عنوان

Digital relevance :

شابک

1137452811

شابک

113745282X

شابک

9781137452818

شابک

9781137452825

شابک اشتباه

1137452803

شابک اشتباه

9781137452801

عنوان اصلي

Digital relevance :

نام عام مواد

[Book]

ساير اطلاعات عنواني

developing marketing content and strategies that drive results /

نام نخستين پديدآور

Ardath Albee.

محل نشرو پخش و غیره

New York, NY :

نام ناشر، پخش کننده و غيره

Palgrave Macmillan,

تاریخ نشرو بخش و غیره

2015.

نام خاص و کميت اثر

1 online resource (ix, 240 pages)

متن يادداشت

Includes bibliographical references and index.

متن يادداشت

The frame for engagement -- Irrelevance -- Shifting relevance -- Social relevance -- Radical relevance -- Positioning for competitive advantage -- Distinct value brings differentiation -- Personas : distinct value in application -- The big-picture business perspective -- Customer experience brings competitive advantage -- The need for a continuum approach -- A continuum fuels real-time relevance -- Creating a continuum approach -- Moving from campaign to continuum -- Get more value from investments in content -- Storytelling -- make your customer the hero -- Our brains on stories -- why stories work -- The strategic value of storytelling -- Story structure -- 8 elements of story design -- Contextualization and channel integration -- Dynamic execution -- put strategy in play -- Responsiveness -- Your ability to sync up -- The reactive state -- The proactive state -- The perceptive state -- The dynamic state -- Contextual connections -- the art of getting personal -- Engaging diverse audiences -- Establishing digital relevance across channels -- Goals -- merging yours with theirs -- Audience overlays -- Marketing-to-sales relationship architecture -- Social advocacy -- Proving performance -- science, not fluff -- Data and analytics for business results -- Relevance KPIs -- Moving the Needle -- Lead Scoring and Progression -- Empowering sales with content -- Conclusion : relevance -- the continuous imperative.

بدون عنوان

8

متن يادداشت

"Pushing out content in the digital world is no longer enough ... the content you create must have meaning and relevance for your intended audience. Unfortunately this is not always the case with most companies. With complex sales cycles often extending into years, maintaining long-term relevance requires both strategic planning and dynamic adaptability. Digital Relevance provides the techniques and advice marketers need to match content to context and respond to constantly shifting markets. Author Ardath Albee supplies the necessary tools for looking beyond the outdated campaign approach of one-off, unrelated buyer interactions. She outlines clear-cut strategies for developing customer-oriented communications, identifying the distinct value that differentiates your company, and making the shift from singular communications to a continuum approach. Digital Relevance also provides insights for ensuring that data and metrics are used to relate programs to the achievement of business objectives. Through engaging case studies Albee shows marketers how to create brand stories that can be used over time in order to ensure continued relevance, engagement and progression toward buying. Adapting to a continuum approach, observes Albee, takes a shift in mindset and reinforcement to ensure it becomes a natural part of approaching marketing strategy. Digital Relevance responds by offering practical solutions for organically integrating this important method into your approach. Albee's 'Relevance Maturity Matrix' will help you understand the levels of transition and what it takes to move from one level to the next. The reality of continuous change means that even if you reach mastery today, you'll have to stay on your toes to keep it. That's exactly what Digital Relevance prepares you to do"--

متن يادداشت

"Relevance and context must be understood to serve as the foundation for dynamic marketing in real-time environments. With sales cycles for complex sales often extending into years, maintaining relevance over the longer term requires strategic planning that's continually refreshed to account for market shifts and other developments. What's relevant today may not even catch attention next week or next month. This is true for customer retention and the development of company advocates across the entire customer lifecycle, as well. Becoming strategic is a mindset that takes the big picture into account based on the impact marketing programs can make to business objectives. Radical relevance requires that marketers look beyond the campaign approach of one-off, unrelated interactions with buyers to a continuum approach that builds a story--positioning their companies as the perfect experts their buyers need"--

عنوان

Digital relevance.

شماره استاندارد بين المللي کتاب و موسيقي

9781137452801

موضوع مستند نشده

Customer relations.

موضوع مستند نشده

Marketing.

موضوع مستند نشده

Selling-- Computer network resources.

موضوع مستند نشده

Strategic planning.

موضوع مستند نشده

BUSINESS & ECONOMICS-- Marketing-- Direct.

موضوع مستند نشده

BUSINESS & ECONOMICS-- Marketing-- Research.

موضوع مستند نشده

Customer relations.

موضوع مستند نشده

Kundenmanagement

موضوع مستند نشده

Marketing

موضوع مستند نشده

Marketing.

موضوع مستند نشده

Selling-- Computer network resources.

موضوع مستند نشده

Strategic planning.

موضوع مستند نشده

Strategisches Management

شماره

ويراست

شماره رده

نشانه اثر

شماره رده

کد سيستم

مستند نام اشخاص تاييد نشده

Albee, Ardath.

تاريخ عمليات

20200822155449.0

قواعد فهرست نويسي ( بخش توصيفي )

pn

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y