Connect How to Use Data and Experience Marketing to Create Lifetime Customers

Petersen, Lars Birkholm

ISBN 10: 111896361X / ISBN 13: 9781118963616

Published by John Wiley & Sons, Incorporated, 2014

About this Item

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Bibliographic Details

• Title: Connect How to Use Data and Experience Marketing to Create Lifetime Customers
• Publisher: John Wiley & Sons, Incorporated
• Publication Date: 2014
• Language: English
• ISBN 10: 111896361X
• ISBN 13: 9781118963616
• Binding: Hardcover
• Condition: Good

About this title

Synopsis

Connect and engage across channels with the new customers

Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important.

Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer.

• Discover the technology and processes that allow marketers to remain relevant
• Craft a personal, relevant, and accessible customer journey that engages the connected customer
• Keep in touch throughout the customer's life cycle, both online and offline
• Link digital goals and metrics to business objectives for a more relevant strategy

Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.

About the Author

Christopher (Chris) Nash is a curiosity-driven analog and digital marketer who frequently hangs out at the corner of business and technology. Over the course of his business career, he has advised numerous brands on digital marketing adoption challenges, co-founded a marketing automation company, grown a successful independent consulting business, and traversed the international business arena. In his current role as senior business optimization consultant at Sitecore, Chris advises customers on strategies and tactics for creating connected customer experiences that produce positive business outcomes. Previously, Chris has held marketing management and digital marketing communications roles at several companies in the United States and Europe, ranging from a Fortune 500 company to technology start-ups.