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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.ISBN 9780749460501
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Pages : 232
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