Book description
Improving engagement with digital audiences is fast becoming a boardroom topic for many organizations. Digital marketers and communicators seeking to harness this newfound power are finding challenges in engaging digital audiences due to short attention spans, noisy channels, and rapidly changing consumer expectations. Recommend This! is an exploration into the digital consumer, and how their expectations are forcing marketers to re-think the way they interact and engage with audiences.
Key topics discussed in the book are:
Physical or digital, as humans we are driving to connect. Digital just makes it easier.
Storytelling, rather than broadcast messaging, helps marketers engage with their digital audiences.
Digital content must be personalized and relevant to receive attention, and more.
Table of contents
- Cover
- Contents
- Title
- Copyright
- Foreword
- Acknowledgments
- Preface: Is Digital Marketing Dead?
- Introduction
- Chapter 1: Business as Usual Is Over . . . or Is It?
- Chapter 2: Digital Changes Everything
- Chapter 3: The Importance of Relationships
-
Chapter 4: How We Connect in the Digital World
- What Is a Relationship Network?
- Is It Still Six Degrees?
- Can We Have More Relationships?
- The Magic of the Network
- Communication All the Time, Anytime
- Becoming the Center of Attention
- The Digital Universe Is All about You
- Our Online Selves
- Connecting the Dots
- The Relationship of Things
- Welcome to the Relationship Economy
- The Evolution of the “Buyer’s Journey”
- It’s the Buyer That’s Changed
- Four Distinct Relationship Types
- Relationship Types and Brands
- Understanding the Relationship Cycle
- Cycles, Pyramids, and Types
- Nirvana: Becoming Part of the Tribe
- Chapter 5: Measuring the Value of Relationships
- Chapter 6: Bridging Digital
- Chapter 7: Understanding Need
- Chapter 8: Developing History
- Chapter 9: Offering Curation
- Chapter 10: Recognizing Faces
- Chapter 11: Telling Stories
-
Chapter 12: Being Authentic
- How We Communicate in the Real World
- What Is Authenticity?
- Trust: The Foundation of Authenticity
- The Importance of Authenticity
- Trust in the Digital World
- The Importance of Transparency
- Authenticity in the Digital World
- The “Domino Effect”
- Even Politicians Can Be Authentic
- Summing It Up
- Helpful Takeaways
-
Chapter 13: Delivering Consistency
- Digital Experiences Are Really Real-World Experiences
- More Touchpoints = More Complexity
- The Role of Context
- Context Leads to Consistency
- Consistency Is about Assembling, Not Portraying
- Precision Marketing in the Age of Context
- Excellent Examples of Consistency
- Boloco
- Summing It Up
- Helpful Takeaways
- Chapter 14: Maintaining Credibility
-
Chapter 15: Helpfulness
- A Planet of Helpful Associates
- Helpfulness in the Digital World
- The Impact of Digital on Marketing
- The Transition from Outbound to Inbound
- Inbound, Outbound, and the Buyer’s Journey
- The Principles of Helpfulness
- Helpfulness Drives Relationships
- Lowe’s: Helpful above All Else
- Summing It Up
- Helpful Takeaways
- Chapter 16: Nurturing Online Communities
-
Chapter 17: Delivering the Promise
- Why Does Delivery Matter?
- Delivery from the Cloud (and Not Underneath Someone’s Desk)
- Reach, Scale, and Availability
- Devices Are Context, Too
- Improving the Delivery Experience
- Caching Objects
- Accelerating Dynamic Content
- Optimizing the Browser Experience
- Keeping a Watchful Eye (like Kevin)
- System Monitoring
- End-User Monitoring
- The Takeaway
- Chapter 18: Looking Forward
- Index
Product information
- Title: Recommend This!: Delivering Digital Experiences that People Want to Share
- Author(s):
- Release date: February 2014
- Publisher(s): Wiley
- ISBN: 9781118836699
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