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Full Description
&>will control your brand relationship, there's only way to winthem do it. The Opt-Out Effect shows you how.Marketing thought leader Gerald Smith brings together new research data, powerful strategies, and indispensable tools for implementing customer-centric brand management that supports today's customers and earns their loyalty.You'll master new digital brand management best practices hands-on, via realistic exercises and well-tested worksheets and templates you can use in your own environment. Nicholson and Smith ground their recommendations in evidence, unveiling important new research from Pitney Bowes and Kitewheel that illuminates the viewpoints of nearly 1,000 marketers and 1,000 consumers across several leading industries.Learn how to:Quantify what opt-out is costing your business in dollars and centsControl opt-out by empowering customers with opt-up, opt-down, and opt-in user preferencesReframe brand strategy as customer-centric, building on radically new assumptions, languages, and beliefs about marketingUse customer analytics to listen to, sense, and engage customers "in the moment"Apply customer-centric concepts such as Opt-Out Monetization, Customer-Driven Brand Loyalty, Customer-Driven Lifetime Value, and Customer-Driven Brand EquityProfitably empower customers to control their messaging, media, channels, offerings, and moreIntegrate your key customer relationship measures in a complete e-driven customer managed marketing framework that helps you clarify your goals, priorities, and performance
Contents
Acknowledgments xiiAbout the Author xiiiIntroduction xivChapter 1: The Age of the Customer 1Chapter 2: The Opt-Out Effect 33Chapter 3: The New Look of Loyalty 69Chapter 4: Customer-Managed Experience 119Chapter 5: Managing Moments of Truth and Opt-Out 163Chapter 6: The New Brand Manager in the Digital Economy 201Index 235
