Disruptive marketing : what growth hackers, data punks, and other hybrid thinkers can teach us about navigating the new normal / Geoffrey Colon ; foreword by Gemma Craven.

Format:

Book

Author/Creator:

Colon, Geoffrey, author.

Contributor:

Craven, Gemma, writer of foreword.

Series:

Gale eBooks

Language:

English

Subjects (All):

Branding (Marketing).

Physical Description:

1 online resource (xx, 234 pages) : illustrations

Edition:

1st edition

Place of Publication:

New York : AMACOM, American Management Association, [2016]

Language Note:

English

System Details:

text file

Summary:

Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that’s not enough? What if most people ignore company messages? What if consumer engagement never goes further than the “like” button? A sobering reality is hitting marketers. Technology hasn’t just reshaped mass media, it’s altering behavior as well. And getting through to customers will take some radical rethinking. First step is to toss the linear plan. Next is to strip away conventions, open your mind, and join Disruptive Marketing on a provocative, fast-paced tour of our changing world . . . Where selling is dead, but ongoing conversation thrives Where consumers generate the best content about brands Where people tune out noise and listen to feelings Where curiosity leads the marketing team Where growth depends on merging analytics with boundless creativity Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, this book will propel you out of your comfort zone and into the disruptive mindset you need for future success.

Contents:

Foreword / Gemma Craven, Director of Social & Mobile at McCann

Preface

Introduction what if?

A world without rules

The disruptive mindset : create, engage, adapt

The disruptive continuum : perpetual change

Creative disruption in the anti-organization age

Stop hiring MBAs : your business needs "hybrids" to succeed

The new personality of marketing success

The disruptive marketer's mindset : punk rocker, new parent, soccer player

The genius of tinkerers and "temporary" marketers

The building blocks of disruptive marketing

Content is king : but distribution is queen

Social by design and the advent of the post-digital age

New rules for the disruptive marketer

Rule #1: Always be listening

Rule #2: Don't be lured by bright, shiny objects

Rule #3: Give back : ethics as the new marketing

Epilogue

Afterword

Appendix

Endnotes.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9780814437407

0814437400

OCLC:

945804327