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Stickier Marketing
How to Win Customers in a Digital Age
Move away from the old marketing system of shouting messages at people to a new model of customer engagement, where you can attract customers by providing value and becoming 'sticky'.
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EAN: 9780749471088
Edition: 2
Published:
Format: 234 x 156
272 pages
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About the book
In Sticky Marketing Grant Leboff argued that the old marketing system of shouting messages at people was finished, replaced by providing value around your product or service: brands needed to become sticky. This new edition of Sticky Marketing, Stickier Marketing, remains a complete guide to producing effective marketing communications in a world of consumers empowered by new digital technology who do not want to be shouted at but engaged with. It shows readers how providing return on engagement, rather than return on investment, and a customer engagement point, rather than a unique selling point, is what will make the difference in today's cluttered marketing place. Updated throughout, this new edition also includes brand new chapters on content marketing, discovery and mobile marketing.
About the authors
Grant Leboff is the founder of Sticky Marketing Ltd., a consultancy which advises clients on sales and marketing strategies, building their brand and positioning it as market leader in their particular sector. A regular speaker at conferences around the world, he is also a contributor to many business magazines and newspapers including, The Daily Telegraph, The Independent, and The Financial Times. Grant is also the author of the best-selling book, Sales Therapy, published by Wiley.
Table of contents
- Section - ONE: Prologue;
- Section - TWO: Setting the scene;
- Chapter - 01: Printing press to world wide web;
- Chapter - 02: Scarcity to abundance;
- Chapter - 03: Transactions to engagement;
- Section - THREE: Developing an effective marketing strategy;
- Chapter - 04: Benefits to problems;
- Chapter - 05: Products to experiences;
- Chapter - 06: Unique selling point to customer engagement points;
- Section - FOUR: Communicating the message;
- Chapter - 07: Messages to conversations;
- Chapter - 08: Image to reputation;
- Chapter - 09: Controlling to sharing;
- Section - FIVE: It’s not about you, it’s about the customer;
- Chapter - 10: Advertisements to content;
- Chapter - 11: Broadcast to discovery;
- Chapter - 12: Static to mobile;
- Section - SIX: Epilogue; Customers to communities
Reviews
Elite Business Magazine
...should be considered nothing less than gospel.
Talk Business
Grant says the world wide web has commoditised the world, and being good at what you do is the minimum entry level to be allowed to compete - this is very powerful advice. It's not about what your business does, it's about how it does it, and who you do it for.
- ...should be considered nothing less than gospel.
- Elite Business Magazine
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