THE NEW LAWOF MARKETING ´´The Next Evolution ofMarketing is a true beaconfor all brand builders.Many books claim that,Bob´s book delivers.´´ Jim Stengel, former GlobalMarketing Officer, Procter & Gamble ´´Some timeless truthsrestored for modernmarketing-and many newones added. An inspiringreminder of the value ofbrand behavior and how tomake it happen.´´ Sir Martin Sorrell, CEO, WPP ´´Persuasion has given wayto sharing, and marketingwill never be the same.´´ John Gerzema, Chief InsightsOfficer, Young & Rubicam, andcoauthor of The Brand Bubble ´´Bob Gilbreath brilliantlyshows why we´re nolonger living in our fathers´marketing era. Better yet,he details how marketingworks best when it addsvalue to people´s lives, andhe provides a playbookfor success.´´ David Meerman Scott,bestselling author of The NewRules of Marketing & PR andWorld Wide Rave ´´This book provides aframework and compellingexamples for creating thenext generation of cultureleadingbrands.´´ Mark Greatrex, SeniorVice President, MarketingCommunications and Insights,The Coca-Cola Company ABOUT THE BOOK: Marketing with Meaning-The Breakthrough Strategy for Connecting with Customers! The old interruptive model of marketingdoesn´t work. Customers are tuning out.They no longer listen to in-your-face messages.Instead, they demand meaning inthe brands they buy and the marketing thatreaches them. Marketing strategist Bob Gilbreath´s hotnew concept, Marketing with Meaning,represents the next evolutionary step in aprogression following direct marketing andpermission marketing. This groundbreakingmethodology engages customers and winstheir business by adding value to their lives.Rather than pushing a product or service,Marketing with Meaning woos customers byoffering them something of value independentof purchase. In The Next Evolution of Marketing, Gilbreathunveils a revolutionary new approach tobusiness that fills the gaping voids left inbottom lines when people started tuning out.Gilbreath describes the marketing revolutionnow underway and the powerful forces drivingit. Inside, he provides Marketing withMeaning success stories, including: * Samsung´s laptop and cell phonecharging stations, which are nowfound in more than 50 airportsthroughout the United States * Dove´s Campaign for Real Beautyand its viral video ´´Evolution,´´which has been viewed more than100 million times * Burger King´s Xbox advergames,which helped boost the company´sprofits by 40 percent in one year This first-ever comprehensive model for creatingand managing a meaningful marketingcampaign uses in-depth case studies of successfulcampaigns and explains how to developand execute a solid strategy for meetingcustomers´ needs. It also arms you with anoriginal set of metrics for precisely measuringthe effectiveness of your initiatives. You simply cannot afford to get left behind inadvertising´s ´´golden age´´ of interrupt, tell,and sell marketing. Marketing with Meaningis how your customers demand business bedone today and tomorrow. The Next Evolutionof Marketing is your guide to survivingand thriving in this marketing revolution.
This groundbreaking audiobook takes you beyond relationship marketing and permission marketing and into the realm of the next big thing - meaningful marketing. This new concept addresses the modern consumer´s desire for (1) fewer intrusive, hard-sell marketing messages, and (2) more value-focused messages, independent of calls for purchase.Marketing guru Bob Gilbreath explains how to use his technique to inspire customers to truly engage with the marketing message, uncover a spectrum of unmet customer desires, and build a campaign designed to fulfill customers´ needs and move more product than ever. 1. Language: English. Narrator: Bruce Reizen. Audio sample: http://samples.audible.de/bk/brll/001871/bk_brll_001871_sample.mp3. Digital audiobook in aax.
Get on board the next massive marketing revolution AI for Marketing and Product Innovation offers creatives and marketing professionals a non-tech guide to artificial intelligence (AI) and machine learning (ML)--twin technologies that stand poised to revolutionize the way we sell. The future is here, and we are in the thick of it; AI and ML are already in our lives every day, whether we know it or not. The technology continues to evolve and grow, but the capabilities that make these tools world-changing for marketers are already here--whether we use them or not. This book helps you lean into the curve and take advantage of AI´s unparalleled and rapidly expanding power. More than a simple primer on the technology, this book goes beyond the ´´what´´ to show you the ´´how´´: How do we use AI and ML in ways that speak to the human spirit? How to we translate cold technological innovation into creative tools that forge deep human connections? Written by a team of experts at the intersection of neuroscience, technology, and marketing, this book shows you the ins and outs of these groundbreaking technological tools. Understand AI and ML technology in layman´s terms Harness the twin technologies unparalleled power to transform marketing Learn which skills and resources you need to use AI and ML effectively Employ AI and ML in ways that resonate meaningfully with customers Learn practical examples of how to reinvest product innovation, brand building, targeted marketing and media measurement to connect with people and enhance ROI Discover the true impact of AI and ML from real-world examples, and learn the thinking, best practices, and metrics you need to capture this lightning and take the next massive leap in the evolution of customer connection. AI for Marketing and Product Innovation shows you everything you need to know to get on board.
New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition. A mash-up of the best elements of Crush It! and The Thank You Economy with a fresh spin, Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really works. When managers and marketers outline their social media strategies, they plan for the ´´right hook´´-their next sale or campaign that´s going to knock out the competition. Even companies committed to jabbing-patiently engaging with customers to build the relationships crucial to successful social media campaigns-want to land the punch that will take down their opponent or their customer´s resistance in one blow. Right hooks convert traffic to sales and easily show results. Except when they don´t. Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks is different now. Vaynerchuk shows that while communication is still key, context matters more than ever. It´s not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices-content tailor-made for Facebook, Instagram, Pinterest, Twitter, and Tumblr.
Readers will learn how to apply the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses through social media channels.
New York Times bestselling author Donald Miller uses the seven universal elements of powerful stories to teach readers how to dramatically improve how they connect with customers and grow their businesses.
The New York Times Bestseller named one of the ´´Most Important Books of 2016´´ by Inc, and a Forbes 2016 ´´Must Read Business Book´´Small Data presents a behind-the-scenes look at what it takes to create global brands and reveals surprising and counter-intuitive truths about who we are and what connects us as humans.
Facebook, PayPal, Alibaba, Uber - these seemingly disparate companies have upended entire industries by harnessing a single phenomenon: the platform business model. When a company like Uber connects drivers with passengers, everybody wins - except traditional taxi companies which are scrambling to survive. Assumptions about operations, finance, strategy and innovation all change. Platform Revolution explores the what, how and why of this revolution and provides the first owners manual for creating a platform marketplace. Revealing the strategies behind some of todays rising platforms, the authors explain how entrepreneurs - and traditional companies - can thrive in this new world. In cases as diverse as shoes, spices, dating, energy, home appliances and education, Platform Revolution provides the essential guide to unlocking the potential of an economic landscape transformed.
What do winners of major sales do differently than the sellers who almost won, but ultimately came in second place? Mike Schultz and John Doerr, bestselling authors and world-renowned sales experts, set out to find the answer. They studied more than 700 business-to-business purchases made by buyers who represented a total of $3.1 billion in annual purchasing power. When they compared the winners to the second-place finishers, they found surprising results. Not only do sales winners sell differently, they sell radically differently, than the second-place finishers. In recent years, buyers have increasingly seen products and services as replaceable. You might think this would mean that the sale goes to the lowest bidder. Not true! A new breed of seller--the insight seller--is winning the sale with strong prices and margins even in the face of increasing competition and commoditization. In Insight Selling, Schultz and Doerr share the surprising results of their research on what sales winners do differently, and outline exactly what you need to do to transform yourself and your team into insight sellers. They introduce a simple three-level model based on what buyers say tip the scales in favor of the winners: Level 1 ´´Connect.´´ Winners connect the dots between customer needs and company solutions, while also connecting with buyers as people. Level 2 ´´Convince.´´ Winners convince buyers that they can achieve maximum return, that the risks are acceptable, and that the seller is the best choice among all options. Level 3 ´´Collaborate.´´ Winners collaborate with buyers by bringing new ideas to the table, delivering new ideas and insights, and working with buyers as a team. They also found that much of the popular and current advice given to sellers can damage sales results. Insight Selling is both a strategic and tactical guide that will separate the good advice from the bad, and teach you how to put the three levels of selling to work to inspire buyers, influence their agendas, and maximize value. If you want to find yourself and your team in the winner´s circle more often, this book is a must-read.