Wiley Releases THE DIGITAL MARKETER: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric
Marketers have been gulping down change for the last decade. Low-cost and ubiquitous communications technology has rapidly changed human behavior, causing seismic shifts in marketing philosophy, practices, and careers. At its core, marketing is still about creating and keeping customers, but the 'how-to' questions for accomplishing this have changed considerably.
In THE DIGITAL MARKETER: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric (Wiley, April 2014), digital marketing evangelist, Larry Weber and author Lisa Leslie Henderson navigate the reader through the brave new world of digital marketing and explore the unprecedented opportunities now available for companies to realize the customer-centricity they have been discussing for decades.
THE DIGITAL MARKETER details it all: big data, social communities, marketing automation, software integration, native advertising, location-based services, design thinking, digital loyalty programs, rich content, converged media strategies, marketing attribution analysis, and more.
These new concepts and practices are disruptive, multifaceted and overwhelming. THE DIGITAL MARKETER reduces this complexity by synthesizing what at first appears as miscellany into ten skills, using concrete case studies and examples as illustrations. The authors also develop an overarching context to explain how these skills work in sync to create remarkable customer experience-the primary source of differentiation for organizations across every sector going forward.
Filled with practical takeaways and supplemental resource information, including ongoing discussions on Twitter (#thedigitalmarketer), THE DIGITAL MARKETER explores how marketers are:
-Crafting targeted, contextualized interactions to break through today's content overload and drive awareness, sales, and ongoing engagement;
-Creating effective and integrated multi-media storytelling for today's onmichannel marketing environment;
-Becoming experience architects and enhancing customer engagement and experience, through design thinking, behavior science, and customer journey analysis;
-Using big data and marketing automation to prioritize marketing efforts, nurture and score leads, and drive profitable engagement throughout the customer journey;
-Capturing the attention of new audiences, prospects, and existing customers by reimagining and combining owned, earned, and paid media;
-Embracing entrepreneurial decision-making practices to enhance agility and and build relevant evidence for and against choices;
-Transforming anonymous transactions into collaborative customer relationships that are mutually rewarding.