Unmarketing : stop marketing, start engaging / Scott Stratten.

Format:

Book

Author/Creator:

Stratten, Scott, author.

Language:

English

Subjects (All):

Relationship marketing.

Viral marketing.

Physical Description:

1 online resource (182 p.)

Edition:

1st edition

Place of Publication:

Hoboken, New Jersey : John Wiley & Sons, Inc., 2010.

Language Note:

English

System Details:

text file

Summary:

From one of the leading experts in viral and social marketing-market your business effectively to today's customers For generations, marketing has been hypocritical. We've been taught to market to others in ways we hate being marketed to (cold-calling, flyers, ads, etc.). So why do we still keep trying the same stale marketing moves? UnMarketing shows you how to unlearn the old ways and consistently attract and engage the right customers. You'll stop just pushing out your message and praying that it sticks somewhere. Potential and current customers want to be listened to, validated, and have a platform to be heard-especially online. With UnMarketing, you'll create such a relationship with your customers, and make yourself the logical choice for their needs. Shows how to create a mindset and systems to roll out a new, 21st century marketing approach Marketing expert Scott Stratten focuses on a Pull & Stay method (pulling your market towards you and staying/engaging with them, leading them to naturally choose you for their needs) rather than Push & Pray Redefines marketing as all points of engagement between a company and its customers, not just a single boxed-in activity Traditional marketing methods are leading to diminishing returns and disaffected customers. The answer? Stop marketing, start UnMarketing! --This text refers to the Kindle Edition edition.

Contents:

Intro

Title Page

Copyright

Dedication

Introduction

Chapter 1: Hierarchy of Buying

Chapter 2: A Word on Experts

Chapter 3: Trust Gap

Chapter 4: Restaurant That Didn't Get It

Chapter 5: Cold Calling

Chapter 6: Aiming Your Company at the Bottom of the Barrel

The Better Bottom of the Barrel

Chapter 7: Pull and Stay

Chapter 8: Reasons Why Companies Don't Use Social Media

Chapter 9: Social Media (Social Currency as Well)

Chapter 10: Twitter versus Facebook versus LinkedIn versus Google+

Facebook

LinkedIn

Twitter

Google+

Chapter 11: Social Media Platforming

Chapter 12: HARO-Platforming Example

Chapter 13: The Game Has Changed: Immediacy and Relevancy

Chapter 14: Publicized Customer Service

Chapter 15: Don't Bank on the Bold

Chapter 16: Seven Deadly Social Media Sins

Greed

Gluttony

Sloth

Envy

Wrath

Lust

Pride

Chapter 17: How Twitter Changed My Business

Chapter 18: Tassimo

Chapter 19: Local Twitter

Chapter 20: Domino's-Word of Mouth: Mouths Are Moving . . .

Chapter 21: Naked Pizza

Chapter 22: Don't Feed the Trolls

Chapter 23: Tweetathon

Chapter 24: Your Website-Old School versus New School

Brochure versus Hub

Pitch versus Authenticity Newsletters

Static versus Dynamic

Our Site versus Your Site

I'm Great versus You're Great

A Jungle versus a Map

High versus Low Barrier to Engagement

Chapter 25: Captchas

Pop-Ups

Chapter 26: Experience Gap

Chapter 27: Raising and Keeping the Bar High-Cirque

Chapter 28: Stirring Coffee

Chapter 29: Experience Gap for Small Biz

Chapter 30: Using Stop Start Continue

Chapter 31: Zappos

Chapter 32: Rockport

Chapter 33: FreshBooks

Chapter 34: Why You Can't Learn From Millionaires

Chapter 35: Transparency and Authenticity.

Chapter 36: My Transparency on Twitter

Chapter 37: Your Transparency on Twitter

Chapter 38: Affiliates

Chapter 39: Testimonials

Chapter 40: Best Sellers

Chapter 41: Why Being a Work-at-Home Mom Is Bad for Business

Chapter 42: Hello? Walmart?

Chapter 43: Idea Creation

Chapter 44: Idea Delivery

Chapter 45: Doing In-Person Seminars

Chapter 46: Tele-Seminars

Chapter 47: Tele-Summits

Chapter 48: How and Why I Created a Summit Ebook Instead

Chapter 49: Viral Marketing

The Landing Page

Emotion-How Do You Decide?

Be Prepared for Success

Chapter 50: Undercover UnMarketing

Chapter 51: Putting It Into Practice

Chapter 52: Lush

Chapter 53: Trade Shows

Chapter 54: Social Media at Trade Shows

Chapter 55: UnNetworking: Why Networking Events Are Evil

Chapter 56: The Awesomeness of Being a 2.0 Author

Accessibility

Chapter 57: The UnTour

Brand Enhancement

Value People

Real-World Networking

Chapter 58: The UnEnd

Acknowledgments

Index.

Notes:

Includes index.

Description based on print version record.

ISBN:

9786612756047

9780470646667

9780470646861

0470646861

9781118288412

1118288416

9781282756045

1282756044

9780470646854

0470646853

OCLC:

816348973