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Connect: How to Use Data and Experience Marketing to Create Lifetime Customers Hardcover – September 15, 2014

5 out of 5 stars 4 customer reviews

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Editorial Reviews

From the Inside Flap

Marketing is going through a revolution that rivals the impact of Gutenberg’s printing press. Customers are in control and marketers have become an unnecessary annoyance. It’s more important than ever to have connected marketing that is relevant to customers’ needs across myriad channels.

Connect is the hands-on resource for succeeding in the new age of marketing that demands organizations create world-class, relevant, and connected customer experiences. Lars Birkholm Petersen, Ron Person, and Christopher Nash offer tactics that can be put in place today while at the same time helping to set the long-term vision and planning for effective marketing. The authors—experts in the field of experience marketing—show what it takes to become relevant to individual customers, to be accessible through multiple online and offline channels, and to link digital goals and metrics to business objectives. This marketing strategy does more than simply increase the customer base; it changes customers into lifetime advocates.

The authors reveal how to connect with different groups of customers and their different intents, motivations, emotions, and decision processes throughout the different stages of the customer journey. In many organizations—for example, hospitals, municipalities, nonprofits, and so forth—they aren’t selling products, but a decision and commitment are still necessary. For most organizations, branding and loyalty are critical to their overall success. To ensure that success, Connect shows how to create marketing that is personal, relevant, and accessible at all touch points throughout a customer’s life cycle, both online and offline.

Connect is a comprehensive and accessible guide to customer focused marketing. It is filled with compelling examples, recommendations, initiatives, work-arounds, and step-by-step processes on how leaders can move their team to a higher level of marketing excellence. The book’s companion website includes a wealth of fresh content, structural frameworks, high-resolution illustrations, templates, and organizational assessments, that will help your organization grow it’s customer experience maturity.

It’s a tough new world of marketing, but Connect takes you inside this world to reveal how you can jump ahead of your competitors.

From the Back Cover

Experience marketing that inspires unwavering brand loyalty

“Customer experience management is no longer an option, a nice-to-have, or a remote step in the five year strategic plan. Now is the time to act, embrace technology and build connected experiences that put the customer at the center. Success is dependent on truly understanding the customer needs and matching the complexities of an ever-changing digital landscape with the goals of your organization. Read this book today, and prepare your business for a superlative tomorrow.”
—Scott Liewehr, President, Principal Analyst, Digital Clarity Group

“This eye-opener should be read by all brands. It gives a comprehensive look at why customer intelligence needs to be at the center of any digital marketing strategy and more importantly how to create a phenomenal customer experience that leads to greater profitability.”
—Michelle Accardi-Petersen, Chief Marketing Officer at Star2Star Communications and Author of Agile Marketing

“Companies are on a mission: they need to embrace digital marketing and Big Data to better engage and connect with their customers. The core precepts outlined in this book will help organizations along this journey. Engaging. Connecting. Words to survive and prosper by.”
—Jeff Cotrupe, Industry Director, Big Data & Analytics, Stratecast|Frost & Sullivan

Welcome to the new age of experience marketing. This new age demands that marketing align with customers by providing relevant content using the customer’s preferred channels for communication. Marketing must be faster and more agile than in the past, ready to move rapidly to leverage new technology and stay connected and available to customers.

Written by Lars Birkholm Petersen, Ron Person, and Christopher Nash, leaders in the field of experience marketing, this vital resource offers marketers the tools and ideas they need to succeed in today’s customer-driven marketplace. The authors reveal how to tap into the power of new ways of thinking and new processes so that any organization will be relevant to individual customers, accessible through multiple online and offline channels, and able to link digital goals and metrics to business objectives. Once a company has its customer-connected approach in place, it can build customers who are lifetime advocates. Connect and its companion website give you a wealth of illustrative examples, recommendations, initiatives, and step-by-step processes for taking your organization to new levels of marketing. Now, you will know how to attract new customers and keep them for life.

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Product Details

  • Hardcover: 272 pages
  • Publisher: Wiley; 1 edition (September 15, 2014)
  • Language: English
  • ISBN-10: 111896361X
  • ISBN-13: 978-1118963616
  • Product Dimensions: 6.3 x 1 x 9.3 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #328,693 in Books (See Top 100 in Books)

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Top Customer Reviews

Format: Hardcover
Business owners and marketers alike need to understand data and the customer journey to remain competitive in today's market. This book shows you how to remain relevant by using the data to make better marketing decisions. The digital footprint that our customer leave give us wonderful information to correct pathways and make our exchanges with customers more purposeful and relevant. This is an important resource and documents how to use data to create a customer journey that frankly our customers expect.
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Format: Hardcover Verified Purchase
Connect does a great job of walking through the necessary steps in developing a top digital customer experience. Lars and team illustrate that there is a methodology to the process and not always a linear progression. If you are looking to develop a good foundation on online customer experience and how these experiences can translate into measurable marketing performance improvement, I'd recommend you grab this resource.
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Format: Hardcover
Connect. A book written for all those who want to understand what is happening in a world driven by customer experience. But also for all the marketeers that are picking up their new mandate and want to shape a marketing organisation that is contributing to digital top and bottom line revenue growth. Connect is a well balanced book that focusses on technology, processes and people. That makes it a roadmap for transformation. Not only in marketing, but for your whole business. Buy it, read it, use the tools, the website that comes with the book, and apply it.
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Format: Kindle Edition Verified Purchase
Excellent basis for understanding the place of your company in the digital experience world.
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