05530nam 2200709 450 991046558410332120200520144314.01-118-76097-2(CKB)2560000000148543(EBL)1676113(SSID)ssj0001215375(PQKBManifestationID)11682444(PQKBTitleCode)TC0001215375(PQKBWorkID)11176279(PQKB)11233877(MiAaPQ)EBC1676113(Au-PeEL)EBL1676113(CaPaEBR)ebr10861209(CaONFJC)MIL599740(OCoLC)877772396(EXLCZ)99256000000014854320140505h20142014 uy 0engur|n|---|||||txtccrThe digital marketer ten new skills you must learn to stay relevant and customer-centric /Larry Weber, Lisa Leslie Henderson ; foreword by George ColonyHoboken, New Jersey :Wiley,2014.©20141 online resource (370 p.)Description based upon print version of record.1-306-68489-7 1-118-76083-2 Includes bibliographical references at the end of each chapters and index.Cover; Title Page; Copyright; Contents; Acknowledgments; Foreword; Introduction; Chapter 1: The 10 Essential Skills Every Marketer Needs; Digital Has Changed the Game; The Disruption of Marketing Continues; We Have All Benefitted from the Disruption; Your Amazon.com; Business-to-Business Companies Are Players, Too; Just Ahead: Relief and Reward; What Do We Mean by Customer-Centricity?; Walk in Our Customers' Shoes; Eenie Meenie Miney Mo; Realizing the Customer-Experience Differential; Get Customer Experience Savvy-It Pays; USAA Understands and Delivers; What Do Our Customers Want from Us?Understand and Meet Their NeedsOffer Relevant Interactions; Invite Participation; Engage Before, During, and After; Keep It Simple; Be Real and Be Worthy; Be Meaningful; How Remarkable Do We Need to Be?; Will We Ignore Change, Grow with It, or Drive It?; 1. Build a Successful Marketing Career; 2. Design Valuable Customer Experiences; 3. Find Actionable Insight in Big Data and Marketing Analytics; 4. Employ Entrepreneurial Thinking for Discernment and Agility; 5. Create a Winning Content Experience Strategy; 6. Engage Customers via Social Communities7. Maximize Marketing Effectiveness by Integrating Paid, Earned, and Owned Media8. Drive Sales with Intelligent Customer-Engagement Platforms; 9. Build Worthwhile Loyalty and Digital Couponing Programs; 10. Ignite Customer-Centricity across the Organization; What's Next?; Consumers, Prospects, Customers, and Constituents; Questions for Consideration; Resources; Chapter 2: How Organizations Are Adapting to the Customer-Centric Era; The CCEO: Shifting Our COMPANY'S Point of View; The CDO: Expanding Our Organization's Way of Thinking; Design Matters in the Big Scheme of ThingsDesign Matters on the Day-to-Day LevelDesign + Technology = Digital Experiences; Design + Technology = Hybrid Experiences; Design + GPS Technology = Location-based Experiences; Design + Emerging Technology = Tomorrow's Experiences; Design Includes Event Making; The New CIO: Developing New Sources of Insight; What's a Marketer to Do?; Understand Our Customers Thoroughly; Know How Our Customers Experience Our Brands; Build Customer Relationships; Coordinate Moving Parts and Integrate Opposites; Be a Curious Expert; Keep the Faith; Questions for Consideration; ResourcesChapter 3: Build a Successful Marketing CareerMe.com; Expect a Unique Career Trajectory; Know Thyself; Brand or Be Branded; Developing Our Personal Brand; Our Networks Are Verbs; Identifying Our Networks; Taking Our Brands and Networks on the Road; Getting the Most Out of LinkedIn; Staying Current; Joining Relevant LinkedIn Groups; But I Want to Have a Life; Are a Personal Blog and Website Necessary?; Be Resourceful; Learning in Atypical Classrooms; Spending Time with Creative Folks; Doing Something Creative Every Day; Taking Time Off; Cultivating Developmental RelationshipsSponsorship Takes It Up a NotchPraise for The Digital Marketer "The world of work changes faster than ever. As Larry Weber and Lisa Henderson explain here, 'Standing still is extraordinarily risky.' But taking action just to take action is no solution. With so many options at hand, it's important to think strategically. This book can help marketing professionals see what new tools are out there, what's working for others, and what might work for them."-Reid Hoffman, cofounder and chairman of LinkedIn, and coauthor of the #1 New York Times bestseller The Start-up of You "On theInternet marketingSocial aspectsSuccessPsychological aspectsSuccess in businessMarketingElectronic books.Internet marketingSocial aspects.SuccessPsychological aspects.Success in business.Marketing.658.872Weber Larry916105Colony GeorgeHenderson Lisa LeslieMiAaPQMiAaPQMiAaPQBOOK9910465584103321The digital marketer2053929UNINA