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Full Description
Big data. Digital loyalty programs. Predictive analytics. Contextualized content. Are you ready? These are just a few of the newest trends in digital marketing that are part of our everyday world. In The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, digital marketing guru Larry Weber and business writer and consultant Lisa Leslie Henderson explain the latest digital tools and trends used in today's marketing initiatives. The Digital Marketer explains: * The ins and outs of this brave new world of digital marketing * The specific techniques needed to achieve high customer engagement * The modern innovations that help you outperform the competition * The best targeting and positioning practices for today's digital era * How customer insights derived from big and small data and analytics, combined with software, design, and creativity can create the customer experience differential With the authors' decades of combined experience filling its pages, The Digital Marketer gives every marketer the tools they need to reinvent their marketing function and business practices.
It helps businesses learn to adapt to a customer-centric era and teaches specific techniques for engaging customers effectively through technology. The book is an essential read for businesses of all sizes wanting to learn how to engage with customers in meaningful, profitable, and mutually beneficial ways.
Contents
Acknowledgments vii Foreword George F. Colony ix Introduction xiii 1 The 10 Essential Skills EveryMarketer Needs 1 2 How Organizations Are Adapting to the Customer-Centric Era 47 3 Build a Successful Marketing Career (Hint: Standing Still Is Extraordinarily Risky) 67 4 Design Valuable Customer Experiences 95 5 Find Actionable Insight in Big Data and Marketing Analytics 126 6 Employ Entrepreneurial Thinking for Discernment and Agility 157 7 Create a Content Experience Strategy That Delivers 177 8 Engage Customers via Social Communities 213 9 Maximize Marketing Impact with Converged Media 241 10 Drive Sales with Marketing Automation 266 11 CraftWorthwhile Loyalty and Digital Couponing Programs 283 12 Ignite Customer-Centricity Everywhere 299 Notes 317 Index 345
