LEADER 05530nam 2200709 450 001 9910465584103321 005 20200520144314.0 010 $a1-118-76097-2 035 $a(CKB)2560000000148543 035 $a(EBL)1676113 035 $a(SSID)ssj0001215375 035 $a(PQKBManifestationID)11682444 035 $a(PQKBTitleCode)TC0001215375 035 $a(PQKBWorkID)11176279 035 $a(PQKB)11233877 035 $a(MiAaPQ)EBC1676113 035 $a(Au-PeEL)EBL1676113 035 $a(CaPaEBR)ebr10861209 035 $a(CaONFJC)MIL599740 035 $a(OCoLC)877772396 035 $a(EXLCZ)992560000000148543 100 $a20140505h20142014 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 14$aThe digital marketer $eten new skills you must learn to stay relevant and customer-centric /$fLarry Weber, Lisa Leslie Henderson ; foreword by George Colony 210 1$aHoboken, New Jersey :$cWiley,$d2014. 210 4$dİ2014 215 $a1 online resource (370 p.) 300 $aDescription based upon print version of record. 311 $a1-306-68489-7 311 $a1-118-76083-2 320 $aIncludes bibliographical references at the end of each chapters and index. 327 $aCover; 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? 327 $aUnderstand 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 Communities 327 $a7. 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 Things 327 $aDesign 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; Resources 327 $aChapter 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 Relationships 327 $aSponsorship Takes It Up a Notch 330 $aPraise 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 the 606 $aInternet marketing$xSocial aspects 606 $aSuccess$xPsychological aspects 606 $aSuccess in business 606 $aMarketing 608 $aElectronic books. 615 0$aInternet marketing$xSocial aspects. 615 0$aSuccess$xPsychological aspects. 615 0$aSuccess in business. 615 0$aMarketing. 676 $a658.872 700 $aWeber$b Larry$0916105 702 $aColony$b George 702 $aHenderson$b Lisa Leslie 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910465584103321 996 $aThe digital marketer$92053929 997 $aUNINA