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Informationen zum Autor TRAVIS WRIGHT is a successful marketing technology consultant, keynote speaker, tech journalist, growth hacker, entrepreneur, data & analytics geek, podcast host, and mediocre stand-up comic. He is the former global digital and social media strategist at Symantec for the Norton brand, and is the cofounder and Chief Marketing Technology Officer at CCP.Digital, a Kansas City & San Francisco-based digital ad & content agency. CHRIS J. SNOOK is managing partner at Launch Haus. A digital agency and tech startup veteran, he is also the brand humanizer-at-large at Ethology. He mentors entrepreneurs with Founders Institute globally and ASU Project Humanities. He is the coauthor of three other books including the international bestseller Wealth Matters Makeover Edition (in its 3rd edition). Klappentext Compete in the digital world with pragmatic strategies for successDigital 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 gapsToday'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. Zusammenfassung 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. Inhaltsverzeichnis Acknowledgments xiiiForeword xviiPreface A Tale of Two "Tweeties" xxiThe "Save Our Chiefs" Movement xxixOptus in Australia xxxivThe Genesis of this Book xxxviiSection I OVERVIEW 11 The Game at Speed 3Why Your Organization Needs a Digital Sense DNA Layer 3The Game Has Forever Been Changed 4Bits of Knowledge 8Who Is This Book For? 92 Influencers, Zombies, and Everything Between 11The Rise of Digital Transformation 11Attention and Trust 14Influencers, Amplifiers, Motivatables, and Zombies 16Section II BUILDING A CUSTOMER-CENTRIC ORGANIZATION 233 Introducing the Experience Marketing Framework 25The Framework to Ask Powerful Questions 26The Experience Marketing Framework 28Customer Experience Is the Battleground in a Digital World 30Takeaways from Introducing the EMF 314 The Insights Layer 33The Customer Is the Main Thing 34Customers, Competitors, and Forces 37The Customer 38The Importance of Persona and Customer Journey Mapping 40Audience...
