Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing - Hardcover

Atchison, Shane; Burby, Jason

Hardcover

ISBN 10: 0071847863 ISBN 13: 9780071847865

Publisher: McGraw Hill, 2015

Synopsis

WARNING: This book will change the way you think about marketing forever.  In this new age of Twitter, Facebook, Instagram, and countless other digital platforms, it doesn't matter how many views or followers or clicks you get. The only thing that matters is: Does it Work?

Written by POSSIBLE's global CEO Shane Atchison and President of the Americas Jason Burby, this revolutionary guide shows how to use the latest digital platforms to create a high-value marketing plan that really works. You'll learn how to:

• Set Goals: Understand the importance of defining success and targets upfront for every initiative--and your business as a whole.
• Inspire Brilliant Creative: Leverage data and insights to empower and drive creativity, spark ideas, and drive innovation.
• Measure What Matters: Focus efforts on the things that matter and drive real improvement.
• Make a Difference: Know that you have contributed to measurable success in whatever you do.

If you've ever wondered if your digital marketing is working, this book will help you reevaluate everything you're doing. By following 10 key principles, you'll be able to measure the data that really matters, launch the initiatives that really pay off, and inspire the creativity that really drives an effective campaign.  Each of the 10 principles starts with a link to a short video introducing the principle, giving real world examples to bring it to life.   You'll hear the personal insights of the world's greatest business leaders and the professional triumphs (and tumbles) of the world's biggest brands. You'll learn how to hire and inspire the rare creative "unicorns" who turn marketing into magic. You'll find new ways to turn data into ideas and obstacles into opportunities. You'll turn web site visitors into followers, followers into sharers, and sharers into your very best customers.

In our new world of small screens, big ideas, and even greater competition, you have to ask the tough questions if you want to succeed. Does it Work? has the answers.

Foreword by Sir Martin Sorrell, CEO, WPP

About this title

About the Author

Shane Atchison is global CEO of POSSIBLE, where he leads the company's long-term strategic vision of working with leading financial service organizations, consumer brands, start-ups, nonprofits, and community-based organizations, helping each realize the potential of the digital landscape and its impact on their business.

Jason Burby - As President of the Americas region, POSSIBLE, Jason is responsible for leading the long-term stability and growth of the region. Jason has 20+ years experience in digital strategy. He is a long-time advocate of using data to inform digital strategies to help clients attract, convert and retain customers. Jason supports our clients and employees in driving new engagements and delivering great work that works.

From the Back Cover

"As practical as a roadmap . . . it's a book that encourages leaps of imagination."
--from the foreword by Sir Martin Sorrell, CEO, WPP

"An exceptional guide on how to drive results and make a difference in the ever-changing marketing industry. The principles in Does it Work? on setting and tracking goals, executing on data-driven creative, and achieving business results, are applicable to a myriad of initiatives and will have a hugely transformative impact on how you do business."
--Carolyn Everson, Vice President, Global Marketing Solutions, Facebook

"Highly approachable, pithy, real and very engaging. The beauty of this book is that it's about marketing today, not just being a better digital person. Does it Work? is also perfect for any level of experience with actionable insights for strategy development and executional excellence. That combination makes it an ideal reference book, a mainstay in your marketing arsenal."
--Kieran Hannon, CMO, Belkin International

"Marketers continue to face a multitude of decisions around how, where, and when to engage with customers. The 10 principles Shane and Jason share can truly help marketers focus their efforts in the places that will drive their business forward."
--Danielle Tiedt, Chief Marketing Officer, YouTube

"A yellow brick road of thinking that can help leading marketers take on the fragile balance between the art and the science of digital marketing."
--Michael Kotick, Brand Director, Nestlé Purina North America

"In a world with an abundance of data, much of it free, it is remarkable that creativity and business profits are primarily faith-based. Jason and Shane ride to our rescue in Does it Work with ten illuminating principles that will transform your ability to leverage the Big Data opportunity. As you go from zero to ten in the book, be prepared for your business to go from zero to glorious!"
--Avinash Kaushik, Marketing Evangelist, Google & Market Motive,
and author of Web Analytics 2.0

"Over the years, I've worked with countless marketers who try to measure everything just because they can. Does it Work? brings into sharp focus the only real metric that matters. By helping change the focus and conversation, Shane Atchison and Jason Burby are giving CMOs, CEOs and all shareholders THE standard against which every marketing decision should evaluated."
--Josh James, Founder and CEO, Domo

"How do you best take advantage of the ever changing opportunities that digital offers your brand to connect with your customer? Does it Work? provides principles on everything from setting goals, building teams, driving great creative and most importantly understanding actual business value to your organization."
--Joanne Bradford, Head of Partnerships, Pinterest

Edition details

• Publisher: McGraw Hill
• Publication date: 2015
• Language: English
• ISBN 10: 0071847863
• ISBN 13: 9780071847865
• Binding: Hardcover
• Edition number: 1
• Number of pages: 368