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Explore the human side of the latest digital technologies and trends
In Human-Driven Experience: The Battle for Trust in a Digital Age, veteran digital strategist delivers a must-read exploration of how to capture the attention of consumers whose tolerance for inauthenticity is at an all-time low. In the book, you'll discover ways to harness the sometimes whiplash-inducing pace of change in the marketplace to accelerate innovation in your own organisation.
The author discusses the need for increased mobility between functional areas like information technology, digital and marketing and how privacy and security must become essential components of your brand's promise to consumers. You'll also find:
* Strategies for creating end-to-end digital experiences that hit home with consumers
* Techniques for rising above the ever-loudening din of inauthentic advertising and marketing that has made consumers increasingly sceptical of new and established brands
* Incisive discussions of how data is becoming ever more targeted, identifiable and real-time - and what to do about it
Perfect for executives, managers and other business leaders, Human-Driven Experience is also a can't-miss resource for marketing, digital and IT professionals looking for ways to make sense of a consumer landscape that's been turned upside down by digital technologies.
List of contents
Introduction: Power to the People ix
1 What Have Brands Lost Over the Past 30 Years? Recognize, Remember, Recommend, Relevance 1
2 The Human Touch: Customer, Employee, Client, Shareholder ... Just People 7
3 Putting Empathy and Expertise Back into the Equation 31
4 The Battle for Trust in the Digital Age-- The More We See, the Less We Believe 53
5 The Importance of Moving from Predicting to Anticipating 77
6 The Six Pillars of Purpose- Driven Experience 99
7 Bringing Technology and People Together in a More Human- Centric Way 131
8 Realizing a New Vision for Building Community and Loyalty 151
9 The Value of Promoting Authenticity, Reputation, and Real Engagement 173
10 Power Sharing and the Human Experience-- The Next Wave of Growth 191
Notes 203
Acknowledgments 207
About the Author 209
Index 211
About the author
ROBERT HARLES is responsible for developing Accenture Song's offerings in social media and emerging channels around the world. He creates digital programs that drive measurable strategic impact for clients worldwide. He has extensive experience creating successful digital businesses in the areas of strategy, digital design and marketing, social media and emerging channels.
Summary
Explore the human side of the latest digital technologies and trends
In Human-Driven Experience: The Battle for Trust in a Digital Age, veteran digital strategist delivers a must-read exploration of how to capture the attention of consumers whose tolerance for inauthenticity is at an all-time low. In the book, you'll discover ways to harness the sometimes whiplash-inducing pace of change in the marketplace to accelerate innovation in your own organisation.
The author discusses the need for increased mobility between functional areas like information technology, digital and marketing and how privacy and security must become essential components of your brand's promise to consumers. You'll also find:
* Strategies for creating end-to-end digital experiences that hit home with consumers
* Techniques for rising above the ever-loudening din of inauthentic advertising and marketing that has made consumers increasingly sceptical of new and established brands
* Incisive discussions of how data is becoming ever more targeted, identifiable and real-time - and what to do about it
Perfect for executives, managers and other business leaders, Human-Driven Experience is also a can't-miss resource for marketing, digital and IT professionals looking for ways to make sense of a consumer landscape that's been turned upside down by digital technologies.
