Stickier Marketing: How to Win Customers in a Digital Age

ISBN-13: 9780749471088 / Angielski / Miękka / 2014 / 272 str.

Grant Leboff

Opis

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.