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.
Autorentext
LARS BIRKHOLM PETERSEN manages the Sitecore Business
Optimization Services global team of consultants. He helps
organizations connect the experience across the different channels
their customers use.
RON PERSON is Senior Consultant, Business Optimization,
for Sitecore. He is the author of 26 books including Balanced
Scorecards and Operational Dashboards with Microsoft Excel from
Wiley.
CHRISTOPHER NASH is Senior Consultant, Business
Optimization, for Sitecore. He is an experience marketing
specialist who advises customers about strategies and best
practices for creating successful connected customer
experiences.
Zusammenfassung
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.
Inhalt
Foreword Brian Solis ix
Introduction xiii
Chapter 1 The Customer Is in Control 1
Welcome to the Era of the Connected Customer 2
The Future 3
Trust as the New Currency 3
How Relevant Are You to Your Customers? 7
Data Is the Glue 8
The New Marketing Mandate: Connected Marketing in the Era of the Connected Customer 8
Chapter 2 The New Marketing Mandate 9
Key Initiatives 9
Don't Boil the Ocean 14
Agile Approach for Marketing 14
Investing Where It's Needed 15
Breaking through the Biggest Barriers to Marketing Success 16
Chapter 3 Measuring Customer Experience Maturity 18
To Be Successful Takes People, Process, and Technology 19
Customer Experience Maturity Model 19
Three Phases in the Customer Experience Maturity Model 20
Stages in the Customer Experience Maturity Model 23
Mapping to Capabilities 30
Crawl,Walk, Run, Fly! 30
Next Steps: How Mature Is Your Organization? 32
Chapter 4 How Does Your Organization Compare? 33
The Time for Change Is Now 33
Biggest Barrier to Marketing Maturity 34
How Do You Compare to Your Industry? 35
How DoWe Measure Success? 38
How Does Your Top-Level Management Compare for Involvement with Digital Strategy? 39
How Do You Compare in Optimizing for Mobile Devices? 39
How Do You Compare in Using Segmented Email Campaigns? 40
How Do You Compare in Using Testing to Optimize Customer Experience? 40
How Do You Compare in Using Personalization to Be More Relevant? 41
How Do You Compare in Using Behavioral Targeting to Adapt to Visitor Browsing? 41
How Do You Compare to Organizations Using Marketing Automation? 41
How Do You Compare to Those Having a Single View of the Customer across Online and Offline Touch Points? 42
How Do You Compare in Using Predictive Analytics to Steer Content Targeting for Specific Customers? 42
Mapping People, Process, and Technology to the Customer Experience Maturity Model 43
Where Are Organizations Investing? 46
What Must You Do? 48
Chapter 5 Making It Happen! 54
What Barriers Are Preventing You from Maturing? 54
Steps to Successfully Improve Marketing 55
Common Barriers to Increasing Maturity and How to Break Through 62
Chapter 6 Stage 1Initiate, and Stage 2Radiate 66
The Initiate and Radiate Stages 66
Case Story: Chester Zoo 69
Marketing Is under Attack on Two Fronts 70
Process for Identifying Critical Content 75
Breaking Barriers 88
Moving to a Higher Level of Marketing 89
Knowing You Have Arrived 89
Chapter 7 Stage 3Align 91
The Align Stage 91
Case Story: FK Distribution 93
Benefits of Aligning 95
What You Need to Do to Align 97
What You Need to Do to Measure Impact and Alignment 106
What You Need to Do with Experience Analytics 110
AdditionalWays to Increase Alignment 118
Breaking Barriers 119
Moving to a Higher Level of Marketing 120
Knowing You Have Arrived 120
Chapter 8 Stage 4Optimize 122
The Optimize Stage 122
Case Story: QT Mutu…