Book description
The practical, expert guide to reaching the new consumer
Customer-Centric Marketing is a comprehensive game plan on succeeding in the new marketing landscape by focusing on the customer. Written by one of Canada's top communications pioneers, this book examines the complex forces influencing the rise of empowered and demanding customers and outlines a framework that helps marketers exploit these forces to engage them. You'll find actionable advice to help you pull together these seemingly independent elements to create a customer-centric business model that is ideally positioned to take on the dynamic requirements of today's marketing environment, and learn the strategic rules that CMOs can use to model their organizations to win. Valuable insights on customer experience, innovation, content, social media, and operating strategies will help you formulate a workable plan, and when combined with the practical guidance and expert advice, enable you to put your plan into action today.
The new purchasing journey has created a whole new set of customer touch points with unique needs, and has identified key activity areas that drive success or failure in the marketplace. This guide helps you sort it all out, and make your organization rise to the top.
Define the new customer-purchasing journey
Identify and influence the new consumer
Engage, nurture, and utilize brand advocates to spread your message
Position your organization to win in the new marketplace
As customers evolve, smart companies evolve with them, and, with a track record that speaks for itself, putting the customer at the center of strategic thinking is the key to a winning plan,. Consumer evolution is happening more rapidly than ever before, and keeping your organization out in front has never been more important. Customer-Centric Marketing provides the concrete framework, expert insight, and actionable advice that turns strategy into reality.
Table of contents
- Cover Page
- Title Page
- Copyright
- Dedication
- CONTENTS
- PRELUDE
- INTRODUCTION
- CHAPTER ONE: THE AGE OF THE CUSTOMER
- CHAPTER TWO: CARPE DIEM
-
CHAPTER THREE: CUSTOMER RELATIONSHIPS HAVE CHANGED
- CUSTOMERS ARE NOT CONNECTING THE WAY THEY USED TO
- CUSTOMERS DON’T BELIEVE WHAT BRANDS SAY ANYMORE
- REBUILDING CONFIDENCE IN YOUR BRAND
- THE RISE OF THE BRAND ADVOCATE
- HOW ELSE HAVE CUSTOMERS BEEN TRANSFORMED?
- THE RISE OF THE MILLENNIAL
- MILLENNIALS AREN’T ALONE
- BEHAVIOR ACROSS ALL AGES IS BEING TRANSFORMED
- THE RISE OF THE BRAND ADVOCATE
- PRIMING THE ADVOCATE PUMP
- BMW 1M CASE STUDY
-
CHAPTER FOUR: FROM FUNNEL TO THE JOURNEY
- MODEL 1. THE CUSTOMER DECISION JOURNEY
- MODEL 2. FROM DECISION POINTS TO MOMENTS OF TRUTH
- MODEL 3. ZERO MOMENT OF TRUTH
- THE NEW MODEL: CUSTOMER PURCHASE JOURNEY
- THE ADVOCATE AND INFLUENCER LOOP
- CUSTOMER PURCHASE JOURNEY
- A NEW CUSTOMER ROI
- DEFINITION OF RETURN ON INVOLVEMENT
- THE RETURN ON INVOLVEMENT FORMULA
- CHAPTER FIVE: BRANDS WILL NEVER BE THE SAME
- CHAPTER SIX: CUSTOMER EXPERIENCE STRATEGY
-
CHAPTER SEVEN: BUILDING RELATIONSHIPS WITH THE ADVOCATE/SHARECASTER
- WHY DO CUSTOMERS SHARE CONTENT?
- ORGANIZATIONAL MIND-SET
- SLICED AND DICED DISTRIBUTION
- MAKING THE CASE FOR DEMPSTER'S
- LISTENING IS AS IMPORTANT AS STORYTELLING: REAL-TIME MARKETING (RTM)
- CIBC FIFA WORLD CUP™ CANADIAN SPONSORSHIP
- CONTENT DEVELOPMENT
- FAN STANDINGS
- SUPER FANS CONTEST
- RESULTS
- WHERE DO YOU START?
- PLANNING
- ALIGN DECISION MAKERS BEFORE YOU START
- GETTING THE CONTENT STRATEGY RIGHT UP FRONT
- THE SHORT STORY BEHIND STORYTELLING—CREATIVE CONSIDERATIONS
- GETTING THE STORY OUT THERE
- THE ART OF CREATING VALUABLE CONTENT
- CHAPTER EIGHT: INNOVATION IN DEMANDING TIMES
- CHAPTER NINE: THE NEW AGENCY
- CONCLUDING THOUGHTS
- NOTES
- INDEX
Product information
- Title: Customer-Centric Marketing: Build Relationships, Create Advocates, and Influence Your Customers
- Author(s):
- Release date: May 2015
- Publisher(s): Wiley
- ISBN: 9781119092896
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