The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric (Hardcover)

Acknowledgments vii

Foreword George F. Colony ix

Introduction xiii

1 The 10 Essential Skills EveryMarketer Needs 1

2 How Organizations Are Adapting to the Customer-Centric Era 47

3 Build a Successful Marketing Career (Hint: Standing Still Is Extraordinarily Risky) 67

4 Design Valuable Customer Experiences 95

5 Find Actionable Insight in Big Data and Marketing Analytics 126

6 Employ Entrepreneurial Thinking for Discernment and Agility 157

7 Create a Content Experience Strategy That Delivers 177

8 Engage Customers via Social Communities 213

9 Maximize Marketing Impact with Converged Media 241

10 Drive Sales with Marketing Automation 266

11 CraftWorthwhile Loyalty and Digital Couponing Programs 283

12 Ignite Customer-Centricity Everywhere 299

Notes 317

Index 345