Connect : How to Use Data and Experience Marketing to Create Lifetime Customers.
Lars Birkholm. Petersen
Bok Engelsk 2014 · Electronic books.
| Omfang | 1 online resource (274 pages)
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|---|---|
| Utgave | 1st ed.
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| Opplysninger | Cover -- Title Page -- Copyright -- Contents -- Foreword -- Introduction -- Chapter 1 The Customer Is in Control -- Welcome to the Era of the Connected Customer -- The Future -- Trust as the New Currency -- Attract -- Communicate -- Trust -- Commit -- How Relevant Are You to Your Customers? -- Data Is the Glue -- The New Marketing Mandate: Connected Marketing in the Era of the Connected Customer -- Note -- Chapter 2 The New Marketing Mandate -- Key Initiatives -- Metrics -- Customer Life Cycle Engagement -- Contextualization -- Organizational Buy-In -- Don't Boil the Ocean -- Agile Approach for Marketing -- Investing Where It's Needed -- Breaking through the Biggest Barriers to Marketing Success -- People -- Process -- Technology -- Chapter 3 Measuring Customer Experience Maturity -- To Be Successful Takes People, Process, and Technology -- Customer Experience Maturity Model -- Three Phases in the Customer Experience Maturity Model -- Stages in the Customer Experience Maturity Model -- Initiate -- Radiate -- Align -- Optimize -- Nurture -- Engage -- Lifetime Customers -- Mapping to Capabilities -- Crawl, Walk, Run, Fly! -- Next Steps: How Mature Is Your Organization? -- Notes -- Chapter 4 How Does Your Organization Compare? -- The Time for Change Is Now -- Biggest Barrier to Marketing Maturity -- How Do You Compare to Your Industry? -- How Do We Measure Success? -- How Does Your Top-Level Management Compare for Involvement with Digital Strategy? -- How Do You Compare in Optimizing for Mobile Devices? -- How Do You Compare in Using Segmented Email Campaigns? -- How Do You Compare in Using Testing to Optimize Customer Experience? -- How Do You Compare in Using Personalization to Be More Relevant? -- How Do You Compare in Using Behavioral Targeting to Adapt to Visitor Browsing? -- How Do You Compare to Organizations Using Marketing Automation?.. - Benefits of Nurturing -- Benefits to Your Customers -- Benefits to Your Organization -- What You Need to Do to Nurture Customers -- How to Approach Nurturing -- Identify Processes to Nurture Customers -- Breaking Barriers -- Moving to a Higher Level -- Steps for Developing an Approach to Cross-Channel Nurturing -- Identifying Nurture Processes -- Identifying Technology Needs -- Email Marketing -- How Long Will It Take? -- How Do You Know You Are There? -- Notes -- Chapter 10 Stage 6-Engage -- The Engage Stage -- Objectives of the Engage Stage -- Case Story: AustralianSuper -- Benefits of Engage: The Single View of the Customer -- Benefits to Your Customers -- Benefits to Your Organization -- What You Need to Do -- Creating a Single View of Your Customer -- Breaking Barriers -- People Barriers -- Technology Barriers -- Organizational Barriers -- Moving to the Higher Level of Engage -- How Long Will It Take? -- How Do You Know You Are There? -- Notes -- Chapter 11 Stage 7-Lifetime Customers -- The Lifetime Customers Stage -- Objectives -- Amazon.com, an Example of Stage 7 Maturity -- Benefits of Lifetime Customers -- Benefits to Your Customers -- Benefits to Your Organization -- What You Need to Do to Capture Lifetime Customers -- How to Approach Marketing for Lifetime Customers -- Identifying Processes Critical to Engaging Lifetime Customers -- Cross-Channel Marketing Portfolios -- Data-Driven Marketing and Big Data -- Personalize All Touch Points -- Automatic Recommendations to Optimize Marketing and Forecasting -- Breaking Barriers -- Maintaining Lifetime Customers -- People -- Process -- Technology -- How Long Will It Take? -- How Do You Know You Are There? -- Notes -- Chapter 12 Growing Your Organization and Roles -- To Win, You Need the Best Resources -- Roles You Need on Your Team -- Marketers -- Digital Analysts -- Acquisition Marketer.. - Benefits to Your Customers -- Benefits to Your Organization -- What You Need to Do to Align -- How to Align Marketing with Strategic Objectives -- Identifying Strategic Themes -- Identifying Strategic Objectives -- Identifying Marketing Objectives -- Identifying Digital Goals That Drive Marketing Objectives -- What You Need to Do to Measure Impact and Alignment -- What Is Engagement Value? -- What Is an Engagement Value Scale? -- Experience Analytics Complements Traditional Analytics -- What You Need to Do with Experience Analytics -- Measuring Marketing Impact and Effectiveness with Value and Value per Visit -- Balancing Impact and Effectiveness across Channels -- Marketing Impact and Effectiveness by Campaign or Asset -- Improving Campaign Performance with the Marketing Optimization Matrix -- MOM Helps Marketers Take Action -- Additional Ways to Increase Alignment -- Aligning to Increase Acquisition Marketing -- Aligning with Sales -- Aligning Customer Intelligence throughout Your Organization -- Breaking Barriers -- Moving to a Higher Level of Marketing -- Knowing You Have Arrived -- Chapter 8 Stage 4-Optimize -- The Optimize Stage -- Objectives of the Optimize Stage -- Case Story: QT Mutual Bank -- Benefits -- Benefits to Your Customers -- Benefits to Your Organization -- What You Need to Do -- Contextualization -- Connect Your Data -- User Scenarios -- Testing to Optimize the Experience -- Establish a Marketing Taxonomy -- Extend Customer Experiences with New Owned Channels -- Collect Data by Applying Content Profiles -- Breaking Barriers -- Moving to a Higher Level of Marketing -- The Quick Win Approach -- People, Process, and Technology -- How Long Will It Take? -- How Do You Know You Are There? -- Note -- Chapter 9 Stage 5-Nurture -- The Nurture Stage -- Objectives of the Nurture Stage -- Case Story: QualityCare™ by LEO Pharma.. - Channel Experts -- Data Analyst or Data Scientist -- Emerging Roles -- The Chief Digital Officer or Chief Marketing Technologist -- Experience Architect -- Organizational Structure -- Digital Center of Excellence -- Hub-and-Spoke Organization -- The Innovation Team -- Chapter 13 Selling to the Board -- Realizing There Is a Gap -- Inspiration Workshop -- Undercover Approach -- The Journey Toward Connected Customer Experiences -- Note -- Appendix -- About Sitecore -- About Sitecore Business Optimization Services -- The SBOS Manifesto -- About the Authors -- Acknowledgments -- Connect Websites -- Index -- EULA.. - How Do You Compare to Those Having a Single View of the Customer across Online and Offline Touch Points? -- How Do You Compare in Using Predictive Analytics to Steer Content Targeting for Specific Customers? -- Mapping People, Process, and Technology to the Customer Experience Maturity Model -- Technology -- People -- Process -- Where Are Organizations Investing? -- What Must You Do? -- Every Industry Has a Customer Experience Leader -- Notes -- Chapter 5 Making It Happen! -- What Barriers Are Preventing You from Maturing? -- Steps to Successfully Improve Marketing -- Burning Platform Method of Organizational Change -- John Kotter's Eight-Step Model of Organizational Change -- Trapeze Theory Model of Organizational Change -- Common Barriers to Increasing Maturity and How to Break Through -- Barrier 1: Lack of Understanding Return on Investment (Early Stages) -- Barrier 2: Lack of Strategic Direction (Early Stages) -- Barrier 3: Lack of Resources, or How to Focus the Resources You Have (Early to Middle Stages) -- Barrier 4: Caught in a Technology Silo (Middle Stages) -- Barrier 5: Lack of Executive Buy-In (Middle Stages) -- Notes -- Chapter 6 Stage 1-Initiate, and Stage 2-Radiate -- The Initiate and Radiate Stages -- Objectives of Initiate and Radiate -- Case Story: Chester Zoo -- Marketing Is under Attack on Two Fronts -- Benefits to Your Customer -- Benefits to Your Organization -- Process for Identifying Critical Content -- Identifying Your Customers and Visitors -- Planning Your Customer's Journey -- It's Not Just Content -- It's Also Context -- Creating the Digital Relevancy Map -- Identifying Content to Match the DRM -- Breaking Barriers -- Moving to a Higher Level of Marketing -- Knowing You Have Arrived -- Notes -- Chapter 7 Stage 3-Align -- The Align Stage -- Objectives of the Align Stage -- Case Story: FK Distribution -- Benefits of Aligning.. - Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important. Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead - Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers to remain relevant Craft a personal, relevant, and accessible customer journey that engages the connected customer Keep in touch throughout the customer's life cycle, both online and offline Link digital goals and metrics to business objectives for a more relevant strategy Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.
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| Emner | |
| Sjanger | |
| Dewey | |
| ISBN | 9781118963609
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| ISBN(galt) |
