Human-Driven Experience: The Battle for Trust in the Digital Age - Rilegato

Harles, Robert

Rilegato

ISBN 10: 1119812984 ISBN 13: 9781119812982

Casa editrice: Wiley, 2022

Riassunto

Explore the human side of the latest digital technologies and trends

In Human-Driven Experience: The Battle for Trust in a Digital Age, veteran digital strategist delivers a must-read exploration of how to capture the attention of consumers whose tolerance for inauthenticity is at an all-time low. In the book, you’ll discover ways to harness the sometimes whiplash-inducing pace of change in the marketplace to accelerate innovation in your own organisation.

The author discusses the need for increased mobility between functional areas like information technology, digital and marketing and how privacy and security must become essential components of your brand's promise to consumers. You'll also find:

• Strategies for creating end-to-end digital experiences that hit home with consumers
• Techniques for rising above the ever-loudening din of inauthentic advertising and marketing that has made consumers increasingly sceptical of new and established brands
• Incisive discussions of how data is becoming ever more targeted, identifiable and real-time – and what to do about it

Perfect for executives, managers and other business leaders, Human-Driven Experience is also a can't-miss resource for marketing, digital and IT professionals looking for ways to make sense of a consumer landscape that's been turned upside down by digital technologies.

Su questo libro

Informazioni sull'autore

ROBERT HARLES is responsible for developing Accenture Song’s offerings in social media and emerging channels around the world. He creates digital programs that drive measurable strategic impact for clients worldwide. He has extensive experience creating successful digital businesses in the areas of strategy, digital design and marketing, social media and emerging channels.

Dalla quarta di copertina

Consumer behaviour is changing dramatically in the digital age. It is said that 95% of consumers are making at least one lasting change in how they live, shop and work. Their inclinations, habits, brand preferences and more are increasingly fluid, changing quickly and without warning. How are modern businesses supposed to adjust their operations when it’s difficult to know what consumers will do tomorrow, let alone months after?

In Human-Driven Experience: The Battle for Trust in the Digital Age, celebrated digital strategist Robert Harles delivers an incisive blueprint for businesses seeking to strengthen their ability to predict—and respond to—consumer behaviour. You’ll learn to overcome the whiplash inducing variability of the current digital environment and build trust with large groups of consumers, employees and citizens.

In the book, you’ll find expansive discussions of the evolution of research, data analytics, automation and artificial intelligence. It also includes explorations of the necessity for a new consumer and citizen bill of rights as data becomes more targeted and immediate in both usage and application.

Human-Driven Experience emphasises the need for executives in informational, digital and marketing roles to work together—and for privacy and security to become an integral part of the brand promise. An increasing reliance on direct e-commerce, whether B2B, B2C, or D2C are rendering traditional technology heavy lifts less acceptable, as companies are expected to move quickly and nimbly.

An indispensable resource for executives, managers and other business leaders, Human-Driven Experience will also earn a place in the libraries of business development and innovation professionals, marketers and product teams.

Dettagli dell'edizione

• Editore: Wiley
• Data di pubblicazione: 2022
• Lingua: Inglese
• ISBN 10: 1119812984
• ISBN 13: 9781119812982
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 256
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile