The Rise of the Platform Marketer

Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms

Author: Craig Dempster,John Lee

Publisher: John Wiley & Sons

ISBN: 1119059798

Category: Business & Economics

Page: 240

View: 8411

Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the "always-on" consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pace with marketing's increasingly rapid evolution and capabilities. The expansion of digital platforms has created addressability opportunity through search, video, display, and social media, offering today's foremost opportunity for competitive advantage. This book outlines the capabilities and perspective required to reap the rewards, helping you shift your strategy to align with the demands and expectations of the modern consumer. Develop the tools, metrics, and processes necessary to engage the modern consumer Gain a deep understanding of Connected Customer Relationship Management Leverage trends in technology and analytics to create targeted messages Adjust your company's structure and operations to align with new capabilities The new era of marketing requires thorough understanding of cCRM, along with the knowledge and innovative forethought to thrive in the ever-expanding digital audience platform environment. The Rise of the Platform Marketer gives you an edge, and helps you clear a path to full implementation.

Die Plattform-Revolution

Von Airbnb, Uber, PayPal und Co. lernen: Wie neue Plattform-Geschäftsmodelle die Wirtschaft verändern

Author: Geoffrey G. Parker,Marshall W. Van Alstyne,Sangeet Paul Choudary

Publisher: MITP-Verlags GmbH & Co. KG

ISBN: 3958455212

Category: Business & Economics

Page: 320

View: 5911

Storytelling in sozialen Medien

So landen Unternehmen im Kampf um Kunden gezielte Treffer mit Facebook, Twitter, Snapchat & Co

Author: Gary Vaynerchuk

Publisher: books4success

ISBN: 3864705312

Category: Business & Economics

Page: 224

View: 5815

Für Unternehmen zählt heute vor allem eines: Wie verknüpfen sie ihr Produkt oder ihre Dienstleistung treffsicher mit den wichtigsten sozialen Medien und mobilen Geräten, damit sie zum Kunden kommen? Wie nutzen sie die Tools auf Facebook, Instagram, Pinterest, Twitter und Tumblr so, dass ihr Geschäftsmodell bekannt wird? Gary Vaynerchuk nimmt sich Unternehmen quer durch alle Branchen vor und zeigt an ihrem Beispiel, was sie bereits richtig machen und was noch besser geht. Er bietet griffige Marketing-Strategien auf dem neuesten Stand. Für Marketing-Leute, die im Ring stehen. Und alle, die den perfekten Unternehmensauftritt für ihren rechten Haken nutzen wollen.

The Rise of a Party-State in Kenya

From "Harambee!" to "Nyayo!"

Author: Jennifer A. Widner

Publisher: Univ of California Press

ISBN: 9780520911857

Category: History

Page: 308

View: 6205

Although Kenya is often considered an African success story, its political climate became increasingly repressive under its second president, Daniel arap Moi. Widner charts the transformation of the Kenya African National Union (KANU) from a weak, loosely organized political party under Jomo Kenyatta into an arm of the president's office, with "watchdog" youth wings and strong surveillance and control functions, under Moi. She suggests that single-party systems have an inherent tendency to become "party-states," or single-party regimes in which the head of state uses the party as a means of control. The speed and extent of these changes depend on the countervailing power of independent interest groups, such as business associations, farmers, or professionals. Widner's study offers important insights into the dynamics of party systems in Africa.

The Rise of the Global Nomad

How to Manage the New Professional in Order to Gain Recovery and Maximize Future Growth

Author: Jim Matthewman

Publisher: Kogan Page Publishers

ISBN: 0749460164

Category: Business & Economics

Page: 216

View: 4538

There is an urgent need for new thinking - a clear mind shift - in terms of leadership and people management as the focus of world recovery switches from US/Western best practices to recovery and growth centred on developing and emerging markets. A cadre of global professional is appearing who will drive both the recovery and future growth of international organizations - The Global Nomad. The Rise of the Global Nomad explains how this new workforce is the engine room of the modern organization. Promoting recovery and driving growth by operating in the new markets. The global nomad, predominantly Generation Y, is characterised by a new set of principles and attitudes; embracing change, up for the challenge, they are not loyal to any one organization. Recognising that they are the key to unlocking the potential in these new markets, the author describes how organizations need to restructure and change their ideas to embrace the global nomad and maximise their power in the new economy.

Facets of Corporate Identity, Communication and Reputation

Author: Tc Melewar

Publisher: Routledge

ISBN: 1134136129

Category: Business & Economics

Page: 256

View: 1707

Corporate branding and communication is big business. Companies throughout the world invest millions in strategies which aim to reinvent their profile in subtle yet important ways. The investment must be working, but what is it being spent on, and how do these rebranding exercises work? Including contributions from academics and practitioners, this important collection unravels the complexities of this growing field of study. The text is split into three coherent sections, focusing in turn on identity, communication and reputation. Case studies are used throughout the book to illustrate important issues, such as the basic principles of visual communication, the importance of reaching both internal and external stakeholders, and the challenges faced by companies working in multi-cultural environments. This book brings clarity and new theoretical insights to an important aspect of modern business. It is an invaluable companion for all students, researchers and practitioners with an interest in marketing, communications and international business.

Social Media Marketing in BRIC Countries

Author: Elena Trost

Publisher: LIT Verlag Münster

ISBN: 3643902646

Category: Business & Economics

Page: 126

View: 8932

The economic growth and increasing Internet access within the countries of Brazil, Russia, India, and China (BRIC) is opening new opportunities for companies to reach wider audiences. This study examines these opportunities and assesses how global companies are capitalizing on these emerging markets - in particular, the degree to which digital marketing and social CRM through social networks are being used. For the purposes of this analysis, three German brands are examined in detail - BMW, Adidas, and NIVEA. The book shows that the regular interaction with Internet users and the monitoring of social networks can result in companies experiencing an uplift in both public perception and engagement. Another aspect addressed is the cultural variance that needs to be taken into account when planning social media activities. The book concludes that the full potential of social media has yet to be utilized within the BRIC countries, and that there is a unique opportunity to be realized by companies. (Series: Internet Economy / Internetokonomie - Vol. 6)

The Big Data-Driven Business

How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits

Author: Russell Glass,Sean Callahan

Publisher: John Wiley & Sons

ISBN: 1118889789

Category: Business & Economics

Page: 224

View: 1321

Get the expert perspective and practical advice on big data The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits makes the case that big data is for real, and more than just big hype. The book uses real-life examples—from Nate Silver to Copernicus, and Apple to Blackberry—to demonstrate how the winners of the future will use big data to seek the truth. Written by a marketing journalist and the CEO of a multi-million-dollar B2B marketing platform that reaches more than 90% of the U.S. business population, this book is a comprehensive and accessible guide on how to win customers, beat competitors, and boost the bottom line with big data. The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Big data is the key to this insight, because it provides a comprehensive view of a company's customers—who they are, and who they may be tomorrow. The Big Data-Driven Business is a complete guide to the future of business as seen through the lens of big data, with expert advice on real-world applications. Learn what big data is, and how it will transform the enterprise Explore why major corporations are betting their companies on marketing technology Read case studies of big data winners and losers Discover how to change privacy and security, and remodel marketing Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming less of a competitive advantage and more like an industry standard. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and The Big Data-Driven Business provides the practical guidance businesses need.

The Marketing Playbook

Five Battle-Tested Plays for Capturing and Keeping the Leadin Any Market

Author: John Zagula,Rich Tong

Publisher: Penguin

ISBN: 1440684979

Category: Business & Economics

Page: 336

View: 1656

Every company needs to figure out the best way to beat the competition. What do you do if the other guy is already dominating the market? Should you challenge them head on or lie low for a while? Should you offer customers high-end features or a low-end price? Or both? During their years at Microsoft, John Zagula and Richard Tong answered such questions so effectively that they helped Microsoft Office and Windows grow from a 10 percent to 90 percent market share. As venture capitalists, Zagula and Tong have continued to test and perfect their system with hundreds of companies of all sizes and at all stages. Now they’re sharing their best ideas and methods in an easy-to-apply book that will be enormously helpful to marketers in every industry and leaders in every size company. The Marketing Playbook explains the five basic strategies for a competitive market—The Drag Race Play, The Best of Both Play, The High-Low Play, The Platform Play, and The Stealth Play. It illustrates how each one works, how to pick the best one for a given situation, and then how to implement it effectively in the real world. Just like a great sports coach with a well-designed playbook, managers who read this book will have the tools, tips, and tricks they need to leapfrog market research, craft a smart strategy, motivate their team, and start scoring major points with customers and against the opposition.

Facebook Marketing

An Hour a Day

Author: Chris Treadaway,Mari Smith

Publisher: John Wiley & Sons

ISBN: 1118239121

Category: Business & Economics

Page: 360

View: 9222

The bestselling Sybex guide to marketing on Facebook, now fully updated As the second most-visited site on the web, Facebook offers myriad marketing opportunities and a host of new tools. This bestselling guide is now completely updated to cover all of the latest tools including Deals, sponsored stories, the Send button, and more. It explains how to develop a winning strategy, implement a campaign, measure results, and produce usable reports. Case studies, step-by-step directions, and hands-on tutorials in the popular Hour-a-Day format make this the perfect handbook for maximizing marketing efforts on Facebook. This revised guide fills you in on the latest Facebook conventions, tools, and demographics, and outlines the important strategic considerations for planning a campaign Takes you step by step through crafting an initial Facebook presence, developing an overall marketing strategy, setting goals, defining metrics, developing reports, and integrating your strategy with other marketing activities Covers using features such as events, applications, and pay-per-click advertising Includes case studies and directions for updating, monitoring, and maintaining your campaign This popular guide is packed with up-to-date information to help you develop, implement, measure, and maintain a successful Facebook marketing program.

Political Marketing in the United States

Author: Jennifer Lees-Marshment,Brian Conley,Kenneth Cosgrove

Publisher: Routledge

ISBN: 1136212183

Category: Political Science

Page: 330

View: 2144

Political Marketing in the United States explores how politicians and parties utilize marketing concepts and tools, providing an up-to-date and broad overview of how marketing permeates U.S. politics. The volume focuses on current and recent elections and leaders, and covers a range of topics, including market research, marketing parties and volunteers, strategy and branding, communications, delivery, and marketing in government. The main themes and objectives of the book are to cover: New and emerging trends in political marketing practice Analysis of a broad range of political marketing aspects Empirical examples as well as useful theoretical frameworks Discussion of state/local level as well as presidential politics This is the first comprehensive treatment of the subject available and captures the field as it is rapidly growing. It is a must-read for students and scholars of political parties, political communication, applied politics, and elections.

Recent Advances in Information and Communication Technology

Proceedings of the 10th International Conference on Computing and Information Technology (IC2IT2014)

Author: Sirapat Boonkrong,Herwig Unger,Phayung Meesad

Publisher: Springer Science & Business Media

ISBN: 3319065386

Category: Computers

Page: 346

View: 2838

Computer and Information Technology (CIT) are now involved in governmental, industrial, and business domains more than ever. Thus, it is important for CIT personnel to continue academic research to improve technology and its adoption to modern applications. The up-to-date research and technologies must be distributed to researchers and CIT community continuously to aid future development. The 10th International Conference on Computing and Information Technology (IC 2 IT2014) organized by King Mongkut's University of Technology North Bangkok (KMUTNB) and partners provides an exchange of the state of the art and future developments in the two key areas of this process: Computer Networking and Data Mining. Behind the background of the foundation of ASEAN, it becomes clear that efficient languages, business principles and communication methods need to be adapted, unified and especially optimized to gain a maximum benefit to the users and customers of future IT systems.

Marketing Big Oil: Brand Lessons from the World’s Largest Companies

Author: M. Robinson

Publisher: Springer

ISBN: 1137388072

Category: Business & Economics

Page: 153

View: 2820

Marketing Big Oil begins with an historical perspective looking at how Big Oil came to be and then analyzes the marketing and corporate branding programs of these oil titans to demonstrate what does and doesn't work, showing us how even the largest companies sometimes fail to get their message across.

A Chance for the World Bank

Author: Jozef Ritzen

Publisher: Anthem Press

ISBN: 1843311623

Category: Business & Economics

Page: 225

View: 6106

This book is an authoritative and radical manifesto for urgently needed changes in development cooperation. 'A Chance for the World Bank' provides an overview of the challenges faced by the World Bank, and explores how it has organized itself to deal with its mission. It proposes that, unless radical steps are taken by the World Bank, the first decade of the century will witness a ever-widening gulf between the poor and rich countries.

Connect

How to Use Data and Experience Marketing to Create Lifetime Customers

Author: Lars Birkholm Petersen,Ron Person,Christopher Nash

Publisher: John Wiley & Sons

ISBN: 1118963628

Category: Business & Economics

Page: 272

View: 5653

Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important. Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers to remain relevant Craft a personal, relevant, and accessible customer journey that engages the connected customer Keep in touch throughout the customer's life cycle, both online and offline Link digital goals and metrics to business objectives for a more relevant strategy Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.

Guerrilla Marketing on the Internet

The Definitive Guide from the Father of Guerrilla Marketing

Author: Jay Levinson,Mitch Meyerson,Mary Eule Scarborough

Publisher: Entrepreneur Press

ISBN: 161308031X

Category: Business & Economics

Page: 238

View: 8347

The Father of Guerrilla Marketing, Jay Conrad Levinson, changed marketing forever when he unleashed his original arsenal of marketing tactics for surviving the advertising jungle on a shoestring budget. And now, Levinson and online marketing masters Mitch Meyerson and Mary Eule Scarborough once again show you how to beat the odds by combining the unconventional, take-no-prisoners Guerrilla Marketing approach with today’s ultimate marketing weapon—the Internet. Learn how to use the internet Guerrilla style. Level the playing field, and achieve greater online visibility. Boost traffic to your website. Convert visitors into paying clients. Capture and keep your market share, and create multiple income streams—all while saving time and money! This complete Guerrilla Marketing online guide includes: • The 10 most effective Guerrilla strategies • Case studies of the five greatest online Guerrilla Marketing campaigns • How to create a high-impact website on a budget • Low-cost tactics for maximizing traffic • The 12 biggest internet marketing mistakes and how to avoid them • Creative tactics and cutting-edge tools that inspire customers to take action • Essential information on cutting-edge technology

The Rise and Fall of Art Needlework

Its Socio-economic and Cultural Aspects

Author: Linda Cluckie

Publisher: Arena books

ISBN: 0955605571

Category: Art

Page: 198

View: 7895

Cluckie explores the growth and development of Art Embroidery in Britain circa 1870-1890, giving special consideration to the support received from the art establishment in designing for and educating embroiderers. This thesis demonstrates the hidden workforce's contribution to the British economy.

Exploring Web Marketing and Project Management

Author: Donald Emerick,Kimberlee Round

Publisher: Prentice Hall Professional

ISBN: 0130163961

Category: Computers

Page: 683

View: 4641

Develop an Internet business strategy Build a winning project team Work toward your Webmaster Certification Total Management Strategies for Web-based Projects. Written by Donald Emerick and Kim Round with Susan Joyce Get the expert's view on marketing and communications for the Web. Learn insiders' tips for developing and implementing a business plan that works in the online community, then follow through by learning how to build a great project team and manage clients, workers, and technology to achieve your goals. With this interactive workbook, you'll be creating your own real outline as you work through the case studies, exercises, and labs that underscore the reading in each section. By the time you're through, you will have a complete work plan to refer to as you manage your next project. Exploring Web Marketing and Project Management gives you the skills to: Turn your creative vision into a marketing strategy and find the technology to support it Reach the clients that are right for your business Develop your plans into reality Manage the project, the team, and the client Get to the product launch-and through it Understand the special legal issues surrounding Internet communications Exploring Web Marketing and Project Management is great for hands-on classroom use, self-paced study toward certification, or just as a practical guide for anyone who wants to do business on the Worldwide Web. About the Foundations of Web Site Architecture Series Endorsed by WOW, The World Organization of Webmasters, these fully interactive workbooks-and their companionwebsites at www.phptr.com/phptrinteractive.com-give you the core skills you need to manage content, business, and technology on the Worldwide Web. They are building blocks in Prentice Hall's comprehensive curriculum for professional Webmaster certification. About WOW The World Organization of Webmasters is a professional organization with thousands of members and affiliates worldwide. Started as a non-profit organization, WOW was created to enhance the role and position of those individuals who create, manage, maintain, and market websites. This support is provided through membership in WOW. For more information on becoming a member, please visit, www.world-webmaster.org

New Developments in Online Marketing

Author: Stephen Tagg,Alan Stevenson,Tiziano Vescovi

Publisher: Routledge

ISBN: 1135743525

Category: Business & Economics

Page: 14

View: 8138

There can be little doubt about the profound impact that the Internet has had on all aspects of business over the past decade. Indeed, it is now widely accepted that we have entered a new and even more revolutionary phase in the development of the Net as a global marketing and communications platform; a phase characterised by information ‘pull’ rather than ‘push’, user-generated content, openness, sharing, collaboration, interaction, communities, and social networking. New generation Web-based communities and hosted applications are beginning to have a major impact on customer behaviour across a diverse range of industries. These new applications represent a fundamental change in the way people use the Internet, their online expectations, and experiences. From a marketing perspective, the most distinctive feature is not the technology involved but rather the growth of a new global culture – a ‘Net generation’ culture based on decentralised authority rather than hierarchy and control, online socialising and collaboration, user-generated and distributed content, open communications, peer-to-peer sharing, and global participation. Success in this new online environment, characterised by people and network empowerment, requires new ‘mindsets’ and innovative approaches to marketing, customer, and network relationships. This book makes a valuable contribution to the field by examining recent and future developments in online marketing, including the revolutionary impact of new media. Chapters cover a wide range of topics, including: information exchange on bulletin board systems and in online consumer portals; Web 2.0 and ‘New-Wave Globals’; online tribal marketing; co-creation; industry impact; privacy issues; online advertising effectiveness; and practitioner prognostics for the future of online marketing. This book was originally published as a special issue of the Journal of Marketing Management.