How to Use Data and Experience Marketing to Create Lifetime Customers
Author: Lars Birkholm Petersen,Ron Person,Christopher Nash
Publisher: John Wiley & Sons
Category: Business & Economics
View: 8809Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming morerelevant, 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 takingplace within the industry, and provides the insight and perspectivemarketers need to stay on board. Readers will find guidance towardreaching a customer base that sees marketers as an unnecessaryannoyance, and strategies for engaging those customers at touchpoints throughout the customer lifecycle. The book's scopeencompasses both digital and real-life avenues, discussing the newways of thinking and the new tools and processes that allowmarketers to function in the new era where digital customerexperiences are increasingly important. Marketing is undergoing a revolution to rival the impact ofGutenberg's printing press. Customers are in control, with morechoice and more access than ever before, and they refuse to be"sold to" or "managed." Many marketing professionals are flailingfor a new strategy while the winners are clearly jumping ahead– Connect takes readers inside the winners' world tolearn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers toremain relevant Craft a personal, relevant, and accessible customer journeythat engages the connected customer Keep in touch throughout the customer's life cycle, both onlineand offline Link digital goals and metrics to business objectives for amore relevant strategy Smart marketers have moved to a higher level that achievesbusiness objectives while increasing relevance to the customer.Connect provides readers a roadmap to this new approach, andthe tools that make it work.