Sticky Marketing: Why Everything in Marketing Has Changed and What to Do about It

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9780749460501: Sticky Marketing: Why Everything in Marketing Has Changed and What to Do about It

Sticky Marketing provides a new set of rules for effective communications in a world transformed by new technology. It introduces a new model of customer engagement and asks "not what your marketing can do for you, but what your marketing can do for your customer." Companies have to move away from the old marketing system of shouting messages at people to attracting them by providing value around their product or service - in other words by becoming 'sticky' or attractive. Grant Leboff argues that it is not 'return on investment' that matters but 'return on engagement,' not your unique sales point (or USP), but your customer engagement point (your CEP), that will make the difference in today's cluttered marketplace. 

Sticky Marketing proves that marketing should be about value creation if businesses want to truly engage with their customers - to stop shouting and start a conversation. Only by providing value can businesses win the battle for customer attention.

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About the Author:

Grant Leboff is the founder of The Intelligent Sales Club Ltd., a consulting firm that advises clients on sales and marketing strategies.  He is a regular speaker at conferences around the world, and he has contributed to many business magazines and newspapers, including The Financial Times.  He is also the author of the book Sales Therapy: Effective Selling for the Small Business Owner.

Review:

"This book affords a detailed examination of the ways in which the world is evolving in the 21st century... Summing Up: Recommended." - CHOICE Magazine 

"...[T]houghtfully outlines the new, "sticky" method of marketing, explaining why "customer engagement" reigns supreme. [Leboff] lays out the ABCs of "sticky marketing," including helpful summaries at the conclusions of each chapter. getAbstract recommends that all marketers give this a thorough read and refer to it often." -getAbstract

From Amazon reviewers:

"... provided some new and interesting points.. a worthwhile read." -Jessica Cave

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Book Description Kogan Page Limited/Viva Books, 2011. Softcover. Book Condition: New. First edition. Ask not what your marketing can do for you, but what your marketing can do for your customer. This is the central message at the heart of Sticky Marketing. It is a belief that companies have to move away from the old marketing system of shouting messages at people, to the new paradigm of attracting customers, by becoming "sticky". Sticky Marketing will introduce you to the new principles and philosophies that companies need in order to succeed today. It will show you: ? Why "Return on Engagement" rather than "Return on investment" is the measure by which successful marketing should be judged. Sticky Marketing will introduce you to a new mechanism, "Customer Engagement Points", by which you can successfully engage with prospects and clients alike ? How engagement happens by not focusing on the products of services your business provides, but rather on the experience you deliver. Sticky Marketing will explain how to turn your business into an experience ? Who generates the marketing messages that matter today. Marketing is no longer about the images companies create, buy the reputation they earn. Sticky Marketing will demonstrate how to manage and enhance your reputation ? What the internet has meant to the way we receive information. People are now less willing to passively watch and accept. Sticky Marketing will show you how to engage and involve your customers ? Which companies are most likely to succeed. It is no longer those who protect their knowledge but rather those that share their expertise and, therefore, draw customers to them. Sticky Marketing will provide the insight to make this model commercially successful ? Where people are and how the context of their situation now really matters. The ubiquity of mobile devices changes our relationship with information. Sticky Marketing will show you how to take advantage of this new paradigm. Marketing is no longer a means to an end, undertaken simply to shout at people and drive sales. Today, marketing is an end in itself. It is about v value creation. It is only by providing value that companies can win the new battle in marketing. That battle is for customer attention, and Sticky Marketing can help you to win it. Contents: PART 1 : Prologue ? What the Sex Pistols taught me about marketing ? Part 2 ? Setting the scene ? Printing press to internet ? The development of communication ? The limitations of traditional communication channels ? The internet?s impact on communication ? The internet?s influence on global change ? Scarcity to abundance ? The abundance of choice and information ? The ?shouting? lost its value ? Where customers now go for information ? Transactions to engagement ? The limitations of traditional ?relationship marketing? ? Striving for ?relationships? is not enough ? Introducing ?customer engagement? marketing ? From ?return on investment? to ?return on engagement? ? Engaging on your customer?s terms ? Becoming a trusted source of information ? PART 3: Developing an effective marketing strategy ? Benefits to problems ? An example of transactional marketing ? The alternative approach: providing value around your product or service ? The shortcomings of benefit messaging ? Ask the right question ? Problem Maps ? Using Problem Maps as the basis for engagement ? Products to experiences ? The value is in the experience ? Developing the experience ? The importance of strategic partnerships ? Embracing the idea of providing experiences ? Participation ? The internet encourages participation ? Marketing?s move from tactics to strategy ? The changing dynamic between sales and marketing ? The role of delivery mechanisms ? Unique selling point to customer engagement points ? Why the USP will not sell experiences ? The journey to customer engagement points ? An engagement strategy means becoming attra Printed Pages: 232. Bookseller Inventory # 20252

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Book Description Kogan Page Limited/Viva Books, 2011. Softcover. Book Condition: New. First edition. Ask not what your marketing can do for you, but what your marketing can do for your customer. This is the central message at the heart of Sticky Marketing. It is a belief that companies have to move away from the old marketing system of shouting messages at people, to the new paradigm of attracting customers, by becoming "sticky". Sticky Marketing will introduce you to the new principles and philosophies that companies need in order to succeed today. It will show you: • Why "Return on Engagement" rather than "Return on investment" is the measure by which successful marketing should be judged. Sticky Marketing will introduce you to a new mechanism, "Customer Engagement Points", by which you can successfully engage with prospects and clients alike • How engagement happens by not focusing on the products of services your business provides, but rather on the experience you deliver. Sticky Marketing will explain how to turn your business into an experience • Who generates the marketing messages that matter today. Marketing is no longer about the images companies create, buy the reputation they earn. Sticky Marketing will demonstrate how to manage and enhance your reputation • What the internet has meant to the way we receive information. People are now less willing to passively watch and accept. Sticky Marketing will show you how to engage and involve your customers • Which companies are most likely to succeed. It is no longer those who protect their knowledge but rather those that share their expertise and, therefore, draw customers to them. Sticky Marketing will provide the insight to make this model commercially successful • Where people are and how the context of their situation now really matters. The ubiquity of mobile devices changes our relationship with information. Sticky Marketing will show you how to take advantage of this new paradigm. Marketing is no longer a means to an end, undertaken simply to shout at people and drive sales. Today, marketing is an end in itself. It is about v value creation. It is only by providing value that companies can win the new battle in marketing. That battle is for customer attention, and Sticky Marketing can help you to win it. Contents: PART 1 : Prologue • What the Sex Pistols taught me about marketing • Part 2 • Setting the scene • Printing press to internet • The development of communication • The limitations of traditional communication channels • The internet’s impact on communication • The internet’s influence on global change • Scarcity to abundance • The abundance of choice and information • The ‘shouting’ lost its value • Where customers now go for information • Transactions to engagement • The limitations of traditional ‘relationship marketing’ • Striving for ‘relationships’ is not enough • Introducing ‘customer engagement’ marketing • From ‘return on investment’ to ‘return on engagement’ • Engaging on your customer’s terms • Becoming a trusted source of information • PART 3: Developing an effective marketing strategy • Benefits to problems • An example of transactional marketing • The alternative approach: providing value around your product or service • The shortcomings of benefit messaging • Ask the right question • Problem Maps • Using Problem Maps as the basis for engagement • Products to experiences • The value is in the experience • Developing the experience • The importance of strategic partnerships • Embracing the idea of providing experiences • Participation • The internet encourages participation • Marketing’s move from tactics to strategy • The changing dynamic between sales and marketing • The role of delivery mechanisms • Unique selling point to customer engagement points • Why the USP will not sell experiences • The journey to customer engagement points • An engagement strategy means becoming attra Printed Pages: 232. Bookseller Inventory # 20252

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