| title_full_unstemmed | Digital sense the common sense approach to effectively blending social business strategy, marketing technology, and customer experience Travis Wright, Chris J. Snook |
| title_short | Digital sense |
| title_sort | digital sense the common sense approach to effectively blending social business strategy marketing technology and customer experience |
| title_sub | the common sense approach to effectively blending social business strategy, marketing technology, and customer experience |
| topic | Internet marketing Internet advertising Digital media |
| topic_facet | Internet marketing Internet advertising Digital media |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029416192&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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