Digital Sense: The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience - Hardcover

Wright, Travis; Snook, Chris J.

Hardcover

ISBN 10: 1119291704 ISBN 13: 9781119291701

Publisher: Wiley, 2016

Synopsis

Compete in the digital world with pragmatic strategies for success

Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line.

The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation.

• Optimize competitive advantage and customer experience
• Map strategy back to business objectives
• Engage customers with a pragmatic, proven marketing system
• Reorganize sales and marketing to fill talent and knowledge gaps

Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one―what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.

About this title

About the Author

TRAVIS WRIGHT is a successful marketing technology consultant, keynote speaker, tech journalist, growth hacker, entrepreneur, data & analytics geek, podcast host, and mediocre stand-up comic. He is the former global digital and social media strategist at Symantec for the Norton brand, and is the cofounder and Chief Marketing Technology Officer at CCP.Digital, a Kansas City & San Francisco-based digital ad & content agency.

CHRIS J. SNOOK is managing partner at Launch Haus. A digital agency and tech startup veteran, he is also the brand humanizer-at-large at Ethology. He mentors entrepreneurs with Founders Institute globally and ASU Project Humanities. He is the coauthor of three other books including the international bestseller Wealth Matters Makeover Edition (in its 3rd edition).

From the Back Cover

The pace at which innovation happens is getting faster―it’s moving in exponential ways as opposed to a linear progression. For senior leadership, that translates into a major velocity of disruption happening unexpectedly . . . all the time. Digital Sense lays out two inclusive frameworks for getting your organization in shape, from the technology stack on up, to combine marketing technologies and social business strategy to continuously deliver a personalized experience to ever-changing customers. These highly accessible and powerful frameworks walk you through crafting a workplace culture customized to align your customers’ specific needs to your business goals. It reaches every employee and makes them more digitally savvy, which results in a raised level of synergy and optimized communication throughout the organization.

Once the digital ball is rolling, a reliable customer experience is achieved across all channels, and innovation becomes a part of everyday operations. Hard to believe? See for yourself in eye-opening case studies, up-todate data and statistics, and cutting-edge assessments on the latest research. These venture catalysts focus on the practical ways organizations stay nimble, including the tricks and hacks they personally use and the red flags even the pros often miss. By looking digitally through the lens of this book, you can:

• Turn data-driven insights into fresh solutions for deepening customer relationships and ultimately providing remarkable customer experiences on a regular basis
• Enhance your commonsense understanding of customer service to a refined digital-sense expertise for customer experience
• Use a “learn, plan, do” approach to reaching customers while at the same time allowing for “discover, design, deploy” innovation to improve everyday operations

Make your move now to where the marketplace will be tomorrow with Digital Sense.

From the Inside Flap

The pace at which innovation happens is getting faster--it's moving in exponential ways as opposed to a linear progression. For senior leadership, that translates into a major velocity of disruption happening unexpectedly... all the time. Even broadly connected global leaders with privileged access can be blindsided and see their companies lose majority market share or become obsolete with the rise of a new technology and business model. Digital Sense lays out two inclusive frameworks for getting your organization in shape, from the technology stack on up, to combine marketing technologies and social business strategy to continuously deliver a personalized experience to ever-changing customers.

Even if you have data to prove your customers are satisfied, it doesn't mean they're happy and insusceptible to dropping your brand for the latest new one. These highly accessible and powerful frameworks walk you through crafting a workplace culture customized to align your customers' specific needs to your business goals. It reaches every employee and makes them more digitally savvy, which results in a raised level of synergy and optimized communication throughout the organization.

Once the digital ball is rolling, a reliable customer experience is achieved across all channels, and innovation becomes a part of everyday operations. Hard to believe? See for yourself in eye-opening case studies, up-to-date data and statistics, and cutting-edge assessments on the latest research. This hands-on authorial team keeps everything relevant to the real world that all businesses operate in, regardless of industry. These venture catalysts focus on the practical ways organizations stay nimble, including the tricks and hacks they personally use and the red flags even the pros often miss. By looking digitally through the lens of this book, you can:

• Turn data-driven insights into fresh solutions for deepening customer relationships and ultimately providing remarkable customer experiences on a regular basis
• Enhance your commonsense understanding of customer service to a refined digital-sense expertise for customer experience
• Use a "learn, plan, do" approach to reaching customers while at the same time allowing for "discover, design, deploy" innovation to improve everyday operations

Make your move now to where the marketplace will be tomorrow with Digital Sense.

Edition details

• Publisher: Wiley
• Publication date: 2016
• Language: English
• ISBN 10: 1119291704
• ISBN 13: 9781119291701
• Binding: Hardcover
• Edition number: 1
• Number of pages: 304