Hoboken, NJ (PRWEB) April 22, 2014
Marketers have been gulping down change for the last decade. Low-cost and ubiquitous communications technology has rapidly changed human behavior, causing seismic shifts in marketing philosophy, practices, and careers. At its core, marketing is still about creating and keeping customers, but the ‘how-to’ questions for accomplishing this have changed considerably.
In THE DIGITAL MARKETER: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric (Wiley, April 2014), digital marketing evangelist, Larry Weber and author Lisa Leslie Henderson navigate the reader through the brave new world of digital marketing and explore the unprecedented opportunities now available for companies to realize the customer-centricity they have been discussing for decades.
THE DIGITAL MARKETER details it all: big data, social communities, marketing automation, software integration, native advertising, location-based services, design thinking, digital loyalty programs, rich content, converged media strategies, marketing attribution analysis, and more.
These new concepts and practices are disruptive, multifaceted and overwhelming. THE DIGITAL MARKETER reduces this complexity by synthesizing what at first appears as miscellany into ten skills, using concrete case studies and examples as illustrations. The authors also develop an overarching context to explain how these skills work in sync to create remarkable customer experience—the primary source of differentiation for organizations across every sector going forward.
Filled with practical takeaways and supplemental resource information, including ongoing discussions on Twitter (#thedigitalmarketer), THE DIGITAL MARKETER explores how marketers are:
-Crafting targeted, contextualized interactions to break through today’s content overload and drive awareness, sales, and ongoing engagement;
-Creating effective and integrated multi-media storytelling for today’s onmichannel marketing environment;
-Becoming experience architects and enhancing customer engagement and experience, through design thinking, behavior science, and customer journey analysis;
-Using big data and marketing automation to prioritize marketing efforts, nurture and score leads, and drive profitable engagement throughout the customer journey;
-Capturing the attention of new audiences, prospects, and existing customers by reimagining and combining owned, earned, and paid media;
-Embracing entrepreneurial decision-making practices to enhance agility and and build relevant evidence for and against choices;
-Transforming anonymous transactions into collaborative customer relationships that are mutually rewarding.
Larry Weber and Lisa Leslie Henderson are available for interviews and speaking opportunities about the current marketing landscape, its evolution, and the ten new marketing skills, as well as:
- The evolution of the marketing and communications industry: past, present, and future
- The changing relationship between today’s CMO and CIO
- How social media is likely to evolve
- The Big Four—Amazon, Google, Apple, and Facebook—Who’s going to win
- How the C-Suite is changing
- How both political parties can benefit from more sophisticated digital marketing
ABOUT THE AUTHORS:
Larry Weber is a globally known expert in public relations and marketing services, passionate about the convergence of technology, the web and communications. He is Chairman and CEO of Racepoint Global, an advanced marketing services agency. Weber previously founded Weber Shandwick, the world's largest PR firm. He is the Chairman of the Board of Directors of the Massachusetts Innovation and Technology Exchange (MITX), the world's largest Internet marketing association. Weber is a frequent public speaker on the future of marketing, the social web and building communities online. He is also the author of four additional books on marketing, technology, and leadership. (@thelarryweber)
Lisa Leslie Henderson writes, teaches, and consults on the changing face of marketing, creativity, innovation, and social entrepreneurship. She enjoys contributing to the work of several organizations that are committed to developing future leaders and social entrepreneurs. This is the second book upon which she has collaborated with Larry Weber. (@ljlhendo)