Digital sense : the common sense approach to effectively blending social business strategy, marketing technology, and customer experience / Travis Wright, Chris J. Snook.

Format:

Book

Author/Creator:

Wright, Travis, author.

Snook, Chris J., author.

Language:

English

Subjects (All):

Internet marketing.

Internet advertising.

Digital media.

Physical Description:

1 online resource (307 pages) : illustrations (some color)

Edition:

1st edition

Place of Publication:

Hoboken, New Jersey : Wiley, 2017.

System Details:

text file

Summary:

Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.

Contents:

Digital Sense: The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience

Contents

Acknowledgments

Foreword

Preface: A Tale of Two ``Tweeties´´

The "Save Our Chiefs" Movement

Optus in Australia

The Genesis of This Book

Section I: Overview

1: The Game at Speed

Why Your Organization Needs a Digital Sense DNA Layer

The Game Has Forever Been Changed

Bits of Knowledge

Who Is This Book For?

2: Influencers, Zombies, and Everything Between

The Rise of Digital Transformation

Attention and Trust

Influencers, Amplifiers, Motivatables, and Zombies

Section II: Building a Customer-Centric Organization

3: Introducing the Experience Marketing Framework

The Framework to Ask Powerful Questions

The Experience Marketing Framework

Customer Experience Is the Battleground in a Digital World

Takeaways From Introducing the EMF

4: The Insights Layer

The Customer Is the Main Thing

Customers, Competitors, and Forces

The Customer

The Importance of Persona and Customer Journey Mapping

Audience Development Exercise

Look Honestly At Your Competitive Landscape

The Customer Is the Asset

Use the Force, Luke!

The 6 Ds (Phases) as Classified by Peter Diamandis

5: Mind over Organizational Matter

Mind and Brain Mechanics 101

Substance Is All Around Us. We Just Need the Thought.

The Stick-Person Explained

Understanding the Mind Using the Stick-Person Graphic

The Six Intellectual Faculties

Reasoning

Intuition

Perception

Will

Imagination

Memory

What to Do When the Zombies Attack

Break Through Your Comfort Zone

Nothing Stays the Same!

6: The Vision Layer

The Vision Layer + Social Business

The Vision Layer Exercises

Customer Journeys

The Journey Map Touch Point Exercise.

Scope

Takeaways From the Vision Layer

7: The Success Layer

What Is a Social Business?

Begin With the End in Mind

Loops, Love, and Roi

Optimizing the Operational Loop

Audit 1: Rot Content Audit

Base Content vs. Peripheral Content

Audit 2: Brand Guidelines Audit

Audit 3: Heuristic Audit

Good Governance Guidelines

Takeaways From the Success Layer

Section III: Social Business Strategies and Tactics

8: Social Business Strategy for Marketing

Appropriate Campaign Goals

Content Marketing and Paid Media Amplification

Modern Enterprise Search Marketing

Case Study: Fort Collins Startup Week Goes Global on 2,500

Search Engine Optimization (Seo)

Key Determinants Impacting Your Organic Search Ranking

Enterprise Paid Search

Predictive Advertising Management

GEO Targeting and Ip-Based Advertising

9: Social Business Strategy for Sales

What Is Social Selling?

Why Is Social Selling Important?

Goals for Social Selling

Who Should Own Social Selling?

The Social Selling System

Social Selling Implementation

Social Selling Challenges

Account-Based Marketing (ABM)

Case Study: #Closing Millions for Pennies on the Dollar

10: Social Business Strategy for Influencers and Employee Advocates

Influencer Marketing Tech Is Fragmented

Key Trend 1: Decline of Advertising Due to the Massive Increase in Ad Blockers Globally

Key Trend 2: Rise of Influencer Programs Is Leading to Greater Need for Efficiencies and Proving Roi

Key Trend 3: Cmos Are Driving the Budget Increase in Marketing Technology Spend

Key Trend 4: Four Critical Factors Are Fueling the Chaos in Influencer Marketing

The Five Categories of Influencer Marketing Tech

Influencer Marketing Platform "5 Capabilities" Model

These Five Capabilities Include:

The Influencer Marketing Manifesto.

Community: Size and Type of Audience

Content: Format and Type

Channel: Social Networks and Sites

Credibility: Topical Relevancy

Chemistry: Brand-Influencer Fit

Controversy: Lack of Resonance and Transparency

Employee Advocacy

Employees Are the Most Credible Voices in Your Organization

Employee Advocacy Drives Sales

Who Is Doing Employee Advocacy Right?

11: Social Business Strategy for HR

Social Recruiting

Use Social Media to Evaluate Cultural Fit

The New Face of Social Recruitment

Play Sherlock

Case Study: #Hirecarlos: How to Get Your Dream Gig with Social Media

Case Study: Finding 500,000 Worth of Talent for 250 in Ads

Themes for Your Advertising

12: Social Business Strategy for Customer Service

We All Want the Same Simple Pleasures

Social Media Triage

Audit Your CX Center of Excellence

Where to Begin?

Section IV: Data and Automation

13: Designing Your Ultimate Marketing Stack

How to Build a Solid Martech Stack

Bottoms Up

CRM

Marketing Automation

Tag Management

Analytics and Tracking: You Need to Track Your Performance, Ads, Technology, and Everything Else

Invest in Keeping Your Stack Open

Data Management Platform (DMP)

Content Delivery Network (CDN)

Conversion Optimization

Campaign Management

E-mail Marketing

Mobile Optimization

Advertising Networks

Remarketing

Search Engine Marketing

Search Engine Advertising

Monitoring the Martech Stack

Martech That Drives Business Growth

Agile Is Your Savior

Marketing Technology Frameworks and the Emf

Always-On Assessment, Evaluation, and Adoption

No Single Platform Winner Aka "Marketing Operating System

Build, Buy, or Rent?

Mobile Marketing Technology Stacks

Drive Internal Buy-In and Stakeholder Influence By MeasuredRoi

Section V: Future-Proofing.

14: Building a Personal Brand, BRO

Business Relationship Optimization

Ass Kiss It Forward

Prosumertribuducers

15: Avoiding Obsolescence and the Road Ahead

Dead Ideas

Experts Evolve Into Sensemakers!

Lifelong Learning As a Habit

5G, IOT, AI, VR, and Drones, Oh My!

The Fourth Industrial Revolution

Virtual Reality Mini-Vrcations

Virtual Reality Masterminds and Uploadable Consciousness

5G Allows Minimal Latency

The Dark Side of Drones

5G Possibilities

Notes

About the Authors

Index

End User License Agreement.

Notes:

Includes bibliographical references and index.

Includes index.

Description based on print version record.

ISBN:

9781119291749

1119291747

9781119291718

1119291712

OCLC:

972351767