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

Atchison, Shane; Burby, Jason

ISBN 10: 0071847863 / ISBN 13: 9780071847865

Published by McGraw Hill, 2015

About this Item

Seller Inventory # I-9780071847865

Bibliographic Details

• Title: Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing
• Publisher: McGraw Hill
• Publication Date: 2015
• Language: English
• ISBN 10: 0071847863
• ISBN 13: 9780071847865
• Binding: Hardcover
• Condition: New

About this title

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 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.