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In this new age of Twitter, Facebook, Instagram, and countless other digital platforms, it doesn't matter how many views or followers or clicks you get. The only thing that matters is: Does it Work?Written by POSSIBLE's Global CEO Shane Atchison and President of the Americas Jason Burby, this revolutionary guide shows how to use the latest digital platforms to create a high-value marketing plan that really works. You'll learn how to:
SET GOALS: Understand the importance of defining success and targets upfront for every initiative-and your business as a whole.
INSPIRE BRILLIANT CREATIVE: Leverage data and insights to empower and drive creativity, spark ideas and drive innovation.
MEASURE WHAT MATTERS: Focus efforts on the things that matter and drive real improvement.
MAKE A DIFFERENCE: Know that you have contributed to measureable success in whatever you do.
If you've ever wondered if your digital marketing is working, this book will help you reevaluate everything you're doing. By following 10 key principles, you'll be able to measure the data that really matters, launch the initiatives that really pay off, and inspire the creativity that really drives an effective campaign. You'll hear the personal insights of the world's greatest business leaders and the professional triumphs (and tumbles) of the world's biggest brands. You'll learn how to hire and inspire the rare creative "unicorns" who turn marketing into magic. You'll find new ways to turn data into ideas and obstacles into opportunities. You'll turn web site visitors into followers, followers into sharers, and sharers into your very best customers.
In our new world of small screens, big ideas, and even greater competition, you have to ask the tough questions if you want to succeed.
Does it Work? has the answers.
Sommario
Foreword by Sir Martin Sorrell, CEO, WPP ix
Acknowledgments xi
Introduction 1
01 BUSINESS GOALS ARE EVERYTHING 22
02 A COLLECTIVE VISION 48
03 DATA INSPIRES CREATIVITY 80
04 FINDING UNICORNS 106
05 CULTURE PREDICTS SUCCESS AND FAILURE 130
06 MEASURE WHAT MATTERS 156
07 WHAT IT'S WORTH 182
08 NEVER STOP IMPROVING 206
09 ONE SIZE FITS NO ONE 228
10 FRAMEWORK FOR INNOVATION 254
11 CONCLUSION AND NEXT STEPS 284
Appendix A: What CMOs Need to Make Digital Marketing Work 297
Appendix B: "Dumb Ways to Die": Detailed Analysis of Claims 311
Contributor Bios 323
Authors' Note: Continuing the Conversation 335
Endnotes 337
Index 341
Info autore
Shane Atchison is Global CEO of POSSIBLE, where he leads the company's long-term strategic vision of working with leading financial service organizations, consumer brands, start-ups, nonprofits, and community-based organizations, helping each realize the potential of the digital landscape and its impact on their business.
Jason Burby is President, Americas, POSSIBLE, where he leads the agency's senior client relationships, championing innovation and fuelling our belief in producing the best work that delivers results.
