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Pump up your business with the latest, greatest marketing techniques
This updated edition of Marketing for Dummies will walk you through the latest marketing technologies and methods, including customer experience, retargeting, digital engagement across all channels and devices, organic and paid SEO, Google ads, social media campaigns and posts, influencer and content marketing, and so much more. You'll discover what works, what doesn't, and what is best for your business and budget.
Learn the marketing and sales strategies that work in any economy
Discover how to engage customers with trust and enthusiasm
Understand post-pandemic changes in consumer attitudes
Discover new tools and technologies for finding customers and inspiring loyalty
Adapt your brand, pricing, and sales approach to make your business more valuable
Avoid common marketing mistakes and learn how to measure the impact of your efforts
In a post-pandemic, up or down economy, it's harder than ever to meet highly complex and ever-changing customer expectations. The top-selling Marketing For Dummies covers basics like sales strategy, channel selection and development, pricing, and advertising. We also teach you complex elements like personalization, customer behavior, purchasing trends, ESG ratings, and market influences. With this complete guide, you can build a business that not only competes in a challenging market, but wins.
For small to mid-size business owners and marketing professionals, Marketing For Dummies lets you harness the latest ideas to drive traffic, boost sales, and move your business forward.
Contents
Introduction 1
Part 1: Marketing in a Thriving Consumer Culture 5
Chapter 1: Understanding Consumer Values and Mind-sets 7
Chapter 2: Triggering the Psychology of Choice for Lifetime Value 21
Chapter 3: Engaging Experiences and Journeys That Drive Sales and Loyalty 43
Part 2: Building a Strategy for LTV and ROI 59
Chapter 4: Laying a Foundation for Growth 61
Chapter 5: Researching Your Customers, Competitors, and Industry 77
Chapter 6: Creating a Winning Marketing Plan 99
Chapter 7: Content Marketing and Marketing Content 133
Part 3: Executing Across Channels 151
Chapter 8: Creative That Engages the Mind 153
Chapter 9: Optimizing Digital and Social Tools and Tactics 175
Chapter 10: Embracing the New Age of Advertising 201
Part 4: Powerful Ways to Build Sales through Email, Websites, and SEO 227
Chapter 11: Building Individual Value with Mass Personalization 229
Chapter 12: Building an Engaging and Winning Website 253
Chapter 13: Succeeding with Affordable SEO Strategies and Tactics 279
Part 5: Setting Your Brand Up for Sustainable Sales 297
Chapter 14: Leveraging Networks and Events 299
Chapter 15: Tuning In to the Right Sales Channel 315
Chapter 16: Prospecting and Selling for ROI 335
Part 6: The Part of Tens 357
Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them) 359
Chapter 18: Ten Ways to Measure Results (Beyond ROI) 363
Index 367
