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Stickier Marketing, 2nd Edition

Book Description

In Sticky Marketing Grant Leboff argued that the old marketing system of shouting messages at people was finished, replaced by providing value around your product or service: brands needed to become sticky. This new edition of Sticky Marketing, Stickier Marketing, remains a complete guide to producing effective marketing communications in a world of consumers empowered by new digital technology who do not want to be shouted at but engaged with. It shows readers how providing return on engagement, rather than return on investment, and a customer engagement point, rather than a unique selling point, is what will make the difference in today's cluttered marketing place. Updated throughout, this new edition also includes brand new chapters on content marketing, discovery and mobile marketing.

Table of Contents

  1. Cover
  2. Title Page
  3. Imprint
  4. Contents
  5. List of Figures and Tables
  6. List of Abbreviations
  7. Part One: Prologue
    1. What the Sex Pistols Taught me About Marketing
  8. Part Two: Setting the Scene
    1. 01: Printing Press to World Wide Web
      1. The Development of Communication
      2. The Limitations of Traditional Communication Channels
      3. The Web’s Impact on Communication
      4. The Web’s Influence on Global Change
      5. Key Point Summary
    2. 02: Scarcity to Abundance
      1. The Abundance of Choice and Information
      2. The ‘Shouting’ Lost its Value
      3. Where Customers now go for Information
      4. Key Point Summary
    3. 03: Transactions to Engagement
      1. The Limitations of Traditional ‘Relationship Marketing’
      2. Striving for ‘Relationships’ is not Enough
      3. Introducing ‘Customer Engagement’ Marketing
      4. From ‘Return on Investment’ to ‘Return on Engagement’
      5. Engaging on Your Customers’ Terms
      6. Becoming a Trusted Source of Information
      7. Key Point Summary
  9. Part Three: Developing an Effective Marketing Strategy
    1. 04: Benefits to Problems
      1. An Example of Transactional Marketing
      2. The Alternative Approach: Providing Value Around Your Product or Service
      3. The Shortcomings of Benefit Messaging
      4. Ask the Right Question
      5. Problem Maps®
      6. Using Problem Maps® as the Basis for Engagement
      7. Key Point Summary
    2. 05: Products to Experiences
      1. The Value is in the Experience
      2. Developing the Experience
      3. The Importance of Strategic Partnerships
      4. Embracing the Idea of Providing Experiences
      5. Participation
      6. The Web Encourages Participation
      7. Marketing’s Move from Tactics to Strategy
      8. The Changing Dynamic Between Sales and Marketing
      9. The Role of Delivery Mechanisms
      10. Key Point Summary
    3. 06: Unique Selling Point to Customer Engagement Points
      1. Why the USP will not Sell Experiences
      2. The Journey to Customer Engagement Points
      3. An Engagement Strategy Means Becoming Attractive
      4. The Importance of a ‘Narrative’
      5. Introducing Customer Engagement Points
      6. Key Point Summary
  10. Part Four: Communicating the Message
    1. 07: Messages to Conversations
      1. Power to the People
      2. Becoming ‘Part of the Conversation’
      3. User-generated Content and Co-creation
      4. The Importance of Social Platforms
      5. The Importance of the ‘Social Graph’
      6. Identifying the ‘Influencers’
      7. Working with ‘Key’ Influencers
      8. Key Point Summary
    2. 08: Image to Reputation
      1. How we all Became Marketers
      2. Marketing is a Conversation
      3. The Move to Authenticity
      4. Communications in Trusted Networks and Social Platforms
      5. The ‘Social Web’
      6. The Importance of Values
      7. Developing a Narrative
      8. Key Point Summary
    3. 09: Controlling to Sharing
      1. The Changing Nature of Competition
      2. The Mindset of Abundance
      3. The Importance of Sharing and Collaboration
      4. Personalization and the New Working Environment
      5. Co-creation with Customers
      6. A New Age of Openness
      7. Key Point Summary
  11. Part Five: It’s not About you, it’s About the Customer
    1. 10: Advertisements to Content
      1. Understanding your Customer’s World
      2. Ensuring ‘Value’ in Every Communication
      3. Creating Compelling Content
      4. Key Point Summary
    2. 11: Broadcast to Discovery
      1. Keywords and Content
      2. Listening and Measuring
      3. Key Point Summary
    3. 12: Static to Mobile
      1. Everything that can be Social will be Social
      2. Maintaining Attention
      3. Creating Richer Experiences
      4. Moment Marketing
      5. Convenience – Making Life Easy
      6. Key Point Summary
  12. Part Six: Epilogue
    1. Customers to Communities
      1. Marketing is About Building Communities
      2. Marketing Communications should Focus on People
      3. Marketing is no Longer a Means to an End, but an End in Itself
  13. Notes
  14. Index
  15. Full Imprint