Efnisyfirlit

• Cover
• Title Page
• Copyright
• Introduction
• About This Book
• Foolish Assumptions
• Icons Used in This Book
• Beyond the Book
• Where to Go from Here
• Part 1: Marketing in a Thriving Consumer Culture
• Chapter 1: Understanding Consumer Values and Mind-sets
• Assessing the New Consumer Culture
• Bridging Generational Gaps
• Creating Trust Equity in a Low-Trust Society
• Improving Customer Journeys for Sustainability
• Making It Real and Keeping It Fun
• Chapter 2: Triggering the Psychology of Choice for Lifetime Value
• Connecting with Customers in Times of Fear and Uncertainty
• The Universal Influencers of Human Behavior
• Understanding the Basics of Human Psychology
• Tapping into Social Influencers
• Appealing to Consumers’ Happiness and Purpose
• Putting It All Together
• Chapter 3: Engaging Experiences and Journeys That Drive Sales and Loyalty
• Moving from Reactive Customer Service to Proactive Customer Experiences
• Creating Experiences Around Personal Relevance
• Applying Technology for Memorable Customer Experiences
• Taking Customer Experience Beyond Service
• Creating Customer Experiences Around Brand Communities
• Mapping Out a Touchpoint Journey from Introduction to Lifetime Value
• Part 2: Building a Strategy for LTV and ROI
• Chapter 4: Laying a Foundation for Growth
• Measuring the Growth Rate of Your Market
• Finding Your Best Growth Strategies
• Building on a Market Segmentation Strategy
• Developing a Market Share Strategy
• Enhancing Your Positioning Strategy
• Changing Your Mind-set
• Chapter 5: Researching Your Customers, Competitors, and Industry
• Conducting Research That Delivers Actionable Insights
• Gathering Information about Market and Consumer Trends
• Preparing Effective Surveys to Ensure You Get Accurate Insights
• Understanding Some of the Technical Stuff
• Paying Wisely for Market Research
• Staying on Top of Social Trends
• Chapter 6: Creating a Winning Marketing Plan
• Getting Started on a Launch or Growth Plan
• Considering Pricing Strategies
• Mastering the Psychology of Pricing
• Creating Your Controls or KPIs
• Conducting a SWOT Analysis
• Winning with Collaboration and Corporate Social Responsibility
• Leveling Up in More Ways Than One
• Mapping Out Your Action Steps
• Projecting Expenses and Revenues
• Chapter 7: Content Marketing and Marketing Content
• Getting the Gist of Content Marketing
• Creating a Credible Content Marketing Plan
• Producing Compelling Marketing Content
• Giving Ad Content Greater Stopping Power
• Part 3: Executing Across Channels
• Chapter 8: Creative That Engages the Mind
• Assessing Your Current Creative
• Defining Your Creative Strategy
• Crafting a Sustainable Brand Identity
• Writing a Creative Brief
• Applying Creativity to Branding and Much More
• Chapter 9: Optimizing Digital and Social Tools and Tactics
• Getting Familiar with the Channels Customers Use Most
• Developing Digital Tools That Drive Brands
• Using Automated Customization to Work Smarter and Faster
• Chapter 10: Embracing the New Age of Advertising
• Advertising on Social Media
• Advertising with Mobile Apps
• Winning with Sponsored Content
• Exploring Digital Banner Advertising
• Making the Most of Print Advertising in a Digital World
• Elevating Your Brand with Broadcast Advertising
• Investing in the Basics behind Successful Advertising
• Part 4: Powerful Ways to Build Sales through Email, Websites, and SEO
• Chapter 11: Building Individual Value with Mass Personalization
• Grasping the Basics of Direct Marketing
• Understanding the Elements of Successful Direct Marketing
• Creating Direct Campaigns for Direct Profitability
• Prepping Your Email Campaigns for Success
• Improving Print Open Rates
• Testing Your Direct Marketing
• Telemarketing: To Call or Not
• Chapter 12: Building an Engaging and Winning Website
• Building Out the Elements of a Successful Website
• Creating and Managing a Web Identity
• Crafting a Website That Drives Engagement and Sales
• Driving Traffic and Conversion with Content
• Putting It All Together for the Perfect Website
• Chapter 13: Succeeding with Affordable SEO Strategies and Tactics
• Understanding the Basics of SEO
• Optimizing SEO with Google Ads
• Driving Traffic and Sales with Google My Business
• Remaining Relevant and Current in SEO Rankings
• Part 5: Setting Your Brand Up for Sustainable Sales
• Chapter 14: Leveraging Networks and Events
• Harnessing the Power of Social Hives
• Launching Your Own Public Event
• Supporting Third-Party Events
• Maximizing Trade Show ROI
• Chapter 15: Tuning In to the Right Sales Channel
• Setting Up a Successful E-commerce Program
• Understanding Your Options
• Setting Up Third-Party Digital Storefronts
• Considering Off-line Distribution Strategies
• Understanding Channel Structure
• Preparing for Successful In-Store Selling
• Chapter 16: Prospecting and Selling for ROI
• Exploring Proven Prospecting Tactics and Tools
• Selling for a Lifetime
• Getting to Yes via Emotional Selling Propositions
• Prioritizing Your Pipeline
• Consultative Selling and Account-Based Marketing
• Creating Sales Presentations with ESP Power
• Organizing and Managing Your Sales Force
• Part 6: The Part of Tens
• Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them)
• Making Assumptions
• Ignoring Customer Complaints
• Faking Popularity
• Using Dirty Data
• Competing on Price
• Ignoring the Emotional Drivers of Choice
• Forgetting to Edit
• Offering What You Can’t Deliver
• Treating Customers Impersonally
• Blaming the Customer
• Chapter 18: Ten Ways to Measure Results (Beyond ROI)
• Establish Clear Objectives
• Tie Your Metrics to Your Objectives
• Set Learning Priorities
• Establish a Target ROI
• Know Your Customer Lifetime Value
• Know Your Allowable Customer Acquisition Cost
• Establish Benchmarks
• Turn the Funnel Upside Down
• Adjust Your Funnel Benchmark Assumptions When You Have Real Data
• Avoid the Dashboard Trap
• Index
• About the Author
• Connect with Dummies
• End User License Agreement