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Sinopsis
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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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.
De la contraportada
<p>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. It’s more important than ever to have connected marketing that is relevant to customers’ needs across myriad channels.</p> <p><i>Connect</i> is the hands-on resource for succeeding in the new age of marketing that demands organizations create world-class, relevant, and connected customer experiences. Lars Birkholm Petersen, Ron Person, and Christopher Nash offer tactics that can be put in place today while at the same time helping to set the long-term vision and planning for effective marketing. The authors—experts in the field of experience marketing—show what it takes to become relevant to individual customers, to be accessible through multiple online and offline channels, and to link digital goals and metrics to business objectives. This marketing strategy does more than simply increase the customer base; it changes customers into lifetime advocates.</p> <p>The authors reveal how to connect with different groups of customers and their different intents, motivations, emotions, and decision processes throughout the different stages of the customer journey. In many organizations—for example, hospitals, municipalities, nonprofits, and so forth—they aren’t selling products, but a decision and commitment are still necessary. For most organizations, branding and loyalty are critical to their overall success. To ensure that success, <i>Connect</i> shows how to create marketing that is personal, relevant, and accessible at all touch points throughout a customer’s life cycle, both online and offline.</p> <p><i>Connect</i> is a comprehensive and accessible guide to customer focused marketing. It is filled with compelling examples, recommendations, initiatives, work-arounds, and step-by-step processes on how leaders can move their team to a higher level of marketing excellence. The book’s companion website includes a wealth of fresh content, structural frameworks, high-resolution illustrations, templates, and organizational assessments, that will help your organization grow it’s customer experience maturity.</p> <p>It’s a tough new world of marketing, but <i>Connect</i> takes you inside this world to reveal how you can jump ahead of your competitors.</p>
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Connect: How to Use Data and Experience Marketing to Create Lifetime Customers
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Connect: How to Use Data and Experience Marketing to Create Lifetime Customers
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