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Full Description
The book complements the current body of knowledge in business-to-business marketing with the experience of many professionals ranging from marketers to top management of a leading automotive semiconductor supplier worldwide. It presents unique and adaptable practical concepts, case studies, and tested models from practice. The book operationalizes the theory of approaches such as omni-channel marketing, and target driven performance marketing into practical and actionable approaches in large B2B companies in automotive sectors. The change management nature of the digital transformation of marketing is a common thread throughout the book and the experience of more than 10 practitioners, allowing readers to relate the content directly to their own business reality.
Contents
PART 1: Understanding Digital Marketing in the Automotive Semiconductor Industry.- Chapter 1. Opportunities of and Necessities for a Digital Transformation in Sales and Marketing in a Leading Electronics Company.- Chapter 2. Digital Customer Engagement in the Automotive Semiconductor Industry: Leveraging Continuous Disruption.- Chapter 3. The key role of disruptive digital marketing approaches in the automotive electronics market.- Chapter 4. Overcoming Barriers to Digital Marketing in the Automotive Electronics Industry Through Ambidexterity Design Guidelines.- PART 2: Deep Dives into Organizational Design, Strategy and Operation as well as Target Model implementation.- Chapter 5. A practical guide to setting and achieving digital marketing goals following a plan-do-check-act approach.- Chapter 6. The importance of a focused and standardized operating model in managing Digital Customer Engagement.- Chapter 7. A framework for orchestrating higher-level processes for successful digital customer engagement - A plaidoyer for a digital marketing cortex.- PART 3: Configuring Campaigns and Optimizing digital customer engagement as well as and insights from academia and other industries.- Chapter 8. Designing Campaigns and Optimizing Campaign Performance - The ingredients of campaign excellence.- Chapter 9. Meaningful Marketing Content for Automotive Customer: A process guide for modular, buyer persona centric and channel optimized content creation.- Chapter 10. In Pursuit of a Scalable Channel Optimization in B2B.- Chapter 11. Advancing from a scalable marketing approach into a digital self-service sphere.- Chapter 12. Separating the useful from the harmful: How the core competence of filtration drives digital marketing transformation.- Chapter 13. Enhancing the Customer Journey with Digital Self-services.
