Praise for Data-Driven Marketing ´´To paraphrase the old adage: ´Half of marketing dollars are effective, we just don´t know which half!´ This book changes the marketing game so you´ll really know what´s working and what´s not. The 15 metrics, along with the case examples, are an authoritative toolkit for making better decisions to create new markets, drive revenue, increase customer satisfaction, and improve profitability.´´ -John M. Boushy, former CEO, Ameristar Casinos, Inc. ´´A groundbreaking combination of research, frameworks, and pragmatic advice for both controlling and radically improving marketing. A must-read for the entire marketing organization, from the CMO to the front lines.´´ -Barry Judge, Executive Vice President and Chief Marketing Officer, Best Buy ´´Business-to-consumer marketing and business-to-business marketing are very different. Through detailed examples, this outstanding book shows how to apply data-driven marketing in both worlds for real results. This book is for anyone in business, not just marketing, who wants to step up the performance of their marketing.´´ -David G. Bills, Senior Vice President and Chief Marketing and Sales Officer, DuPont ´´Every year, baseball teams go to places like Florida and Arizona to run through the basics which are the cornerstone of performance excellence. This book is the marketing equivalent of taking all those ground balls. An essential read for every marketer who cares about-and wants to improve upon-the science of their craft.´´ -Derek Ungless, Executive Vice President and Chief Marketing Officer, DSW Shoe Warehouse
Until now, the literature on innovation has focused either on radical innovation pushed by technology or incremental innovation pulled by the market. In Design-Driven Innovation: How to Compete by Radically Innovating the Meaning of Products, Roberto Verganti introduces a third strategy, a radical shift in perspective that introduces a bold new way of competing. Design-driven innovations do not come from the market; they create new markets. They don´t push new technologies; they push new meanings. It´s about having a vision, and taking that vision to your customers. Think of game-changers like Nintendo´s Wii or Apple´s iPod. They overturned our understanding of what a video game means and how we listen to music. Customers had not asked for these new meanings, but once they experienced them, it was love at first sight. But where does the vision come from? With fascinating examples from leading European and American companies, Verganti shows that for truly breakthrough products and services, we must look beyond customers and users to those he calls ´´interpreters´´ - the experts who deeply understand and shape the markets they work in. Design-Driven Innovation offers a provocative new view of innovation thinking and practice.
In Blockchain Revolution, Don and Alex Tapscott reveal how this game-changing technology will shape the future of the world economy, dramatically improving everything from healthcare records to online voting, and from insurance claims to royalty payments. Brilliantly researched and highly accessible, this is the essential text on the next major paradigm shift. Read it, or be left behind.
Every day, thousands of golfers purchase equipment that simply will not work for them, leading to poor performance and higher scores. This book was written to help consumers better understand how golf clubs work and how to select appropriate equipment for any skill level. This is the plain truth about clubs - not marketing hype. 1. Language: English. Narrator: John Grasse, Casey Dotson. Audio sample: http://samples.audible.de/bk/anna/000001/bk_anna_000001_sample.mp3. Digital audiobook in aax.
Supported by online tools, including The 80/20 Power Curve, a tool that helps you see invisible money, and a Marketing DNA Test, a personal assessment that zeroes in on one´s natural selling assets, this guide intends to change the game for seasoned and novice marketers and sellers.
Happily create customers for keeps.If marketing is the art of creating a customer, smart marketing creates customers who want to stick around and who match the values and approach of the business owner or organization. Discover the assumptions and actions underpinning the ability to build a solid base of customers you enjoy doing business with. Drawing on her 30 years of business successes and mistakes, creative marketing expert Marcia Yudkin explains the principles that help entrepreneurs and companies attract a distinct set of buyers while maintaining the enthusiasm of both sides. According to Yudkin, author of ´´6 Steps to Free Publicity´´ and 14 other books, following formulas that worked for someone else doesn’t guarantee a successful outcome for you. Instead, cultivate your own business philosophy, tone, persona and pace. Earn attention and loyalty by setting high standards and ignoring those who talk about business as a ´´numbers game.” Discard myths standing in the way of your unique path to success. And cultivate patience, a marketing necessity. Know how to prevent and recover from a business famine, and develop staying power via a core group of supporters. 1. Language: English. Narrator: Marcia Yudkin. Audio sample: http://samples.audible.de/bk/bigh/000402/bk_bigh_000402_sample.mp3. Digital audiobook in aax.
This is the first installment of a series which will take you from beginner to pro in the art of online marketing. You will learn how YouTube will give you an edge in the social media war. After all, modern marketing and business are a battlefield. By harnessing the power of YouTube, your brand will gain traction and position itself in the minds of your core customers. We will look at how to navigate the waters of social media and find the right path toward achieving your goals. The days of banging your head on the wall trying to figure out how to engage your customers are over. We will determine the best course of action for your brand, and your YouTube channel, in order for you to seize the moment. The world is literally at your fingertips. So, let’s make sure you get everything you need to make it happen.What this manual includesKill your competitors Whether you are a novice to the advertising game or a seasoned veteran, you will find valuable and actionable information which can help you stock your advertising arsenal. When you are in the middle of the social media war, anything you can add to your arsenal will give you that extra boost over your competition. An in-depth assessment You will take a deeper look into the basics of YouTube advertising and how you can capitalize on the features that YouTube offers. The early bird gets the worm There’s plenty to talk about and lots of work to be done. There’s no time to waste and lots to be achieved.Key Topics The three pillars of an online marketing strategy.How to understand your core customerHow to identify your brand.How to define your value propositionHow you can take advantage of monetizationThe link between YouTube and other social mediaLearn YouTube the smart way, get your copy today! 1. Language: English. Narrator: Timothy Brandolino. Audio sample: http://samples.audible.de/bk/acx0/145199/bk_acx0_145199_sample.mp3. Digital audiobook in aax.
In an age where individual loan officers and small to medium sized mortgage shops are competing with billion dollar mortgage operations and lead generation companies, there are ways for mortgage originators to tap into the market and create their own fresh, interested, and targeted leads - minus the millions of dollars spent on advertising.It´s time for these strategies and systems to be made available to mortgage professionals who are committed to growing their careers and increasing their incomes. Through Andrew Pawlak´s years of helping everyone from individual LOs and Realtors to publicly traded mortgage lead generation technology companies, he has used the secrets in this book to help clients increase ROI and get more out of every dollar they spend on marketing and business development.Now, Andrew is sharing this life-changing information with every mortgage professional who works hard, but needs to get better results from the time and effort they put into growing their business.Inside, you´ll discover:17 critical components of a mortgage website that produces loans and referrals15 key elements that make for a high-converting mortgage landing pageSecrets the billion dollar mortgage lead generators use to convert clicks into leadsHow to effectively optimize both digital and traditional marketing to get more clients out of every dollar you spend on advertisingWays to better brand you as the preferred mortgage professional in your local marketStrategies for creating consistent leads through social media and retargeting campaignsTechniques for using real estate marketing to drive five times more purchase leadsA complete game plan for getting more business from producing RealtorsEverything you need to know about search engine marketing for mortgage loansProven scripts to open up doors and generate more referral business 1. Language: English. Narrator: Andrew Pawlak. Audio sample: http://samples.audible.de/bk/acx0/099945/bk_acx0_099945_sample.mp3. Digital audiobook in aax.
The modern marketing game has changed. In today´s world, there are more than 2.3 billion active social media users around the globe. The audience of Facebook, Instagram, and Snapchat has surpassed traditional media such as television and radio. Will you change with it? As Charles Darwin said, it is not the strongest or the most intelligent who will survive but those who can best manage change. As society continues to evolve and become more digital and interconnected on varying platforms, it is essential that your brand is represented in the social media sphere. How this audiobook will equip you to build your brand on social media in 2017: You´ll get up-to-date information on what´s working and what´s not It will give you clarity about social media marketing You will learn success secrets from some of the biggest brands today You´ll get practical tips that can be implemented right away You will discover how to benefit from the new social media channels to get a first-mover advantage Here is a glimpse of what you will learn within the audiobook: Why companies need social How to measure success and social media metrics Search engine optimization and social media marketing General tips for social media Dos and don´ts to interacting with your followers on social media How social influencers can grow your business and which one to pick The importance of organic content When you should use paid traffic Cause-related marketing How to find out which platform is best for you by looking at the demographics How to use Facebook to grow your business How to optimize your Facebook page for SEO and likes How often to post on the various platforms How to use Instagram to grow your business 1. Language: English. Narrator: John Marino. Audio sample: http://samples.audible.de/bk/acx0/083367/bk_acx0_083367_sample.mp3. Digital audiobook in aax.
The explosion of blogs, social networkingsites, wikis, video sharing sites, and otherpowerful digital communications platformsmay be the biggest game-changer to impactbusiness since mechanized manufacturing. In today´s Web 2.0 world, company stakeholders--including employees, customers,and investors--are empowered in waysunimaginable just a few years ago, andtraditional corporate hierarchies areyesterday´s news. Rather than attempt to turn back the clockand reassert strict, top-down control overstakeholder relationships, the smartestcompanies worldwide are responding withbold new digital communications strategiesbased on transparency, authenticity, andinclusion, instead of secrecy, artificiality,and exclusion. International corporate communicationsguru Paul A. Argenti provides a lively, up-to-the-minute review of the Web 2.0 landscapeand analyzes the increasingly central rolecorporate communications plays in virtuallyevery organizational function. Argenti andcoauthor Courtney Barnes advise corporateleaders on how to deploy proven strategiesfor using new and emerging digitalplatforms to * Manage brand identity andcompany reputation * Build a culture of engagementand transparency * Turn stakeholders into´´company evangelists´´ * Manage internal communications acrosstime zones and language barriers * Recruit and retain the best talent * Develop compelling messages based oncustomer and investor needs and desires Argenti and Barnes provide case studiesillustrating digital communications bestpractices at HP, Southwest Airlines, Sony,Dell, IBM, Starbucks, HBO, FedEx, GE, andother major players. This groundbreaking book will teach youhow to gain real, manageable control overyour organization´s communications intoday´s virtual world.
Use Video Games to Drive Innovation, Customer Engagement, Productivity, and Profit! Companies of all shapes and sizes have begun to use games to revolutionize the way they interact with customers and employees, becoming more competitive and more profitable as a result. Microsoft has used games to painlessly and cost-effectively quadruple voluntary employee participation in important tasks. Medical schools have used game-like simulators to train surgeons, reducing their error rate in practice by a factor of six. A recruiting game developed by the U.S. Army, for just 0.25% of the Army´s total advertising budget, has had more impact on new recruits than all other forms of Army advertising combined. And Google is using video games to turn its visitors into a giant, voluntary labor force--encouraging them to manually label the millions of images found on the Web that Google´s computers cannot identify on their own. Changing the Game reveals how leading-edge organizations are using video games to reach new customers more cost-effectively; to build brands; to recruit, develop, and retain great employees; to drive more effective experimentation and innovation; to supercharge productivity...in short, to make it fun to do business.This book is packed with case studies, best practices, and pitfalls to avoid. It is essential reading for any forward-thinking executive, marketer, strategist, and entrepreneur, as well as anyone interested in video games in general.In-game advertising, advergames, adverworlds, and beyondChoose your best marketing opportunities--and avoid the pitfallsUse gaming to recruit and develop better employees Learn practical lessons from America´s Army and other innovative case studiesChannel the passion of your user communitiesHelp your customers improve your products and services--and have fun doing itWhat gamers do better than computers, 1. Language: English. Narrator: Stow Lovejoy. Audio sample: http://samples.audible.de/bk/adbl/000633/bk_adbl_000633_sample.mp3. Digital audiobook in aax.
Strategies for any company to transform its sales and marketing efforts in a way that truly accelerates revenue growth Revenue Disruption delivers bold new strategies to transform corporate revenue performance and ignite outsized revenue growth. Today´s predominant sales and marketing model is at best obsolete and at worst totally dysfunctional. This book offers a completely new operating methodology based on a sales and marketing approach that recognizes the global technological, cultural, and media changes that have forever transformed the process of buying and selling. The dysfunctional state of today´s corporate revenue creation model results in trillions of dollars in lost growth opportunities. Revenue Disruption examines the problems of the current model and offers real-world solutions for fixing them. It lays out a detailed plan that businesspeople and companies can use to fundamentally transform their sales and marketing performance to win this century´s revenue battle. PLEASE NOTE: When you purchase this title, the accompanying reference material will be available in your My Library section along with the audio. 1. Language: English. Narrator: Bob Souer. Audio sample: http://samples.audible.de/bk/adbl/004811/bk_adbl_004811_sample.mp3. Digital audiobook in aax.