Marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
John Wiley & Sons, Inc.
[2022]
|
| Ausgabe: | 6th edition |
| Schriftenreihe: | for dummies
Learning made easy |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xiii, 382 Seiten Illustrationen, Diagramme |
| ISBN: | 9781119894872 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing |c by Jeanette McMurtry, MBA, with Alexander Hiam |
| 246 | 1 | 3 | |a Marketing for dummies |
| 250 | |a 6th edition | ||
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Datensatz im Suchindex
| _version_ | 1804184613216583680 |
|---|---|
| adam_text | Contents at a Glance Introduction........................................................................... 1 Part 1: Marketing in a Thriving Consumer Culture............ 5 chapter 1: Understanding Consumer Values and Mind-sets.................................. 7 chapter 2: Triggering the Psychology of Choice for Lifetime Value....................... 21 Engaging Experiences and Journeys That Drive Sales and Loyalty .... 43 chapters: Part 2: Building a Strategy for LTV and ROI........................ 59 Laying a Foundation for Growth........................................................... 61 chapter s: Researching Your Customers, Competitors, and Industry................... 77 chapter e: Creating a Winning Marketing Plan....................................................... 99 chapter 4: chapter?: Content Marketing and Marketing Content......................................... 133 Part 3: Executing Across Channels...................................... 151 chapter 8: Creative That Engages the Mind.......................................................... 153 Optimizing Digital and Social Tools and Tactics.................................... 175 chapters: chapter 10: Embracing the New Age of Advertising................................................ 201 Part 4: Powerful Ways to Build Sales through Email, Websites, and SEO................................................................ 227 chapter 12: Building Individual Value with Mass Personalization.......................... 229 Building an Engaging and Winning Website......................................... 253
chapter 13: Succeeding with Affordable SEO Strategies and Tactics.................... 279 chapter 11: Part 5: Setting Your Brand Up for Sustainable Sales....... 297 chapter 14: Leveraging Networks and Events......................................................... 299 is: Tuning In to the Right Sales Channel.................................................. 315 chapter 16: Prospecting and Selling for ROI......................................................... 335 chapter Partö: The Part of Tens....................................................... 357 chapter chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them).......... 359 18: Ten Ways to Measure Results (Beyond ROI)..................................... 363 Index...................................................................................... 367
Table of Contents INTRODUCTION........................................................................... 1 About This Book....................................................................................... 2 Foolish Assumptions................................................................................ 2 Icons Used in This Book.......................................................................... 3 Beyond the Book..................................................................................... 3 Where to Go from Here.......................................................................... 4 PARTI: MARKETING IN A THRIVING CONSUMER CULTURE......................................................................................... 5 CHAPTER 1: Understanding Consumer Values and Mind-sets... .7 Assessing the New Consumer Culture....................................................8 Understanding the current marketing environment....................... 9 Addressing a complex consumer mind-set.................................... 10 Bridging Generational Gaps...................................................................11 Creating Trust Equity in a Low-Trust Society........................................ 12 Building trust in a less-trusting world.............................................. 13 Building relationships around a common purpose....................... 15 Improving Customer Journeys for Sustainability................................. 16 Making It Real and Keeping It Fun......................................................... 19 CHAPTER 2: Triggering
the Psychology of Choice for Lifetime Value................................................... 21 Connecting with Customers in Times of Fear and Uncertainty......... 22 Address feelings — don t avoid them.............................................. 23 Show consumers how you ll protect them .................................... 24 Reward your customers.................................................................. 24 Be transparent and truthful to a fault............................................ 24 The Universal Influencers of Human Behavior.................................... 25 Triggers of the unconscious mind: The real driver of choice....... 25 Psychological triggers that drive sales............................................ 28 Understanding the Basics of Human Psychology.................................34 Freud s personality theory............................................................... 34 Jung s personality theory................................................................. 35 Tapping into Social Influencers............................................................. 36 Authority........................................................................................... 36 Social proof....................................................................................... 37 Reciprocity....................................................................................... 37 Scarcity............................................................................................. 38 Appealing to Consumers Happiness and
Purpose............................. 39 Putting It All Together............................................................................ 41 Table of Contents V
chapters: Engaging Experiences and Journeys That Drive Sales and Loyalty.......................................... 43 Moving from Reactive Customer Service to Proactive Customer Experiences........................................................................................... 44 Creating Experiences Around Personal Relevance............................... 45 Applying Technology for Memorable Customer Experiences.............. 47 Using artificial intelligence............................................................... 47 Succeeding without expensive apps and systems......................... 48 Taking Customer Experience Beyond Service....................................... 49 Powering results with personalization............................................ 49 Aligning with customers values...................................................... 50 Providing options to round out experience..................................... 50 Updating your toolbox..................................................................... 51 Creating Customer Experiences Around Brand Communities............ 53 Start a forum and invite the right people....................................... 54 Spark meaningful conversations and creative opportunities........ 54 Mapping Out a Touchpoint Journey from Introduction to Lifetime Value........................................................................................ 55 PART 2: BUILDING A STRATEGY FOR LTV AND ROI..........59 chapter4: Laying a Foundation for Growth.............................. 61 Measuring the Growth Rate of Your
Market.........................................62 Monitoring market and economic indicators................................. 62 Responding to a flat or shrinking market....................................... 64 Finding Your Best Growth Strategies.................................................... 65 Develop innovative GTM strategies................................................ 65 Grow what you have for higher profitability.................................. 67 Building on a Market Segmentation Strategy....................................... 69 Developing a Market Share Strategy.................................................... 71 Define your metrics.......................................................................... 71 Establish a benchmark..................................................................... 71 Do the math...................................................................................... 72 Enhancing Your Positioning Strategy.................................................... 73 Defining your position..................................................................... 73 Aligning your positioning strategy with growth initiatives............ 74 Changing Your Mind-set.........................................................................74 chapters: Researching Your Customers, Competitors, and Industry...................................................77 Conducting Research That Delivers Actionable Insights......................78 Monitoring social chatter to better understand your customers.... 79 Following relevant
blogs................................................................... 81 ѴІ Marketing For Dummies
Gathering Information about Market and Consumer Trends........... 81 Paying attention to information resources.................................... 82 Uncovering what really drives your customers............................... 82 Preparing Effective Surveys to Ensure You Get Accurate Insights... .83 Determining the right format for the metrics you need............... 84 Defining your objectives...................................................................85 Using clear, concise wording........................................................... 86 Understanding Some of the Technical Stuff........................................ 87 Net Promoter Score........................................................................ 87 Level of confidence.......................................................................... 89 Paying Wisely for Market Research....................................................... 90 Getting feedback from prospects without purchasing expensive lists.................................................................................90 Using low-cost and free ways to build knowledge......................... 91 Staying on Top of Social Trends.......................................................... 97 CHAPTER 6: Creating a Winning Marketing Plan........................ 99 Getting Started on a Launch or Growth Plan.................................... 100 Defining your business...................................................................100 Mapping out your action plans..................................................... 106 Setting a
budget.............................................................................. 108 Considering Pricing Strategies............................................................. 110 Pricing opportunities and obstacles.............................................. 110 Avoiding the dangers of deep discounting.................................. 111 Mastering the Psychology of Pricing................................................... 112 Pricing to address perceptions..................................................... 113 Framing prices................................................................................ 114 Creating Your Controls or KPIs........................................................... 115 Conducting a SWOT Analysis............................................................... 115 Finding your strengths...................................................................116 Addressing your weaknesses......................................................... 117 Looking for opportunities............................................................... 117 Focusing on functional alternatives, or threats............................. 118 Mapping out your SWOT grid....................................................... 119 Winning with Collaboration and Corporate Social Responsibility .. .121 Sharing is caring (and good for business).................................... 121 Teaming up on CSR........................................................................ 122 Leveling Up in More Ways Than One................................................. 123
Monitoring and reacting to trends................................................ 124 Developing the customer experience............................................ 125 Mapping Out Your Action Steps......................................................... 126 Step 1: Complete a situational analysis/summary....................... 127 Step 2: Establish your benchmark..................................................127 Step 3: Define your goals............................................................... 127 Table of Contents ѴІІ
Step 4: Take note of lessons learned...........................................127 Step 5: Outline your strategy....................................................... 128 Step 6: Commit to action items....................................................129 Step 7: Build learning plans......................................................... 129 Projecting Expenses and Revenues.................................................. 130 Preparing for economic influences.............................................. 130 Coming up with a reasonable budget......................................... 130 chapter?: Content Marketing and Marketing Content......... ізз Getting the Gist of Content Marketing.............................................. 134 Separating content marketing from marketing content............. 135 Creating content that engages.................................................... 135 Channeling your content............................................................. 136 Leveraging influencer sites......................................................... 137 Creating a Credible Content Marketing Plan..................................... 138 Performing a communications audit...........................................138 Getting your content read........................................................... 140 Producing Compelling Marketing Content....................................... 141 Essential elements of content..................................................... 141 Writing tips for better results....................................................... 143
Sparking interest with user-generated content.......................... 146 Giving Ad Content Greater Stopping Power..................................... 147 Be consistent............................................................................... 148 Be as persuasive as possible....................................................... 148 Be professional........................................................................... 149 PART 3: EXECUTING ACROSS CHANNELS........................... 151 CHAPTER 8: ѴІІІ Creative That Engages the Mind............................... 153 Assessing Your Current Creative....................................................... 154 Conducting a creativity audit....................................................... 154 Questioning (almost) everything.................................................. 154 Defining Your Creative Strategy....................................................... 156 Building your creative elements.................................................. 157 Coloring your creative psychologically......................................... 157 Using brand iconology................................................................ 160 Writing words that work...............................................................161 Crafting a Sustainable Brand Identity................................................ 163 Writing a Creative Brief...................................................................... 165 Goals............................................................................................165 Offers and
promises.................................................................... 165 Supporting statements................................................................ 165 Tone or persona..........................................................................166 Emotionaidrivers........................................................................ 166 Marketing For Dummies
Wannabe profiles....................................................................... 167 Color palette................................................................................ 167 Golden triangle pattern.............................................................. 167 Constraints.................................................................................. 168 Execution.................................................................................... 168 Applying Creativity to Branding and Much More..............................169 Creativity and product development.......................................... 169 Simple ways to spark new ideas................................................. 170 Optimizing Digital and Social Tools and Tactics. .175 CHAPTER 9: Getting Familiar with the Channels Customers Use Most................. 176 Using Facebook for engagement that builds sales...................... 177 Building your Twitter presence................................................... 182 Igniting your social media presence with Instagram...................183 Expanding your network through LinkedIn................................. 183 Promoting your brand with Pinterest.......................................... 185 Developing Digital Tools That Drive Brands..................................... 186 Podcasts......................................................................................187 Webinars......................................................................................189 Online
courses............................................................................ 192 Videos......................................................................................... 193 Online review sites..................................................................... 195 Giving to get more....................................................................... 196 Using Automated Customization to Work Smarter and Faster....... 198 CHAPTER 10: Embracing the New Age of Advertising.................. 201 Advertising on Social Media.............................................................. 202 Harnessing the Power of Facebook, Instagram, and Messenger Ads............................................................................ 202 Setting up on the YouTube stage............................................... 206 Advertising on LinkedIn.............................................................. 208 Advertising with Mobile Apps.......................................................... 209 ln-app advertising....................................................................... 209 App advertising platforms.......................................................... 210 Winning with Sponsored Content..................................................... 211 Editorializing your content page placements............................. 212 Using e-newsletter placements................................................... 212 Sponsoring third-party content................................................... 212 Exploring Digital Banner
Advertising............................................... 213 Getting attention with banner and pop-up ads.......................... 213 Retargeting consumers with banner ads.....................................215 Making the Most of Print Advertising in a Digital World...................217 Community channels for print advertising................................. 217 Industry publications..................................................................217 Table of Contents ІХ
Elevating Your Brand with Broadcast Advertising............................. 220 Television advertising..................................................................... 220 Radio advertising............................................................................ 222 Tips for producing TV and radio spots.......................................... 223 Investing in the Basics behind Successful Advertising....................... 226 PART 4: POWERFUL WAYS TO BUILD SALES THROUGH EMAIL, WEBSITES, AND SEO............................... 227 CHAPTER 11: Building Individual Value with Mass Personalization............................................... 229 Grasping the Basics of Direct Marketing............................................ 230 Understanding the Elements of Successful Direct Marketing.......... 231 Data matters.................................................................................. 232 CRM matters.................................................................................... 235 CRM systems.................................................................................. 237 Messaging matters........................................................................ 238 Creating Direct Campaigns for DirectProfitability.............................. 240 Encouraging customers to take action.......................................... 241 Building effective email lists........................................................... 244 Prepping Your Email Campaigns for Success.....................................246 Setting up triggered
emails........................................................... 247 Implementing personalized emails................................................ 248 Improving Print Open Rates............................................................... 248 Testing Your Direct Marketing............................................................. 249 Telemarketing: To Call or Not............................................................. 251 CHAPTER 12: Building an Engaging and Winning Website......... 253 Building Out the Elements of a Successful Website........................... 254 Clearly defined goals and calls to action...................................... 254 Easy-to-follow navigation............................................................... 255 Clean and inviting design............................................................... 257 Meaningful content that adds value.............................................. 257 Interaction that pulls visitors into your brand story..................... 260 Direct relevance.............................................................................. 261 Creating and Managing a Web Identity.............................................. 262 Aligning with what customers expect to see................................. 263 Expanding your web imprint......................................................... 265 Crafting a Website That Drives Engagement and Sales..................... 266 Integrating key design elements.................................................... 266 Minding your
KPIs.......................................................................... 269 Driving Traffic and Conversion with Content.....................................273 Keeping content fresh and timely.................................................. 273 Making claims verifiable................................................................. 273 X Marketing For Dummies
Asking engaging questions............................................................. 274 Maintaining critical content categories........................................ 275 Putting It All Together for the Perfect Website.................................. 276 Using website builders.................................................................. 276 Finding quality imagery.................................................................277 CHAPTER 13: Succeeding with Affordable SEO Strategies and Tactics............................................................................ 279 Understanding the Basics of SEO....................................................... 280 Figuring out how Google searches the internet........................... 280 Growing organic and paid SEO..................................................... 281 Curating keywords........................................................................ 281 Making links................................................................................... 283 Playing tag..................................................................................... 285 Landing Pages and Blogs.............................................................. 286 Optimizing SEO with Google Ads....................................................... 288 Setting up your Google Ads account............................................ 288 Creating your first Google Ads campaign.................................... 289 Driving Traffic and Sales with Google My Business........................... 292 Setting up your Google Business
Profile...................................... 293 Creating a profile that stands out................................................ 293 Managing your results................................................................. 294 Remaining Relevant and Current in SEO Rankings.............................295 Online resources with updated insights...................................... 295 Additional tactics for more SEO results........................................ 296 PART 5: SETTING YOUR BRAND UP FOR SUSTAINABLE SALES........................................................................................... 297 CHAPTER 14: Leveraging Networks and Events............................299 Harnessing the Power of Social Hives................................................299 Growing your network with customer referrals........................... 300 Hosting customer events that inspire engagement, loyalty, and referrals........................................................................................... 301 Expanding your imprint with client advisory boards................... 304 Launching Your Own Public Event..................................................... 305 Hosting events with meaning....................................................... 305 Funding and monetizing your event............................................. 306 Getting help managing your event............................................... 306 Supporting Third-Party Events.............................................................307 Getting behind cause-related campaigns and
events................. 307 Sponsoring fundraising events..................................................... 308 Finding a good fit............................................................................ 309 Table of Contents ХІ
Maximizing Trade Show ROI............................................................... 310 Locating trade shows..................................................................... 311 Building the foundation for a good booth.................................... 312 Selecting space on the expo floor.................................................. 313 Getting people to your booth....................................................... 313 CHAPTER 15; Tuning In to the Right Sales Channel...................... зі 5 Setting Up a Successful E-commerce Program...................................316 Rising above the competition....................................................... 316 Fulfilling orders and delighting customers................................... 317 Curating customer experiences online........................................ 317 Converting online traffic to sales.................................................. 317 Upping your SEO rankings............................................................. 318 Increasing shopping cart fulfillment rates.....................................319 Understanding Your Options............................................................... 320 Building your own e-commerce store.......................................... 320 Paying someone else to do it for you........................................... 322 Setting Up Third-Party Digital Storefronts.......................................... 322 Selling with eBay............................................................................ 323 Selling with
Amazon.......................................................................324 Considering Off-line Distribution Strategies...................................... 326 Understanding Channel Structure..................................................... 329 Preparing for Successful In-Store Selling............................................ 330 Creating an inviting store vibe....................................................... 330 Stimulating sales at point of purchase.......................................... 331 CHAPTER 16: Prospecting and Selling for ROI................................ ззѕ Exploring Proven Prospecting Tactics and Tools............................... 336 Prospecting tactics that work......................................................... 337 Prospecting tools that generate leads.......................................... 337 Selling for a Lifetime............................................................................ 339 Calculating lifetime value............................................................... 339 Understanding the importance of customer loyalty................... 341 Getting to Yes via Emotional Selling Propositions............................. 343 Defining your process..................................................................... 344 Establishing SME status to bolster sales...................................... 345 Prioritizing Your Pipeline..................................................................... 347 Categorizing each opportunity..................................................... 347 Sorting by emotional
triggers....................................................... 347 Consultative Selling and Account-Based Marketing........................... 348 Tactics for consulting with consumers.......................................... 348 Tips on consultative selling........................................................... 349 Relying on account-based marketing............................................ 350 ХІІ Marketing For Dummies
Creating Sales Presentations with ESP Power.................................... 350 Inform, involve, inspire.................................................................. 351 Tell your brand story...................................................................... 352 Respond to problems.................................................................... 352 Organizing and Managing Your Sales Force...................................... 353 Determining how many salespeople you need.............................353 Hiring your own salespeople or using sales reps......................... 354 Compensating your sales force..................................................... 355 PART 6: THE PART OF TENS..................................................... 357 chapter i?: Ten Common Marketing Mistakes (And How to Avoid Them)............................. 359 Making Assumptions............................................................................ 359 Ignoring Customer Complaints........................................................... 360 Faking Popularity................................................................................. 360 Using Dirty Data................................................................................... 360 Competing on Price..............................................................................361 Ignoring the Emotional Drivers of Choice.......................................... 361 Forgetting to Edit................................................................................. 361 Offering What You Can t
Deliver......................................................... 362 Treating Customers Impersonally....................................................... 362 Blaming the Customer........................................................................ 362 chapter ie: Ten Ways to Measure Results (Beyond ROI)..........збз Establish Clear Objectives.................................................................. 363 Tie Your Metrics to Your Objectives................................................... 364 Set Learning Priorities.......................................................................... 364 Establish a Target ROI.......................................................................... 364 Know Your Customer Lifetime Value................................................. 365 Know Your Allowable Customer Acquisition Cost............................. 365 Establish Benchmarks.......................................................................... 365 Turn the Funnel Upside Down............................................................. 366 Adjust Your Funnel Benchmark Assumptions When You Have Real Data..................................................................................... 366 Avoid the Dashboard Trap.................................................................. 366 INDEX........................................................................................... 367 Table of Contents ХІІІ
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| adam_txt |
Contents at a Glance Introduction. 1 Part 1: Marketing in a Thriving Consumer Culture. 5 chapter 1: Understanding Consumer Values and Mind-sets. 7 chapter 2: Triggering the Psychology of Choice for Lifetime Value. 21 Engaging Experiences and Journeys That Drive Sales and Loyalty . 43 chapters: Part 2: Building a Strategy for LTV and ROI. 59 Laying a Foundation for Growth. 61 chapter s: Researching Your Customers, Competitors, and Industry. 77 chapter e: Creating a Winning Marketing Plan. 99 chapter 4: chapter?: Content Marketing and Marketing Content. 133 Part 3: Executing Across Channels. 151 chapter 8: Creative That Engages the Mind. 153 Optimizing Digital and Social Tools and Tactics. 175 chapters: chapter 10: Embracing the New Age of Advertising. 201 Part 4: Powerful Ways to Build Sales through Email, Websites, and SEO. 227 chapter 12: Building Individual Value with Mass Personalization. 229 Building an Engaging and Winning Website. 253
chapter 13: Succeeding with Affordable SEO Strategies and Tactics. 279 chapter 11: Part 5: Setting Your Brand Up for Sustainable Sales. 297 chapter 14: Leveraging Networks and Events. 299 is: Tuning In to the Right Sales Channel. 315 chapter 16: Prospecting and Selling for ROI. 335 chapter Partö: The Part of Tens. 357 chapter chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them). 359 18: Ten Ways to Measure Results (Beyond ROI). 363 Index. 367
Table of Contents INTRODUCTION. 1 About This Book. 2 Foolish Assumptions. 2 Icons Used in This Book. 3 Beyond the Book. 3 Where to Go from Here. 4 PARTI: MARKETING IN A THRIVING CONSUMER CULTURE. 5 CHAPTER 1: Understanding Consumer Values and Mind-sets. .7 Assessing the New Consumer Culture.8 Understanding the current marketing environment. 9 Addressing a complex consumer mind-set. 10 Bridging Generational Gaps.11 Creating Trust Equity in a Low-Trust Society. 12 Building trust in a less-trusting world. 13 Building relationships around a common purpose. 15 Improving Customer Journeys for Sustainability. 16 Making It Real and Keeping It Fun. 19 CHAPTER 2: Triggering
the Psychology of Choice for Lifetime Value. 21 Connecting with Customers in Times of Fear and Uncertainty. 22 Address feelings — don't avoid them. 23 Show consumers how you'll protect them . 24 Reward your customers. 24 Be transparent and truthful to a fault. 24 The Universal Influencers of Human Behavior. 25 Triggers of the unconscious mind: The real driver of choice. 25 Psychological triggers that drive sales. 28 Understanding the Basics of Human Psychology.34 Freud's personality theory. 34 Jung's personality theory. 35 Tapping into Social Influencers. 36 Authority. 36 Social proof. 37 Reciprocity. 37 Scarcity. 38 Appealing to Consumers' Happiness and
Purpose. 39 Putting It All Together. 41 Table of Contents V
chapters: Engaging Experiences and Journeys That Drive Sales and Loyalty. 43 Moving from Reactive Customer Service to Proactive Customer Experiences. 44 Creating Experiences Around Personal Relevance. 45 Applying Technology for Memorable Customer Experiences. 47 Using artificial intelligence. 47 Succeeding without expensive apps and systems. 48 Taking Customer Experience Beyond Service. 49 Powering results with personalization. 49 Aligning with customers'values. 50 Providing options to round out experience. 50 Updating your toolbox. 51 Creating Customer Experiences Around Brand Communities. 53 Start a forum and invite the right people. 54 Spark meaningful conversations and creative opportunities. 54 Mapping Out a Touchpoint Journey from Introduction to Lifetime Value. 55 PART 2: BUILDING A STRATEGY FOR LTV AND ROI.59 chapter4: Laying a Foundation for Growth. 61 Measuring the Growth Rate of Your
Market.62 Monitoring market and economic indicators. 62 Responding to a flat or shrinking market. 64 Finding Your Best Growth Strategies. 65 Develop innovative GTM strategies. 65 Grow what you have for higher profitability. 67 Building on a Market Segmentation Strategy. 69 Developing a Market Share Strategy. 71 Define your metrics. 71 Establish a benchmark. 71 Do the math. 72 Enhancing Your Positioning Strategy. 73 Defining your position. 73 Aligning your positioning strategy with growth initiatives. 74 Changing Your Mind-set.74 chapters: Researching Your Customers, Competitors, and Industry.77 Conducting Research That Delivers Actionable Insights.78 Monitoring social chatter to better understand your customers. 79 Following relevant
blogs. 81 ѴІ Marketing For Dummies
Gathering Information about Market and Consumer Trends. 81 Paying attention to information resources. 82 Uncovering what really drives your customers. 82 Preparing Effective Surveys to Ensure You Get Accurate Insights. .83 Determining the right format for the metrics you need. 84 Defining your objectives.85 Using clear, concise wording. 86 Understanding Some of the Technical Stuff. 87 Net Promoter Score. 87 Level of confidence. 89 Paying Wisely for Market Research. 90 Getting feedback from prospects without purchasing expensive lists.90 Using low-cost and free ways to build knowledge. 91 Staying on Top of Social Trends. 97 CHAPTER 6: Creating a Winning Marketing Plan. 99 Getting Started on a Launch or Growth Plan. 100 Defining your business.100 Mapping out your action plans. 106 Setting a
budget. 108 Considering Pricing Strategies. 110 Pricing opportunities and obstacles. 110 Avoiding the dangers of deep discounting. 111 Mastering the Psychology of Pricing. 112 Pricing to address perceptions. 113 Framing prices. 114 Creating Your Controls or KPIs. 115 Conducting a SWOT Analysis. 115 Finding your strengths.116 Addressing your weaknesses. 117 Looking for opportunities. 117 Focusing on functional alternatives, or threats. 118 Mapping out your SWOT grid. 119 Winning with Collaboration and Corporate Social Responsibility . .121 Sharing is caring (and good for business). 121 Teaming up on CSR. 122 Leveling Up in More Ways Than One. 123
Monitoring and reacting to trends. 124 Developing the customer experience. 125 Mapping Out Your Action Steps. 126 Step 1: Complete a situational analysis/summary. 127 Step 2: Establish your benchmark.127 Step 3: Define your goals. 127 Table of Contents ѴІІ
Step 4: Take note of lessons learned.127 Step 5: Outline your strategy. 128 Step 6: Commit to action items.129 Step 7: Build learning plans. 129 Projecting Expenses and Revenues. 130 Preparing for economic influences. 130 Coming up with a reasonable budget. 130 chapter?: Content Marketing and Marketing Content. ізз Getting the Gist of Content Marketing. 134 Separating content marketing from marketing content. 135 Creating content that engages. 135 Channeling your content. 136 Leveraging influencer sites. 137 Creating a Credible Content Marketing Plan. 138 Performing a communications audit.138 Getting your content read. 140 Producing Compelling Marketing Content. 141 Essential elements of content. 141 Writing tips for better results. 143
Sparking interest with user-generated content. 146 Giving Ad Content Greater Stopping Power. 147 Be consistent. 148 Be as persuasive as possible. 148 Be professional. 149 PART 3: EXECUTING ACROSS CHANNELS. 151 CHAPTER 8: ѴІІІ Creative That Engages the Mind. 153 Assessing Your Current Creative. 154 Conducting a creativity audit. 154 Questioning (almost) everything. 154 Defining Your Creative Strategy. 156 Building your creative elements. 157 Coloring your creative psychologically. 157 Using brand iconology. 160 Writing words that work.161 Crafting a Sustainable Brand Identity. 163 Writing a Creative Brief. 165 Goals.165 Offers and
promises. 165 Supporting statements. 165 Tone or persona.166 Emotionaidrivers. 166 Marketing For Dummies
Wannabe profiles. 167 Color palette. 167 Golden triangle pattern. 167 Constraints. 168 Execution. 168 Applying Creativity to Branding and Much More.169 Creativity and product development. 169 Simple ways to spark new ideas. 170 Optimizing Digital and Social Tools and Tactics. .175 CHAPTER 9: Getting Familiar with the Channels Customers Use Most. 176 Using Facebook for engagement that builds sales. 177 Building your Twitter presence. 182 Igniting your social media presence with Instagram.183 Expanding your network through LinkedIn. 183 Promoting your brand with Pinterest. 185 Developing Digital Tools That Drive Brands. 186 Podcasts.187 Webinars.189 Online
courses. 192 Videos. 193 Online review sites. 195 Giving to get more. 196 Using Automated Customization to Work Smarter and Faster. 198 CHAPTER 10: Embracing the New Age of Advertising. 201 Advertising on Social Media. 202 Harnessing the Power of Facebook, Instagram, and Messenger Ads. 202 Setting up on the YouTube stage. 206 Advertising on LinkedIn. 208 Advertising with Mobile Apps. 209 ln-app advertising. 209 App advertising platforms. 210 Winning with Sponsored Content. 211 Editorializing your content page placements. 212 Using e-newsletter placements. 212 Sponsoring third-party content. 212 Exploring Digital Banner
Advertising. 213 Getting attention with banner and pop-up ads. 213 Retargeting consumers with banner ads.215 Making the Most of Print Advertising in a Digital World.217 Community channels for print advertising. 217 Industry publications.217 Table of Contents ІХ
Elevating Your Brand with Broadcast Advertising. 220 Television advertising. 220 Radio advertising. 222 Tips for producing TV and radio spots. 223 Investing in the Basics behind Successful Advertising. 226 PART 4: POWERFUL WAYS TO BUILD SALES THROUGH EMAIL, WEBSITES, AND SEO. 227 CHAPTER 11: Building Individual Value with Mass Personalization. 229 Grasping the Basics of Direct Marketing. 230 Understanding the Elements of Successful Direct Marketing. 231 Data matters. 232 CRM matters. 235 CRM systems. 237 Messaging matters. 238 Creating Direct Campaigns for DirectProfitability. 240 Encouraging customers to take action. 241 Building effective email lists. 244 Prepping Your Email Campaigns for Success.246 Setting up triggered
emails. 247 Implementing personalized emails. 248 Improving Print Open Rates. 248 Testing Your Direct Marketing. 249 Telemarketing: To Call or Not. 251 CHAPTER 12: Building an Engaging and Winning Website. 253 Building Out the Elements of a Successful Website. 254 Clearly defined goals and calls to action. 254 Easy-to-follow navigation. 255 Clean and inviting design. 257 Meaningful content that adds value. 257 Interaction that pulls visitors into your brand story. 260 Direct relevance. 261 Creating and Managing a Web Identity. 262 Aligning with what customers expect to see. 263 Expanding your web imprint. 265 Crafting a Website That Drives Engagement and Sales. 266 Integrating key design elements. 266 Minding your
KPIs. 269 Driving Traffic and Conversion with Content.273 Keeping content fresh and timely. 273 Making claims verifiable. 273 X Marketing For Dummies
Asking engaging questions. 274 Maintaining critical content categories. 275 Putting It All Together for the Perfect Website. 276 Using website builders. 276 Finding quality imagery.277 CHAPTER 13: Succeeding with Affordable SEO Strategies and Tactics. 279 Understanding the Basics of SEO. 280 Figuring out how Google searches the internet. 280 Growing organic and paid SEO. 281 Curating keywords. 281 Making links. 283 Playing tag. 285 Landing Pages and Blogs. 286 Optimizing SEO with Google Ads. 288 Setting up your Google Ads account. 288 Creating your first Google Ads campaign. 289 Driving Traffic and Sales with Google My Business. 292 Setting up your Google Business
Profile. 293 Creating a profile that stands out. 293 Managing your results. 294 Remaining Relevant and Current in SEO Rankings.295 Online resources with updated insights. 295 Additional tactics for more SEO results. 296 PART 5: SETTING YOUR BRAND UP FOR SUSTAINABLE SALES. 297 CHAPTER 14: Leveraging Networks and Events.299 Harnessing the Power of Social Hives.299 Growing your network with customer referrals. 300 Hosting customer events that inspire engagement, loyalty, and referrals. 301 Expanding your imprint with client advisory boards. 304 Launching Your Own Public Event. 305 Hosting events with meaning. 305 Funding and monetizing your event. 306 Getting help managing your event. 306 Supporting Third-Party Events.307 Getting behind cause-related campaigns and
events. 307 Sponsoring fundraising events. 308 Finding a good fit. 309 Table of Contents ХІ
Maximizing Trade Show ROI. 310 Locating trade shows. 311 Building the foundation for a good booth. 312 Selecting space on the expo floor. 313 Getting people to your booth. 313 CHAPTER 15; Tuning In to the Right Sales Channel. зі 5 Setting Up a Successful E-commerce Program.316 Rising above the competition. 316 Fulfilling orders and delighting customers. 317 Curating customer experiences online. 317 Converting online traffic to sales. 317 Upping your SEO rankings. 318 Increasing shopping cart fulfillment rates.319 Understanding Your Options. 320 Building your own e-commerce store. 320 Paying someone else to do it for you. 322 Setting Up Third-Party Digital Storefronts. 322 Selling with eBay. 323 Selling with
Amazon.324 Considering Off-line Distribution Strategies. 326 Understanding Channel Structure. 329 Preparing for Successful In-Store Selling. 330 Creating an inviting store vibe. 330 Stimulating sales at point of purchase. 331 CHAPTER 16: Prospecting and Selling for ROI. ззѕ Exploring Proven Prospecting Tactics and Tools. 336 Prospecting tactics that work. 337 Prospecting tools that generate leads. 337 Selling for a Lifetime. 339 Calculating lifetime value. 339 Understanding the importance of customer loyalty. 341 Getting to Yes via Emotional Selling Propositions. 343 Defining your process. 344 Establishing SME status to bolster sales. 345 Prioritizing Your Pipeline. 347 Categorizing each opportunity. 347 Sorting by emotional
triggers. 347 Consultative Selling and Account-Based Marketing. 348 Tactics for consulting with consumers. 348 Tips on consultative selling. 349 Relying on account-based marketing. 350 ХІІ Marketing For Dummies
Creating Sales Presentations with ESP Power. 350 Inform, involve, inspire. 351 Tell your brand story. 352 Respond to problems. 352 Organizing and Managing Your Sales Force. 353 Determining how many salespeople you need.353 Hiring your own salespeople or using sales reps. 354 Compensating your sales force. 355 PART 6: THE PART OF TENS. 357 chapter i?: Ten Common Marketing Mistakes (And How to Avoid Them). 359 Making Assumptions. 359 Ignoring Customer Complaints. 360 Faking Popularity. 360 Using Dirty Data. 360 Competing on Price.361 Ignoring the Emotional Drivers of Choice. 361 Forgetting to Edit. 361 Offering What You Can't
Deliver. 362 Treating Customers Impersonally. 362 Blaming the Customer. 362 chapter ie: Ten Ways to Measure Results (Beyond ROI).збз Establish Clear Objectives. 363 Tie Your Metrics to Your Objectives. 364 Set Learning Priorities. 364 Establish a Target ROI. 364 Know Your Customer Lifetime Value. 365 Know Your Allowable Customer Acquisition Cost. 365 Establish Benchmarks. 365 Turn the Funnel Upside Down. 366 Adjust Your Funnel Benchmark Assumptions When You Have Real Data. 366 Avoid the Dashboard Trap. 366 INDEX. 367 Table of Contents ХІІІ |
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| author | McMurtry, Jeanette Hiam, Alexander 1957- |
| author_GND | (DE-588)173652816 (DE-588)112829309 |
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| bvnumber | BV048582368 |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 6th edition |
| format | Book |
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| index_date | 2024-07-03T21:05:22Z |
| indexdate | 2024-07-10T09:42:07Z |
| institution | BVB |
| isbn | 9781119894872 |
| language | English |
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| physical | xiii, 382 Seiten Illustrationen, Diagramme |
| publishDate | 2022 |
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| publisher | John Wiley & Sons, Inc. |
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| series2 | for dummies Learning made easy |
| spelling | McMurtry, Jeanette Verfasser (DE-588)173652816 aut Marketing für Dummies Marketing by Jeanette McMurtry, MBA, with Alexander Hiam Marketing for dummies 6th edition Hoboken, NJ John Wiley & Sons, Inc. [2022] © 2022 xiii, 382 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier for dummies Learning made easy Marketing (DE-588)4037589-4 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content Marketing (DE-588)4037589-4 s 2\p DE-604 Hiam, Alexander 1957- (DE-588)112829309 aut 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=033958202&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | McMurtry, Jeanette Hiam, Alexander 1957- Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4151278-9 |
| title | Marketing |
| title_alt | Marketing für Dummies Marketing for dummies |
| title_auth | Marketing |
| title_exact_search | Marketing |
| title_exact_search_txtP | Marketing |
| title_full | Marketing by Jeanette McMurtry, MBA, with Alexander Hiam |
| title_fullStr | Marketing by Jeanette McMurtry, MBA, with Alexander Hiam |
| title_full_unstemmed | Marketing by Jeanette McMurtry, MBA, with Alexander Hiam |
| title_short | Marketing |
| title_sort | marketing |
| topic | Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Einführung |
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