Format:
1 online resource (274 pages)
Edition:
1st ed.
ISBN:
9781118872857
Content:
Improving engagement with digital audiences is fast becoming a boardroom topic for many organizations. Digital marketers and communicators seeking to harness this newfound power are finding challenges in engaging digital audiences due to short attention spans, noisy channels, and rapidly changing consumer expectations. Recommend This! is an exploration into the digital consumer, and how their expectations are forcing marketers to re-think the way they interact and engage with audiences. Key topics discussed in the book are: Physical or digital, as humans we are driving to connect. Digital just makes it easier. Storytelling, rather than broadcast messaging, helps marketers engage with their digital audiences. Digital content must be personalized and relevant to receive attention, and more.
Content:
Intro -- Recommend This! Delivering Digital Experiences That People Want to Share -- Copyright -- Contents -- Foreword -- Acknowledgments -- Preface: Is Digital Marketing Dead? -- Introduction -- Relationships Matter -- Are Digital Relationships Really Different? -- Getting Attention -- Why Are We Struggling with Digital? -- Chapter 1: Business as Usual Is Over . . . or Is It? -- Need -- History -- Curation -- Faces -- Stories -- Authenticity -- Consistency -- Credibility -- Helpfulness -- Avoiding the Pitfall -- Chapter 2: Digital Changes Everything -- Defining Digital -- Committed to Social -- Facebook -- Twitter -- Google+ -- Linkedln -- YouTube -- Others -- Social to Sell? -- Democratized Video -- Massive Mobile -- Dangerously Personal Data -- Developing Digital Communities -- So, Digital Doesn't Really Change Anything . . . Except . . . Everything -- Helpful Hints -- Chapter 3: The Importance of Relationships -- The Limitations of Relationships -- The Components of a Real-World Relationship -- Relationship Killers: Geography, Time, and Attention -- Relationships in the Digital World -- Breaking Down Barriers -- Enabling Permanence -- Empowering Us to Connect Horizontally -- Personification -- Helpful Hints -- Chapter 4: How We Connect in the Digital World -- What Is a Relationship Network? -- Is It Still Six Degrees? -- Can We Have More Relationships? -- The Magic of the Network -- Communication All the Time, Anytime -- Becoming the Center of Attention -- Habits and Rewards -- Neuroplasticity -- Forcing Change through Novelty -- Why Is All This Science Important? -- Novelty in a World That's Always Changing -- The Digital Universe Is All about You -- Our Online Selves -- Connecting the Dots -- The Relationship of Things -- Welcome to the Relationship Economy -- The Evolution of the "Buyer's Journey -- It's the Buyer That's Changed.
Note:
Description based on publisher supplied metadata and other sources
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Recommend This! Delivering Digital Experiences That People Want to Share; Copyright; Contents; Foreword; Acknowledgments; Preface: Is Digital Marketing Dead?; Introduction; Relationships Matter; Are Digital Relationships Really Different?; Getting Attention; Why Are We Struggling with Digital?; Chapter 1: Business as Usual Is Over . . . or Is It?; Need; History; Curation; Faces; Stories; Authenticity; Consistency; Credibility; Helpfulness; Avoiding the Pitfall; Chapter 2: Digital Changes Everything; Defining Digital; Committed to Social; Facebook; Twitter; Google+; Linkedln; YouTube; Others
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Social to Sell?Democratized Video; Massive Mobile; Dangerously Personal Data; Developing Digital Communities; So, Digital Doesn't Really Change Anything . . . Except . . . Everything; Helpful Hints; Chapter 3: The Importance of Relationships; The Limitations of Relationships; The Components of a Real-World Relationship; Relationship Killers: Geography, Time, and Attention; Relationships in the Digital World; Breaking Down Barriers; Enabling Permanence; Empowering Us to Connect Horizontally; Personification; Helpful Hints; Chapter 4: How We Connect in the Digital World
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What Is a Relationship Network?Is It Still Six Degrees?; Can We Have More Relationships?; The Magic of the Network; Communication All the Time, Anytime; Becoming the Center of Attention; Habits and Rewards; Neuroplasticity; Forcing Change through Novelty; Why Is All This Science Important?; Novelty in a World That's Always Changing; The Digital Universe Is All about You; Our Online Selves; Connecting the Dots; The Relationship of Things; Welcome to the Relationship Economy; The Evolution of the ""Buyer's Journey""; It's the Buyer That's Changed; Four Distinct Relationship Types
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Relationship Types and BrandsUnderstanding the Relationship Cycle; Cycles, Pyramids, and Types; Nirvana: Becoming Part of the Tribe; Chapter 5: Measuring the Value of Relationships; Relationship Energy; Understanding the Relationship Network; Relationship Value Equation; The Relawatt Scale; Calculating Relawatts; Relawatts in Action; The Impact of Relawatts on Marketing Strategy; Chapter 6: Bridging Digital; Chapter 7: Understanding Need; Need and the Relationship Cycle; Acknowledge That Not Everyone Wants the Same Relationship; Context and Your Website; Real-Time Customer Behavior
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Dynamic Web PagesIt's Not Just About Your Website; Summing It Up; Helpful Takeaways; Chapter 8: Developing History; Overt History; Covert History; 1 + 1 = 3; Patterns within Patterns; The Context of History; Personalization and Relevance; Known; Anonymous; Scale: Something We Can't Get in the Analog World; Summing It Up; Helpful Takeaways; Chapter 9: Offering Curation; Why Is Digital Eating into Retail Sales?; Our Affinity for Content; When Content and Product Selection Collide; Curation Proves Content Is Important; Summing It Up; Helpful Takeaways; Chapter 10: Recognizing Faces
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Why Face-to-Face Is So Important (To Business)
Additional Edition:
9781118836699
Additional Edition:
Erscheint auch als Druck-Ausgabe 9781118836699
Language:
English
Keywords:
Electronic books
URL:
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