Connect: How to Use Data and Experience Marketing to Create Lifetime Customers

Petersen, Lars Birkholm and Person, Ron and Nash, Christopher

ISBN 10: 111896361X / ISBN 13: 9781118963616

Editore: John Wiley and Sons, 2014

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Riassunto:

<b>Connect and engage across channels with the new customers</b> <p><i>Connect</i> is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important.</p> <p>Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead &#8211; <i>Connect</i> takes readers inside the winners' world to learn the approach that's engaging the new consumer.</p> <ul> <li>Discover the technology and processes that allow marketers to remain relevant</li> <li>Craft a personal, relevant, and accessible customer journey that engages the connected customer</li> <li>Keep in touch throughout the customer's life cycle, both online and offline</li> <li>Link digital goals and metrics to business objectives for a more relevant strategy</li> </ul> <p>Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. <i>Connect</i> provides readers a roadmap to this new approach, and the tools that make it work.</p>

Informazioni sull?autore: <p><b>LARS BIRKHOLM PETERSEN</b> manages the Sitecore Business Optimization Services global team of consultants. He helps organizations connect the experience across the different channels their customers use.</p> <p><b>RON PERSON</b> is Senior Consultant, Business Optimization, for Sitecore. He is the author of 26 books including <i>Balanced Scorecards and Operational Dashboards with Microsoft Excel</i> from Wiley.</p> <p><b>CHRISTOPHER NASH</b> is Senior Consultant, Business Optimization, for Sitecore. He is an experience marketing specialist who advises customers about strategies and best practices for creating successful connected customer experiences.</p>

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Titolo: Connect: How to Use Data and Experience ...
Casa editrice: John Wiley and Sons
Data di pubblicazione: 2014
Legatura: Hardcover
Condizione: Used; Very Good