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Delving into the world of digital marketing, this important book explores the digital consumer and how their expectations are forcing marketers to come up with new ways to interact and engage with their audiences.
List of contents
Foreword by Phil Fernandez vii
Acknowledgments xi
Preface: Is Digital Marketing Dead? xiii
Introduction 1
Chapter 1 Business as Usual Is Over . . . or Is It? 9
Chapter 2 Digital Changes Everything 19
Chapter 3 The Importance of Relationships 43
Chapter 4 How We Connect in the Digital World 53
Chapter 5 Measuring the Value of Relationships 81
Chapter 6 Bridging Digital 95
Chapter 7 Understanding Need 99
Chapter 8 Developing History 107
Chapter 9 Offering Curation 117
Chapter 10 Recognizing Faces 123
Chapter 11 Telling Stories 135
Chapter 12 Being Authentic 147
Chapter 13 Delivering Consistency 163
Chapter 14 Maintaining Credibility 173
Chapter 15 Helpfulness 185
Chapter 16 Nurturing Online Communities 197
Chapter 17 Delivering the Promise 211
Chapter 18 Looking Forward 227
Notes 237
Index 247
About the author
Jason Thibeault (www.jasonthibeault.com) Jason is a reformed serial entrepreneur and college professor turned digital superhero. As a marketing strategist, he helps organizations capitalize on digital technologies to succeed in today's online world. He imagines and builds creative technology solutions that drive today's economy while consorting with CEOs, VCs, and little kids that have aspirations of playing professional hockey. Jason has launched numerous startups using growth hacking strategies, helped public companies pivot business models, and speaks internationally about the impact of digital technologies on business. Follow him on twitter @_jasonthibeault.
Kirby Wadsworth (www.kirbywadsworth.com) With over 20 years in executive marketing roles, Kirby has led the transition from traditional outbound to content-driven inbound marketing for both global public companies and private startups. His work has created billions of dollars in new market opportunities, defined a quantifiable model for marketing return on investment, and helped pioneer the role of online communities in providing sustainable competitive advantage. Follow him on twitter @acesage.
Summary
A detailed look at relationships and how to harness their power for business growth This book teaches marketers how to build successful relationships with early-stage buyers by creating trust and a sense of friendship.
