Business & Economics

Get Scrappy

Smarter Digital Marketing for Businesses Big and Small

Author: Nick Westergaard

Publisher: AMACOM

ISBN: 081443732X

Category: Business & Economics

Page: 247

View: 3735

"This book...will help you take your marketing to the next level without having to increase your budget a dollar" - Inc. Mashable Best New Marketing Books to Read in 2017 Selected by Oracle Marketing Cloud as a Top 15 Marketing Book for 2016 It's an exciting time to be in marketing: The Internet, social media, and content marketing are powerful equalizers, resetting the playing field for businesses large and small. Yet, it's also a challenging time, with much work to do and an ever-changing array of platforms, features, and networks to master-all on a tighter budget than before. Don't get discouraged, get scrappy! Shattering the myth that only big brands can do big things, Get Scrappy will help you: Demystify digital marketing in a way that makes sense for your business * Do more with less * Build a strong brand with something to say * Find inspiration in unexpected places * Create relevant and engaging content and promote it via Twitter, Facebook, and other channels * Integrate strategy and message across touchpoints for a unified brand experience-both online and off * Spark dialogue with your community of customers * Measure what matters The result is a reliable, repeatable system for reinventing your marketing as marketing reinvents itself. Featuring frameworks, hacks, tips, idea starters, and more, Get Scrappy is the map you need to take your marketing from good to great.
Business & Economics

Get Scrappy

Smarter Digital Marketing for Businesses Big and Small

Author: Nick Westergaard

Publisher: Amacom

ISBN: 9780814437315

Category: Business & Economics

Page: 240

View: 4547

Shattering the myth that only big brands can do big things, this book features frameworks, hacks, tips, and idea starters to demystify digital marketing, do more with less, find inspiration in unexpected places, create relevant and engaging content and promote it via social media platforms, and more. --
Business & Economics

Brand Now

How to Stand Out in a Crowded, Distracted World

Author: Nick Westergaard

Publisher: AMACOM

ISBN: 0814439233

Category: Business & Economics

Page: 240

View: 4660

Capture their attention-and keep it! With the rise of digital media, you'd think it would be easier than ever to be heard. Yet, most messages fail to cut through the clutter. Consumers are overwhelmed. Ads alone aren't effective. And you can't just churn out content and connect on every social network. To stand out today, you need to start with your brand. Brand Now uncovers the new rules of branding in our complex and chaotic world. Written by the author of Get Scrappy, the digital marketing bible for business, this latest book explains how to build brands that resonate both online and off. The book helps you: Create a brand with meaning * Reinforce it with the right touchpoints * Hone your brand's unique story * Share it through engaging content * Cultivate a sense of community * Craft a coherent experience * Stand out with simplicity and transparency The world may be growing louder, but with Brand Now's big ideas and practical toolbox, you can break through the noise-and win a place in the hearts and minds of your customers.
Business & Economics

Small Business Marketing

A Guide for Survival, Growth, and Success

Author: Stuart Atkins,Stuart Atkins Mba

Publisher: Booksurge Publishing

ISBN: 9781439255414

Category: Business & Economics

Page: 178

View: 5716

This practical book is designed to accelerate your small business marketing learning curve and review key principles of revenue-generating marketing. Perfect for a boardroom or a bathroom read!
Business & Economics

Absolute Value

What Really Influences Customers in the Age of (Nearly) Perfect Information

Author: Itamar Simonson,Emanuel Rosen

Publisher: Harper Collins

ISBN: 006221568X

Category: Business & Economics

Page: 256

View: 700

Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix, a totally new way of thinking about consumer decision making and marketing, and about developing more effective business strategies. How people buy things has changed profoundly—yet the fundamental thinking about consumer decision-making and marketing has not. Most marketers still believe that they can shape consumers’ perception and drive their behavior. In this provocative book, Stanford professor Itamar Simonson and bestselling author Emanuel Rosen show why current mantras are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes. Absolute Value answers the pressing questions of how to influence customers in this new age. Simonson and Rosen point out the old-school marketing concepts that need to change and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment. Filled with deep analysis, case studies, and cutting-edge research, this forward-looking book provides a totally new way of thinking about marketing.
Business & Economics

Mobile Influence

The New Power of the Consumer

Author: Chuck Martin

Publisher: St. Martin's Press

ISBN: 1137356243

Category: Business & Economics

Page: 256

View: 1558

The explosion of mobile access across the globe has shaken the foundations of the traditional sales funnel, and businesses are scrambling to adapt and find new ways to tap into the market. For all their effort, many have failed to realize that the issue is not how to reach the customer where they are, but where they are going and their mindset at the moment. With the staggering growth in the use of mobile technology as both product research and purchase point, businesses have yet to fully understand the important role mobile devices play in the basic structure of the traditional shopping model and the new importance on linking behavior with location. With the death of the traditional sales funnel comes author Chuck Martin's new model, the Mobile Shopping Life Cycle. Based on the author's in-depth research, Martin has identified the six specific moments in the timeline of the sale which marketers must target effectively in order to reach the mobile buyer. From location-based marketing to mobile payment systems, Martin's model gives marketers access to the tools necessary to build a new sales framework that properly addresses the future of the market.
Self-Help

Killing the Perfectionist Within

A Self-Help Guide for Women Suffering from Perfectionism, Anxiety, and Chronic Fatigue Syndrome

Author: Honor Jane Newman

Publisher: Balboa Press

ISBN: 1452529531

Category: Self-Help

Page: 130

View: 2633

Release high expectations, reduce anxiety, and come to accept yourself completely as you are right now. Honor teaches us the beauty of being average through her fun and accessible writing style and practical workbook exercises. Live with greater self confidence and energy Reduce anxiety and self-pressure Be the person youve always wanted to be Loved the book! I enjoyed reading it today with cups of tea and my feet up. Its very accessible and easy to read, as well as very insightful, helpful and practical. Shae M (psychologist)
Business & Economics

Online Or Flatline

The Small Business Owner's Guide to Digital Marketing

Author: Nick Choat

Publisher: Elevate Publishing

ISBN: 1945449012

Category: Business & Economics

Page: 104

View: 7628

Digital marketing is a daunting task for many small business owners. It often seems intimidating and complicated, and the benefits are not easily measured, but without it, many businesses die out. In Online or Flatline, Nick Choat offers compelling reasons to get your business online and easy-to-use tools to make it possible: How to set up an attractive webpage How to prioritize your social media efforts How to use review feedback to interact with customers How to optimize your ability to be found on Google How to combine traditional and digital advertising and many more Nick Choat has witnessed the evolution of digital marketing. He started at a young age, working in his parents' small, hometown grocery store in rural Tennessee, where he learned about customer service and loyalty. When he was offered a management position with Kroger, he made the bold move to exit the food industry, and took a chance on a degree in software development long before the tech boom of the 1990s. His first job was for Boeing, followed by several years consulting businesses for Ernst & Young. He was on board with Disney when they pioneered the online streaming of hi-def television, a revolutionary move when corporations were still fearful of the shifting marketplace. After realizing that he wanted to exchange his life in corporate America for one with more autonomy in his business, he bought a Sports Clips franchise and set a personal goal to empower all small business owners to utilize the tools at their fingertips. Online or Flatline gives small business owners an easy to follow, affordable guide and a strong plan of action for creating a successful and valuable online presence.
Business & Economics

Pinterest Marketing

An Hour a Day

Author: Jennifer Evans Cario

Publisher: John Wiley & Sons

ISBN: 1118417674

Category: Business & Economics

Page: 336

View: 3839

Develop and implement a Pinterest marketing strategy with this step-by-step guide Pinterest is the fastest-growing social media platform, with more than 80 percent of its users women between the ages of 25 and 54. Learn to reach this desirable market by following the advice in this step-by-step, task-based guide! It explains Pinterest's unique appeal and fundamentals, then shows how to develop a strategic marketing plan, set up an account, curate winning content, find followers, and track and monitor Pinterest traffic. The popular An Hour a Day format uses a detailed how-to approach with case studies, tips, interviews, and more. Learn how craft, implement, measure, and optimize a successful Pinterest marketing plan Explore the factors behind Pinterest's appeal and learn how to develop a plan based on your business's core goals, then implement it and monitor the results Review case studies and interviews with successful Pinterest marketers to use as guidelines for your own campaigns Pinterest Marketing: An Hour a Day gives you the know-how and the confidence to market your business on today's hottest social media platform.
Communication in marketing

The Little Book on Digital Marketing Keyword Research

Author: Joseph Stevenson

Publisher: N.A

ISBN: 9781947215009

Category: Communication in marketing

Page: 191

View: 7476

The Little Book on Digital Marketing Keyword Research book contains the most up-to-date examples of keyword research methods used in professional digital marketing agencies today. Written by an SEO expert, this book contains everything from long and short-tail keywords.
Business & Economics

The Storytelling Edge

How to Transform Your Business, Stop Screaming into the Void, and Make People Love You

Author: Shane Snow,Joe Lazauskas,Contently, Inc.

Publisher: John Wiley & Sons

ISBN: 1119483476

Category: Business & Economics

Page: 208

View: 4263

Transform your business through the power of storytelling. Content strategists Joe Lazauskas and Shane Snow offer an insider’s guide to transforming your business—and all the relationships that matter to it—through the art and science of telling great stories. Smart businesses today understand the need to use stories to better connect with the people they care about. But few know how to do it well. In The Storytelling Edge, the strategy minds behind Contently, the world renowned content marketing technology company, reveal their secrets that have helped award-winning brands to build relationships with millions of advocates and customers. Join as they dive into the neuroscience of storytelling, the elements of powerful stories, and methodologies to grow businesses through engaging and accountable content. With The Storytelling Edge you will discover how leaders and workers can craft the powerful stories that not only build brands and engage customers, but also build relationships and make people care—in work and in life.
Business & Economics

Digital Sense

The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience

Author: Travis Wright,Chris J. Snook

Publisher: John Wiley & Sons

ISBN: 1119291747

Category: Business & Economics

Page: 304

View: 7308

Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.
Business & Economics

Small Business Marketing Strategies All-In-One For Dummies

Author: Consumer Dummies

Publisher: John Wiley & Sons

ISBN: 1119236932

Category: Business & Economics

Page: 600

View: 496

6 Books in 1 Generate high-impact marketing campaigns There's more to a successful campaign than spinning the marketing wheel of fortune and hoping for the best. This all-encompassing guide shows you how to develop and execute winning plans that result in growth and revenue every time. Get ready to incorporate tried-and-true marketing methods that will put your small business on top. 6 Books Inside... Setting Up Your Marketing Foundation Getting Started with Your Campaign Content Is King: Content Marketing Using Social Media Incorporating Traditional Marketing Measuring Results
Internet marketing

Color Your Message

The Art of Digital Marketing and Social Media

Author: Lisa Caprelli

Publisher: CreateSpace

ISBN: 9781502728555

Category: Internet marketing

Page: 194

View: 5937

#1 Best Seller | Color Your Message helps you get more customers! Globally, video traffic will be 79% of all consumer Internet traffic in 2018. 80% of the U.S. uses Google to get found. There is an art and style to using today's colorful digital tools you need to know about! Discover why black and white (traditional marketing) is out and why Color Your Message refers to branding, advertising and marketing. Every business has a message that starts with your brand, messages, story, digital practices using Google, video, effective websites Facebook, Twitter, LinkedIn, Instagram, social media, keywords, content marketing, YouTube and so much more! The author opens with an inspirational story about adapting to change while giving a new perspective on marketing. She uses permissible data from Google and Pew Research. This book helps entrepreneurs, leaders, business executives and CEO's get their greatest work into the world utilizing digital marketing tools, social media and technology right at your fingertips! Learn how to increase your business revenues and profits leveraging today's marketing tools. You can quickly take advantage of the author's experience who has spent over $1 million on advertising for the mere cost of a book! Learn what works and what does not. Marketing is what will bring you new and returning customers. Discover proven methods to leverage technology with your product or service! WHAT YOU WILL LEARN FROM THIS BOOK: Why content marketing combined with social media is extremely powerful! How to brand your business to be purposeful and social. Why remaining status quo can make you blind to new ways of doing things. Is your company taking advantage of innovation? 23 Business Owner Questions that will help you redefine your purpose. How to position your name and brand in your community and on the web. Tools to get to the top rankings of Google. Learn how communicate with Google in a language it understands. How to look at traditional and new media in a different light. The Internet is Video Centric - is your marketing? Two-thirds of the world's mobile data traffic will be video by 2017. Social media is only one tool or one "color" of many to choose from. How to identify the advertising and marketing platforms that are right for you. How combining a winning strategy can help your business double or triple in growth! This is not another bland HOW-TO book - it is a book that gives a clear understanding of WHAT needs to be done and WHY! Color Your Message will add pizzazz to your business, value and brand. Caprelli tells readers why content marketing is "the new black," and encourages them to think outside of social media and take advantage of the many "colors" you can choose from. As advance readers of Caprelli's book have commented, looking at digital marketing in this fresh, new way opens up a wide range of possibilities. After reading "Color Your Message," readers are certain to feel energized and excited about a subject that can seem overwhelming. This book also contains permissible content by Google and Pew Research. It should come as no surprise that taking an artistic approach to the subjects of online marketing and social media comes from Lisa Caprelli. In addition to an extensive career in the marketing sector - having overseen the investment of over a million dollars in advertising and marketing expenditures on behalf of numerous CEO's and business people from varied industries such as automotive, lawyer, medical, retail, etc. - Caprelli is also an acclaimed artist. Lisa Caprelli Invites You to Become An ArtisticCreator of Your Online Marketing Strategy, and "Color Your Message!"
Business & Economics

Disruptive Marketing

What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal

Author: Geoffrey Colon

Publisher: AMACOM

ISBN: 0814437400

Category: Business & Economics

Page: 256

View: 5684

Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that’s not enough? What if most people ignore company messages? What if consumer engagement never goes further than the “like” button? A sobering reality is hitting marketers. Technology hasn’t just reshaped mass media, it’s altering behavior as well. And getting through to customers will take some radical rethinking. First step is to toss the linear plan. Next is to strip away conventions, open your mind, and join Disruptive Marketing on a provocative, fast-paced tour of our changing world . . . Where selling is dead, but ongoing conversation thrives Where consumers generate the best content about brands Where people tune out noise and listen to feelings Where curiosity leads the marketing team Where growth depends on merging analytics with boundless creativity Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, this book will propel you out of your comfort zone and into the disruptive mindset you need for future success.
Business & Economics

Digital Minds

12 Things Every Business Needs to Know about Digital Marketing

Author: WSI

Publisher: FriesenPress

ISBN: 1460230213

Category: Business & Economics

Page: 264

View: 8636

Technology and the Internet are in flux. Giants like Apple, Google and Facebook are changing the way we interact with each other. Technologies move so quickly that jumping on the train can be daunting for businesses. But the route hasn't always been clear; social media, mobile marketing and search marketing campaigns are always changing. Luckily, digital marketing is still in its infancy and there's plenty of time to get on track. Written by WSI, Digital Minds brings industry-proven expertise to assist your business with hot strategies for content marketing, social media, responsive web design, SEO, display advertising, email marketing and more. By grasping the trends now, your business can catch up to speed and stay ahead of the competition.
Business & Economics

Optimize

How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing

Author: Lee Odden

Publisher: John Wiley & Sons

ISBN: 1118167775

Category: Business & Economics

Page: 243

View: 7587

Outlines an approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement, covering such topics as determining creative tactics and measuring value.
Business & Economics

Killing Giants

10 Strategies to Topple the Goliath in Your Industry

Author: Stephen Denny

Publisher: Penguin

ISBN: 9781101476215

Category: Business & Economics

Page: 256

View: 3393

Everyone thought Eric Ryan and Adam Lowry were crazy to start Method, a new cleaning products company. The category had long been dominated by P&G, Unilever, and Colgate-Palmolive. Those giants had so much clout with the retail chains that their soaps had barely needed updating for decades. But by taking advantage of its underdog position, Method carved out a very profitable niche: environmentally sound products in stylish, innovative packaging. Despite having a far smaller marketing budget than their competitors, Method connected with a substantial minority of people who wanted to "buy green" but who also wanted high-quality products. Marketing expert Stephen Denny argues that, like Method, any brand can directly challenge the giant of its category and not only survive, but thrive. While it's inconvenient to be the little guy, it can also be a blessing in disguise. Giant- killers can afford to shake things up and take bold steps. They can be faster and nimbler than giants who are too slow and hidebound to make the painful but necessary changes to stay competitive. By the time they notice that slingshot, they're already keeling over. During his two decades in the trenches, Denny has taken on quite a few giants. And he has interviewed more than seventy other giant-killers across industries- from software to cosmetics to aviation-for their most powerful techniques. Our need to work smarter, with fewer resources, isn't dependent on the state of the economy or on any sense of stability you think you have in your industry. Denny's ten powerful strategies will help you overcome stale business thinking and bureaucracy. They include: ?Win in the last three feet. Leverage someone else's investment-just be there the moment the customer grabs their wallet. ?Create "thin ice" arguments. Shift the conversation to places where the competition can't-or won't-go. ?Fight unfairly. Learn how the underdog can turn the tables. From the hypercompetitive world of social media to high-stakes business-to- business sales to the trenches of retail, Killing Giants is The Art of War for a new era. It proves that size does matter-the size of the fight in the dog.
Social Science

Smart Cities: Big Data, Civic Hackers, and the Quest for a New Utopia

Author: Anthony M. Townsend

Publisher: W. W. Norton & Company

ISBN: 039324153X

Category: Social Science

Page: 400

View: 8091

An unflinching look at the aspiring city-builders of our smart, mobile, connected future. We live in a world defined by urbanization and digital ubiquity, where mobile broadband connections outnumber fixed ones, machines dominate a new "internet of things," and more people live in cities than in the countryside. In Smart Cities, urbanist and technology expert Anthony Townsend takes a broad historical look at the forces that have shaped the planning and design of cities and information technologies from the rise of the great industrial cities of the nineteenth century to the present. A century ago, the telegraph and the mechanical tabulator were used to tame cities of millions. Today, cellular networks and cloud computing tie together the complex choreography of mega-regions of tens of millions of people. In response, cities worldwide are deploying technology to address both the timeless challenges of government and the mounting problems posed by human settlements of previously unimaginable size and complexity. In Chicago, GPS sensors on snow plows feed a real-time "plow tracker" map that everyone can access. In Zaragoza, Spain, a "citizen card" can get you on the free city-wide Wi-Fi network, unlock a bike share, check a book out of the library, and pay for your bus ride home. In New York, a guerrilla group of citizen-scientists installed sensors in local sewers to alert you when stormwater runoff overwhelms the system, dumping waste into local waterways. As technology barons, entrepreneurs, mayors, and an emerging vanguard of civic hackers are trying to shape this new frontier, Smart Cities considers the motivations, aspirations, and shortcomings of them all while offering a new civics to guide our efforts as we build the future together, one click at a time.
Business & Economics

Million Dollar Maverick

Forge Your Own Path to Think Differently, Act Decisively, and Succeed Quickly

Author: Alan Weiss

Publisher: Routledge

ISBN: 1351861239

Category: Business & Economics

Page: 224

View: 1272

When it comes to how to succeed as an entrepreneur, we are besotted with advice. According to bestselling author Alan Weiss, success is a combination of opportunism, very disciplined work, luck, timing, and ignoring most advice. In other words, it means striking out on your own, original path to success. In Million Dollar Maverick, he explains that entrepreneurs don't take advice, they create value and then monetize it. They do what they love and are great at and find a way to sell it to people. They do not--contrary to "conventional wisdom"--chase money. They attract money. And most of all they think differently, act decisively--and, if talent and timing are with them, succeed quickly. Drawing on over thirty years of experience as a consultant, speaker, and global expert, Weiss shares his story and "Million Dollar Tips," not found in any of his other books, to help entrepreneurs gain influence, build confidence, and develop the critical thinking skills they need to discover the inside track to rapid success