Nicht analog glauben. Digital wissen. Die Digitalisierung hat die Spielregeln, nach denen Menschen ticken und erfolgreiche Unternehmen handeln, grundlegend verändert. Das ist alles andere als neu. Umso erschreckender ist es, dass gerade im Marketing viele an analogen Denkmustern festhalten. Denn nur wer sich der digitalen Evolution wirklich konsequent öffnet und mit ihr geht, wird langfristig bestehen. Wer klassisch wirbt, stirbt. Es ist an der Zeit, den Schalter im Kopf von analog auf digital umzulegen. In diesem Buch erfahren Sie, wie das gelingt und mit welchen Strategien, Konzepten und Werkzeugen Sie Ihre Zielgruppen gezielt erreichen, anstatt auf gut Glück mit der Schrotflinte auf die Jagd zu gehen. Warum funktioniert Marketing in der digitalen Welt so anders? Wie denke und werbe ich digital? Wie kann man nicht nur kreativ sein, sondern mithilfe valider Daten wirklich durchschlagende Ideen, Kampagnen und Maßnahmen entwickeln egal in welchem Kanal? Wie beginnt man mit ganzheitlichen Marketingbotschaften zu überzeugen, statt sich in einzelnen Werbekanälen zu verlieren? Wie macht man die Wirkungen und den Erfolg einzelner Maßnahmen besser messbar? Diese und weitere Fragen beantworten die Bestseller-Autoren Felix und Klaus Holzapfel sowie Sarah Petifourt und Patrick Dörfler, die ihre jahrelange Erfahrung aus unzähligen Marketing-Kampagnen in diesem Buch gebündelt haben.
THE NEW LAWOF MARKETING ´´The Next Evolution ofMarketing is a true beaconfor all brand builders.Many books claim that,Bob´s book delivers.´´ Jim Stengel, former GlobalMarketing Officer, Procter & Gamble ´´Some timeless truthsrestored for modernmarketing-and many newones added. An inspiringreminder of the value ofbrand behavior and how tomake it happen.´´ Sir Martin Sorrell, CEO, WPP ´´Persuasion has given wayto sharing, and marketingwill never be the same.´´ John Gerzema, Chief InsightsOfficer, Young & Rubicam, andcoauthor of The Brand Bubble ´´Bob Gilbreath brilliantlyshows why we´re nolonger living in our fathers´marketing era. Better yet,he details how marketingworks best when it addsvalue to people´s lives, andhe provides a playbookfor success.´´ David Meerman Scott,bestselling author of The NewRules of Marketing & PR andWorld Wide Rave ´´This book provides aframework and compellingexamples for creating thenext generation of cultureleadingbrands.´´ Mark Greatrex, SeniorVice President, MarketingCommunications and Insights,The Coca-Cola Company ABOUT THE BOOK: Marketing with Meaning-The Breakthrough Strategy for Connecting with Customers! The old interruptive model of marketingdoesn´t work. Customers are tuning out.They no longer listen to in-your-face messages.Instead, they demand meaning inthe brands they buy and the marketing thatreaches them. Marketing strategist Bob Gilbreath´s hotnew concept, Marketing with Meaning,represents the next evolutionary step in aprogression following direct marketing andpermission marketing. This groundbreakingmethodology engages customers and winstheir business by adding value to their lives.Rather than pushing a product or service,Marketing with Meaning woos customers byoffering them something of value independentof purchase. In The Next Evolution of Marketing, Gilbreathunveils a revolutionary new approach tobusiness that fills the gaping voids left inbottom lines when people started tuning out.Gilbreath describes the marketing revolutionnow underway and the powerful forces drivingit. Inside, he provides Marketing withMeaning success stories, including: * Samsung´s laptop and cell phonecharging stations, which are nowfound in more than 50 airportsthroughout the United States * Dove´s Campaign for Real Beautyand its viral video ´´Evolution,´´which has been viewed more than100 million times * Burger King´s Xbox advergames,which helped boost the company´sprofits by 40 percent in one year This first-ever comprehensive model for creatingand managing a meaningful marketingcampaign uses in-depth case studies of successfulcampaigns and explains how to developand execute a solid strategy for meetingcustomers´ needs. It also arms you with anoriginal set of metrics for precisely measuringthe effectiveness of your initiatives. You simply cannot afford to get left behind inadvertising´s ´´golden age´´ of interrupt, tell,and sell marketing. Marketing with Meaningis how your customers demand business bedone today and tomorrow. The Next Evolutionof Marketing is your guide to survivingand thriving in this marketing revolution.
Das Internet entwickelt sich immer stärker zum Leitmedium für die Unternehmens- und Markenkommunikation. Eine Vielzahl von Kommunikationsinstrumenten gibt den Unternehmen neue Kontaktmöglichkeiten mit dem Kunden. Markenmanager stehen vor der Herausforderung, diese Instrumente im Sinne der modernen Marketingkommunikation ganzheitlich zu führen. Sie müssen die neuen Zugangswege zu ihrer Marke beherrschen, die mit dem Medium neu gewonnene Interaktivität mit der Marke ermöglichen und die Reaktionen und Diskussionen der Konsumenten auf die Markenführung in den sozialen Medien bedienen. Hier setzt das vorliegende Praxishandbuch ´´Brand Evolution´´ an. Es präsentiert die wesentlichen Aspekte der Markenführung im Internet. Wissenschaftler stellen die Erkenntnisse der Markentheorie dar, Praktiker aus der verschiedenen Industriezweigen schildern, wie die Instrumente der Markenführung im Netz konkret eingesetzt werden. Fallbeispiele veranschaulichen die Umsetzung in der Unternehmenspraxis.
Get on board the next massive marketing revolution AI for Marketing and Product Innovation offers creatives and marketing professionals a non-tech guide to artificial intelligence (AI) and machine learning (ML)--twin technologies that stand poised to revolutionize the way we sell. The future is here, and we are in the thick of it; AI and ML are already in our lives every day, whether we know it or not. The technology continues to evolve and grow, but the capabilities that make these tools world-changing for marketers are already here--whether we use them or not. This book helps you lean into the curve and take advantage of AI´s unparalleled and rapidly expanding power. More than a simple primer on the technology, this book goes beyond the ´´what´´ to show you the ´´how´´: How do we use AI and ML in ways that speak to the human spirit? How to we translate cold technological innovation into creative tools that forge deep human connections? Written by a team of experts at the intersection of neuroscience, technology, and marketing, this book shows you the ins and outs of these groundbreaking technological tools. Understand AI and ML technology in layman´s terms Harness the twin technologies unparalleled power to transform marketing Learn which skills and resources you need to use AI and ML effectively Employ AI and ML in ways that resonate meaningfully with customers Learn practical examples of how to reinvest product innovation, brand building, targeted marketing and media measurement to connect with people and enhance ROI Discover the true impact of AI and ML from real-world examples, and learn the thinking, best practices, and metrics you need to capture this lightning and take the next massive leap in the evolution of customer connection. AI for Marketing and Product Innovation shows you everything you need to know to get on board.
The study explores organisational management issues in CRM and assesses how an organisation s members perceive CRM. The research is based on a survey of 27 sales and service personnel within a major computer and IT services provider. The study provides insight into the evolution of CRM systems, the processes involved such as the input activity, value creation and performance measurement. The research highlights the implications for marketing theory and practice and also makes research recommendations for the future. The research involved in-depth exploration of the complex processes involved, attitudes and behaviours. This encompassed in-depth personal interviews with sales managers, sales people and other managers in related posts within the supply firm. The qualitative data provided an insight into the company s experience with the CRM system. Followed by a quantitative survey using a questionnaire to gain understanding of customers and get their perspective.
The first, foundational book on blockchain technology, from the bestselling author of Wikinomics Don Tapscott and blockchain expert Alex Tapscott, now in paperback with a new preface and chapter explaining recent developments in the world of blockchain, including cryptoassets, ICOs, smart contracts, and more. ´´This book has had an enormous impact on the evolution of blockchain in the world.´´ -Satya Nadella, CEO, Microsoft Corporation In this revelatory book, Don and Alex Tapscott bring us a brilliantly researched, highly readable, and essential book about the technology driving the future of the economy. Blockchain is the ingeniously simple, revolutionary protocol that allows transactions to be simultaneously anonymous and secure by maintaining a tamperproof public ledger of value. Though it´s best known as the technology that drives bitcoin and other digital currencies, it also has the potential to go far beyond currency, to record virtually everything of value to humankind, from birth and death certificates to insurance claims, land titles, and even votes. As with major paradigm shifts that preceded it, blockchain technology will create winners and losers. This book shines a light on where it can lead us in the next decade and beyond.
Stay ahead of the sales evolution with a more efficient approach to everything Hacking Sales helps you transform your sales process using the next generation of tools, tactics and strategies. Author Max Altschuler has dedicated his business to helping companies build modern, efficient, high tech sales processes that generate more revenue while using fewer resources. In this book, he shows you the most effective changes you can make, starting today, to evolve your sales and continually raise the bar. You´ll walk through the entire sales process from start to finish, learning critical hacks every step of the way. Find and capture your lowest-hanging fruit at the top of the funnel, build massive lead lists using ICP and TAM, utilize multiple prospecting strategies, perfect your follow-ups, nurture leads, outsource where advantageous, and much more. Build, refine, and enhance your pipeline over time, close deals faster, and use the right tools for the job--this book is your roadmap to fast and efficient revenue growth. Without a reliable process, you´re disjointed, disorganized, and ultimately, underperforming. Whether you´re building a sales process from scratch or looking to become your company´s rock star, this book shows you how to make it happen. Identify your Ideal Customer and your Total Addressable Market Build massive lead lists and properly target your campaigns Learn effective hacks for messaging and social media outreach Overcome customer objections before they happen The economy is evolving, the customer is evolving, and sales itself is evolving. Forty percent of the Fortune 500 from the year 2000 were absent from the Fortune 500 in the year 2015, precisely because they failed to evolve. Today´s sales environment is very much a ´´keep up or get left behind´´ paradigm, but you need to do better to excel. Hacking Sales shows you how to get ahead of everyone else with focused effort and the most effective approach to modern sales.
This book proposes that, within the automotive industry, revised marketing principles and innovative marketing strategies are needed to address more effectively the unprecedented challenges posed by the modern digital revolution. The starting point for these proposals is a thorough analysis of the evolution of marketing in the industry across three ages of technological innovations - the mechanical, the electronic, and the digital. The main objectives are first, to illustrate how study of the past can help carmakers as they move forward into the unknown, and second, to identify the main choices that they will face. The central premise is that unusual times call for unusual strategies. By mining the past in order to foresee likely future developments regarding competition and marketing strategies within the car industry, the book will appeal both to researchers and to present or future managers in the automotive and other innovation-driven sectors.