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"Marketing is going through a revolution that rivals the impact of Gutenberg's printing press. Customers are in control and marketers have become an unnecessary annoyance. Smart marketers have learned to think in new ways, use new technology, and apply new processes. They've moved to a higher level that achieves their business objectives while being more relevant to the customer.In this "age of the customer," a marketer's message must be personal, relevant, and accessible at all touch points throughout acustomer's life cycle, both online and offline. This takes new ways of thinking and new processes to be relevant to individual customers, to be accessible through multiple online and offline channels, and to link digital goals and metrics to business objectives.It's a tough new world of marketing, but Owning the Customer Experience takes you inside this world to see how the winners are jumping ahead of their competitors. "--
Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition! Today, you face a brutally tough, maddeningly elusive new competitor: the “wisdom of crowds.” Social media gives consumers 24x7 access to the attitudes and recommendations of their most engaged peers. These are the views that shape buying decisions. These are the views you must shape and use. Influence Marketing won’t just help you identify and enlist key influencers: it will help you manage the influence paths that lead consumers to buy. By sharing empirical evidence of hard-won lessons from pioneering influence marketers, Danny Brown and Sam Fiorella provide a blueprint that moves influence marketing beyond simple brand awareness and into sales acquisition and customer life time value measurement. They integrate new tools and techniques into a complete methodology for generating more and better leads—and converting them faster, at higher margins. • Put the customer—not the influencer—at the center, and plan influence marketing accordingly • Recognize where each prospect stands in the purchase life cycle right now • Clarify how your consumers move from brand preference to purchase • Identify key micro-influencers who impact decisions at every stage • Gain indispensable insights into the context of online relationships • Recognize situational factors that derail social media brand recommendations • Understand social influence scoring models and overcome their limitations • Re-engineer and predict influence paths to generate measurable action • Master the “4 Ms” of influence marketing: make, manage, monitor, measure • Transform influence marketing from a “nice-to-have” exercise into a powerful strategy Additional online resources can be found at www.influencemarketingbook.com
When Chris Zane bought his bicycle shop at age 16, his business struggled until he discovered the secret that catapulted his store into one of the largest in the country. His secret? Provide unbelievable, over the top, excessively generous customer service. Chris Zane isn’t a management consultant or professor preaching a theory of customer service; he’s a hands-on entrepreneur whose customer service approach has yielded enormous success. Zane has become a business celebrity, including being featured in the most recent round of American Express television ads. Featured in the New York Times and in Associated Press articles and bestowed numerous awards for its unique business practices and outstanding customer relations, Zane’s Cycles has produced ideas thought by many to be pie-in-the-sky. But these counterintuitive concepts have proven to be hard-headed and effective. For example, Zane’s offers a trade-in program for families who can turn in bicycles their kids have outgrown for a 100 percent credit toward new ones. Initially thought impossibly generous, this program has proven to be good business. Experience and a clear understanding of the lifetime value of a customer makes this program, and many others Zane’s implements, work. In Reinventing the Wheel, commonly overlooked elements that make a business exceptional are revealed. Zane produces a case study unlike any other—one that shows the importance of investing in customers and employees and how businesses are really selling experiences, not products. His philosophies and tried-and-true methods of guerilla marketing will show entrepreneurs and business owners how to knock out the competition while thriving in any kind of economy and doing good for the community along the way.
Interaction Design explores common pitfalls, effective workflows and innovative development techniques in contemporary interaction design by tracking projects from initial idea to the critical and commercial reception of the finished project. The book is divided into six chapters, each focusing on different aspects of the interaction design industry. Exploring design projects from around the world, the authors include examples of the processes and creative decisions behind: – Apps, games and websites – Responsive branding – Complex, large-scale services – Interactive museum installations – Targeted promotions – Digital products which influence real-world situations Each case study includes behind-the-scenes development design work, interviews with key creatives and workshop projects to help you start implementing the techniques and working practices discussed in your own interaction design projects. From immersive tourist experiences, to apps which make day-to-day life easier, the detailed coverage of the design process shows how strategists, creatives and technologists are working with interactive technologies to create the engaging projects of the future.
Sitecore was recently recognized as one of the most reputable/reliable web content management solutions (WCMS) in the marketplace. Thousands of companies use Sitecore to help manage their web and mobile digital properties. Sitecore is a very large, complex platform that performs many robust functions and capabilities. As such, marketers and end users often have a hard time coming up to speed on the technology. Practical Sitecore 8 Configuration and Strategy: A User Guide for Sitecore's Content and Marketing Capabilities provides that opportunity. The flow of the book will take newbies step-by-step on how to configure Sitecore content, personalization, and marketing automation capabilities. Sprinkled in through the book will be callouts that highlight strategies and best practices—taking the book beyond just the “how to” step-by-step procedures that can be found elsewhere. Practical Sitecore 8 Configuration and Strategy: Brings you up to speed on Sitecore without requiring a training class. Provides the information in a clear, logical outline that takes users from simple, foundational concepts to more advanced concepts at the end. Rounds out existing sources of documentation with strategies and best practices from real-world experience. What You'll Learn How to manage content in Sitecore How to create web forms and landing pages How to optimize the site through personalization and A/B/N testing How to use Sitecore for your marketing campaigns How to leverage analytics for custom measurement/engagement strategies How to create a robust governance plan for your Sitecore properties Who This Book Is For The key target audience for this book are content administrators (content authoring, forms development, etc.) and digital marketers (campaigns, analytics, marketing automation, experience optimization, etc.) using the Sitecore platform.
Brands that thrive and profit from employee and customer empowerment generate significantly greater awareness and revenues, while also decreasing the costs of marketing, selling, and customer service. However, employees must engage in public, real-time conversations. And most people are not professional communicators. Achieving those outcomes requires new skills, business processes, governance, measurement, and infrastructure. In addition, leaders must learn new ways of managing risk, while helping employees build and manage external relationships in real time. Now, in The Most Powerful Brand on Earth, social business pioneers Chris Boudreaux and Susan Emerick help you successfully manage all these changes. Drawing on their experience leading social media transformations at IBM and other top companies, they present frameworks and case studies from key innovators that show how to -Leverage the surprising dynamics of online influence -Plan, execute, and manage the development of key relationships -Measure outcomes and performance in effective and useful ways -Resolve crucial security, privacy, and regulatory issues that arise when others represent you online -Gain crucial support from leaders, participants, and other stakeholders -Empower the people and teams you attract, hire, and support -Navigate cultural and process changes that will make or break your program -Preview trends that will shape your social empowerment programs in coming years
Structure templates and content within Sitecore, work with integrated tools, and leverage its extensive automation capabilities. Sitecore was recently recognized as one of the most reputable and reliable, enterprise-class web content management solutions (WCMS) available in the marketplace. Thousands of companies are using Sitecore to manage their digital experiences online. Because Sitecore is such a large, complex platform, developers often have a hard time coming up to speed, even after completing a Sitecore training course for developers. However, leveraging the design patterns and other practices laid out in this book will make that transition much easier. Professional Sitecore 8 Development provides a soup-to-nuts approach for a Sitecore rookie to come up to speed quickly, as well as provide more advanced techniques for seasoned veterans that they may not be exposed to otherwise. Key coverage areas include: Getting started with Sitecore development Front-end development techniques Incorporating design patterns into your Sitecore solutions Unit testing Sitecore applications Programming Sitecore’s marketing capabilities Sitecore automation with PowerShell Advanced development techniques What you’ll learn Develop solutions on the Sitecore platform Come up to speed on Sitecore without going through a training class Build front-end (HTML, CSS, Angular, etc.) solutions as well as back-end (C#) solutions on Sitecore Incorporate design patterns into your Sitecore solutions Make use of advanced Sitecore development techniques Who This Book Is For The book is a developer’s companion, both front end and back end developers. The target audience is both developers who have zero Sitecore experience, as well as seasoned veterans looking for advanced best practices. A secondary audience would be Sitecore administrators who would benefit from discussions around performance tuning and security.

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