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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781119365570
· 쪽수 : 416쪽
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Introduction 1
About This Book 2
Foolish Assumptions 2
Icons Used in This Book 3
Beyond the Book 4
Where to Go from Here 4
Part 1: Marketing in a Consumer-Driven World 5
Chapter 1: Understanding Consumers Today and What Matters Most 7
Coming to Terms with the State of the Consumer Mind 9
Addressing the Generation Gaps 9
Creating Trust Equity among Today’s Consumers 12
Defining a common purpose 13
Building relationships with customers 15
Improving Customer Experiences for Sustainability 16
Guiding the decision process with customer experience planning 17
Creating powerful experiences beyond the sales process 18
Pushing Boundaries with Guerilla Marketing 20
The Fun Theory 21
Other guerilla marketing examples 22
Guerilla marketing and community building 23
Chapter 2: The Psychology of Choice and How to Trigger It for Lifetime Value 25
The Unconscious Mind: The Real Driver of Consumer Choice 26
The influence of schemas and the unconscious mind 26
The conscious and unconscious minds often disagree 27
Psychological Drivers That Drive Sales 29
Neurotransmitters and how they affect choice 29
Moving from USPs to ESPs 31
Rewards versus loss 32
Survival insticts 32
Understanding the basics of human psychology 33
Aligning with Powerful Social Influencers 35
Authority 36
Social proof 36
Reciprocity 37
Scarcity 38
Appealing to Consumers’ Happiness and Purpose 39
Putting It All Together 42
Chapter 3: Laying a Foundation for Growth 45
Measuring the Growth Rate of Your Market 46
Responding to a Flat or Shrinking Market 47
Finding Your Best Growth Strategies 48
Go to market 49
Grow what you have for higher profitability 50
Growing a Market Segmentation Strategy 54
Customer segments 55
Niche marketing 56
Developing a Market Share Strategy 56
Define your metrics 56
Establish a benchmark 56
Do the math 58
Designing a Positioning Strategy 58
Envisioning your position: An exercise in observation and creativity 59
Aligning your positioning strategy with growth initiatives 59
Growth Hacking to Build Leads and Market Share 60
Search 60
Build links 61
Fish for emails 61
Try tripwires 61
Hire a growth hacker 62
Selling Innovative Products 62
Part 2: Building a Strategy for LTV and ROI 63
Chapter 4: Researching Your Customers, Competitors, and Industry 65
Knowing When and Why to Do Research 66
Monitoring social chatter to better understand your customers 66
Following thought leaders to get current with reality 69
Researching to discover what really drives your customers 71
Asking questions that get valid results 73
Checking Out Net Promoter Scores and How to Find Yours 75
Asking Really Good Questions on Surveys 76
Writing ESP Surveys 78
Paying Wisely for Market Research 80
Discovering Low-Cost and Even Free Ways to Find Out What Matters Most 81
Observe your customers 82
Do competitive research 83
Harness the power of one-question surveys 84
Establish a trend report 85
Probe your customer records 86
Test your marketing materials 86
Interview defectors 87
Create custom web analytics 87
Riding a Rising Tide with Demographics 88
Chapter 5: Creating a Winning Marketing Plan 89
The Marketing Plan Components You Need 90
First, the basics 90
Now a bit more complex concepts 91
And now some even bigger questions 92
Addressing the Four Ps 92
Conducting a SWOT Analysis 93
Focusing on Functional Alternatives 95
Why Collaboration Matters So Much 96
Teaming up on CSR 97
Building kinship, not just relationships 98
Expanding Your Target 100
Monitoring and reacting to trends 101
Developing the customer experience 101
Creating a Working Marketing Plan 102
Mapping Out Your Action Steps 104
Step 1: Complete a situational analysis/summary 104
Step 2: Establish your benchmark 104
Step 3: Define your goals 105
Step 4: Take note of lessons learned 105
Step 5: Outline your strategy 105
Step 6: Commit to action items 106
Step 7: Build learning plans 107
Keeping It Real: Do’s and Don’ts of Planning 108
Don’t ignore the details 108
Don’t get stuck in the past 108
Don’t try to break norms 108
Don’t engage in unnecessary spending 109
Do set reasonable boundaries 109
Do break down your plan into simple subplans 109
Preparing for Economic Influences 110
Budgeting Your Game 111
Managing Your Marketing Program 113
Projecting Expenses and Revenues 113
Buildup forecasts 114
Indicator forecasts 115
Multiple-scenario forecasts 115
Time-period forecasts 116
Creating Your Controls 116
Chapter 6: Content Marketing and Marketing Content 117
An Overview of Content Marketing 118
Creating content that delivers 120
Channeling your content 121
Creating a Credible Content Marketing Plan 122
Taking Advantage of User-Generated Content 125
Flipping to Marketing Content 126
Content Marketing Writing Tips for Better Results 128
Try the inverted pyramid 128
Toss out some click bait 129
Give ads greater stopping and sticking power 131
Be consistent 132
Be as persuasive as possible 133
Be professional 134
Part 3: Creating an Omni-Channel Plan 137
Chapter 7: Creative That Engages the Mind 139
Creating Compelling Creative 140
Conducting a creativity audit 140
Changing (almost) everything 141
Applying Your Creativity 142
Building your creative strategy 143
Color your creative psychologically 144
Words, copy, and click bait 147
Writing a Creative Brief 149
Goals 149
Promise and offer 149
Support statement 150
Tone or persona statement 150
Emotional drivers 150
Wannabe profiles 151
Color palette 151
Golden triangle pattern 151
Constraints 151
Execution 152
Applying Creativity to Branding and Much More 153
Creativity and product development 153
Creativity and branding 154
Simple ways to spark new ideas 156
Making creativity a group activity 157
Managing the creative process 161
Elevating your creative thinking 163
Chapter 8: Digital Tools and Tactics That Work 165
Exploring Digital Channels You Can’t Ignore 167
Using Facebook for Engagement That Builds Sales 167
Developing a successful Facebook plan 169
Creating content that gets response, dialogue, and leads 172
Advertising on Facebook 173
Building Your Twitter Presence 174
Igniting Your Social Presence on Instagram 175
Expanding Your Network through LinkedIn 175
Groups 176
Engagement 177
Promoting Your Brand with Pinterest 177
Discovering Digital Tools That Drive Brands 178
Podcasts 179
Webinars 181
Videos 183
Online review sites 186
Fun and games work, too 187
Advertising on the Web 189
Search-term marketing 189
Google AdWords for ads as text, banners, and more 190
Getting the most out of each format 191
Using Automated Customization to Work Smarter and Faster 192
Chapter 9: Using Print in a Digital World 195
Creating Printed Marketing Materials 197
Exploring elements of successful print materials 197
Designing print materials that capture attention and sales 198
Working with a professional designer 199
Using online sources for design services 201
Doing the design on your own 201
Figuring out why fonts matter 202
Using flow for engagement and clarity 206
Producing Effective and Efficient Print Collateral 207
Designing fliers for grounded results 207
Developing brochures and self-mailers with specific marketing goals 208
Drafting an effective layout for your print brochure 209
Placing Print Ads That Generate Leads 210
Cheap but powerful publications 212
Ad size 214
Ad impact 215
Part 4: Powerful Ways to Engage for LTV and ROI 217
Chapter 10: Going Direct with Data, Personalization, and Sales 219
Understanding the Metrics of Direct Marketing 220
The Basics of Direct Marketing 222
Getting direct about direct marketing 224
The more you do, the more you get 225
Digging Deeper into Data 225
Using a CRM system 226
Putting DMPs and DSPs together for ROI 228
Creating Direct Campaigns for Direct Profitability 231
Messaging matters 231
Outside matters 232
Actions that matter 233
Mailing tips 234
Purchasing lists 235
Going Direct with Email 237
Triggered email 239
Personalized email 240
Testing direct 241
Maximizing direct response online 243
Integrating Call and Chat Centers 244
Making use of phone time 245
Capturing useful information about each caller 245
Telemarketing: To call or not 245
Chapter 11: Building a Website That Engages and Sells 247
Creating and Managing a Web Identity 248
Understanding what consumers expect 249
Standardizing your web identity 250
Creating an Engaging Website 251
Watching your KPIs 252
Making content king on your website 255
Driving traffic with content 256
Integrating Key Design Elements 259
Using the golden triangle 259
Developing your web persona 260
Going from design concepts to an actual website 261
Driving Traffic via SEM and SEO 263
Creating Landing Pages, Blogs, and More 266
Using landing pages effectively 266
Using blogs to build brands, not bog them down 268
Monetizing Your Web Traffic 269
Pay per impression 270
Pay per click 270
Chapter 12: Leveraging Networks and Events 271
Harnessing the Power of Social Hives 271
“Face” your customers: Events that inspire engagement, loyalty, and referrals 273
Mix it up to create interest and ROI 276
Launching Your Own Public Event 276
Hosting events with meaning 277
Funding and monetizing your event 277
Getting help managing your event 278
Sponsoring a Special Event 279
Hosting and supporting cause-related campaigns and events 279
Sponsoring a cause-related event 280
Finding a good fit 281
Maximizing Trade Show ROI 283
Building the foundation for a good booth 284
Locating trade shows 285
Selecting space on the expo floor 285
Doing trade shows on a dime 286
Getting people to your booth 286
Offering premiums or “swag” that works 287
Part 5: Building a Brand That Sells Again and Again 289
Chapter 13: Making Your Brand Stand Out 291
Building Sustainable Brand Equity 292
Brands defined by service 292
Brands defined by experiences 293
Brands defined by product distinctions and innovation 294
Telling Your Brand’s Story 295
The characters 296
The plot 297
The climax 297
Branding Your Identity 298
Unifying your brand identity 298
Developing your brand’s iconography 299
Identifying your brand’s personality traits 300
Developing brands within brands 302
Updating your brand 303
Designing a Product Line 304
Eyeing depth and breadth 304
Managing your product line effectively 305
Protecting your product line and brand 306
Strengthening an Existing Product 307
Introducing New and Successful Products 308
Partnering with experts to build new products 308
Getting insights from customers 310
Using the significant difference strategy 310
Upgrading or Expanding an Existing Product 311
Passing the differentiation test 311
Passing the champion test 312
Branding across channels 312
Chapter 14: Finding the Right Pricing Approach 313
Pricing Opportunities and Obstacles 313
Raising your price and selling more 314
Avoiding the dangers of deep discounting 315
Exploring the impact of pricing on customers’ purchases 315
Increasing profits without increasing prices 316
Setting or Changing Your List Price 317
Step 1: Consider all the influencers 318
Step 2: Examine your costs 318
Step 3: Evaluate customers’ price preferences 319
Step 4: Consider secondary influences on price 320
Step 5: Set your strategic objectives 320
Step 6: Master the psychology of pricing 321
Designing Special Offers 323
Creating coupons and other discounts 323
Figuring out how much to offer 324
Forecasting redemption rates 325
Predicting the cost of special offers 326
Keeping special offers special 327
Staying on Top of U.S Regulations 328
Chapter 15: Distribution and Merchandising in an Augmented World 329
Considering Distribution Strategies 330
Shelf strategies to avoid getting benched 332
E-commerce channels pros and cons 333
Tracking Down Ideal Distributors 335
Understanding Channel Structure 336
Reviewing Retail Strategies and Tactics 338
Attracting traffic 338
Creating atmosphere 339
Developing merchandising strategies 340
Chapter 16: Succeeding in Sales and Service 345
Selling for a Lifetime 346
Calculating lifetime value 346
Understanding the importance of customer loyalty 348
Selling for Sustainability 348
Subscription and retainer–based selling 348
Selling channels 350
Getting to Yes via ESP Selling 354
Generating sales leads 355
Purchasing lists for B2B lead generation 357
Consultative selling 358
Creating sales presentations with ESP power 360
Responding to problems 362
Organizing Your Sales Force 363
Determining how many salespeople you need 363
Hiring your own or using reps 363
Compensating your sales force 365
Retaining Customers with Great Service 365
Part 6: The Part of Tens 367
Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them) 369
Making Assumptions 369
Ignoring Customer Complaints 370
Faking Popularity 370
Using Dirty Data 370
Competing on Price 371
Ignoring the Emotional Drivers of Choice 371
Forgetting to Edit 371
Offering What You Can’t Deliver 371
Treating Customers Impersonally 372
Blaming the Customer 372
Chapter 18: Ten Ways to Measure Results (Beyond ROI) 373
Establish Clear Objectives 373
Tie Your Metrics to Your Objectives 374
Set Learning Priorities 374
Establish a Target ROI 374
Know Your Customer Lifetime Value 375
Know Your Allowable Customer Acquisition Cost 375
Establish Benchmarks 375
Turn the Funnel Upside Down 376
Adjust Your Funnel Benchmark Assumptions When You Have Real Data 376
Avoid the Dashboard Trap 376
Index 377
