Chapter 1: Printing press to world wide web (1 of 3)
Marketing is… marketing. The web doesn’t really make a difference. Right?
How to Win Customers in a Digital Age
What people said about the first edition (Sticky Marketing):
"I spent every spare moment with pen in hand milking it of every last gem, notes in margins, underlining wholesale – it’s an inspiration."
Ronald S. Bowen
Ronald S. Bowen
Amazon Bestseller #1 Sales & Marketing
"Stickier Marketing is, I believe, genuinely essential reading - not only for marketing professionals but also for entrepreneurs, COSs and business leaders in every kind of organisation, large or small..." Amazon.co.uk 5 Star review.
"…an invaluable resource. As you digest Leboff’s concepts, you begin to understand the deeper dynamics rooted in the marketing mantra: “It’s all about the customer.” The historical account of the Web was extremely beneficial and necessary to comprehend the transitions that directly affect today’s marketing methods… highly recommended" Barnes & Noble 5 Star review
"..should be considered nothing less than gospel." Elite Business Magazine
"Grant says the world wide web has commoditised the world, and being good at what you do is the minimum entry level to be allowed to compete - this is very powerful advice. It's not about what your business does, it's about how it does it, and who you do it for." Talk Business
"Great book summary for marketing professionals and for any business decision maker still thinking in the 20th century.” David Forry - Getabstract.com
In Sticky Marketing Grant Leboff argued that the old marketing system of shouting messages at people was finished, replaced by providing value around your product or service: brands needed to become sticky.
This follow-on from Sticky Marketing, Stickier Marketing, remains a complete guide to producing effective marketing communications in a world where consumers have been empowered by digital technology. We are now living through a communication revolution. We are a generation witnessing some of the biggest changes in society since the industrial revolution. Businesses have to react or they are at risk of being left behind.
This book introduces companies to new thinking such as why ‘Return On Engagement’ comes before ‘Return On Investment’ and how to differentiate your business in an ‘experience economy’ where USPs are no longer valid.
Updated throughout, this book includes brand new chapters on content marketing, getting your material ‘found’ online and mobile marketing.
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Chapter 1
Chapter 1: Printing press to world wide web (2 of 3)
Given the changes that the web has brought to marketing, how has that manifested itself for the typical company?
Chapter 1: Printing press to world wide web (3 of 3)
To an existing and successful business, with well established marketing channels, surely the web presents a frightening new challenge?
Chapter 2
Chapter 2: Scarcity to abundance (1 of 3)
What does ‘Scarcity to abundance’, mean?
Chapter 2: Scarcity to abundance (2 of 3)
How does the move from the scarcity of information, to the abundance of information, affect traditional forms of communication?
Chapter 2: Scarcity to abundance (3 of 3)
How does the web and an individual’s ‘personal network’ interconnect?
Chapter 3
Chapter 3: Transactions to engagements (1 of 4)
Explain ‘Transactions to engagements'
Chapter 3: Transactions to engagements (2 of 4)
How does the ‘value around the product’, rather than the more traditional ‘value in the product’, compare?
Chapter 3: Transactions to engagements (3 of 4)
What do you mean when you say that in order to create ‘engagement’ you have to be in the right place?
Chapter 3: Transactions to engagements (4 of 4)
How do you define a ‘trusted source’?
Chapter 4
Chapter 4: Benefits to problems (1 of 3)
When you say, ‘Ask not what your marketing can do for yourself, but what your marketing can do for your customer’ what do you mean?
Chapter 4: Benefits to problems (2 of 3)
Why is being able to see things through your customer’s eyes now so vital?
Chapter 4: Benefits to problems (3 of 3)
How do ‘Problem Maps®’ work?
Chapter 5
Chapter 5: Products to experiences (1 of 3)
Why do people now buy ‘experiences’, rather than buying the product?
Chapter 5: Products to experiences (2 of 3)
What does ‘UGC - User Generated Content’ mean in practice?
Chapter 5: Products to experiences (3 of 3)
How can customers help companies with their product development?
Chapter 6
Chapter 6: Unique Selling Points to Customer Engagement Points (1 of 5)
In the modern world of marketing, why are ‘Partnerships’ so essential?
Chapter 6: Unique Selling Points to Customer Engagement Points (2 of 5)
Why is ‘Content’ so important?
Chapter 6: Unique Selling Points to Customer Engagement Points (3 of 5)
What do you mean by ‘Market Positioning’ – shouldn’t we be marketing to as many people as we can?
Chapter 6: Unique Selling Points to Customer Engagement Points (4 of 5)
What is ESP – the Emotional Selling Proposition?
Chapter 6: Unique Selling Points to Customer Engagement Points (5 of 5)
How does a ‘Company’s Narrative’ relate to selling?
Chapter 7
Chapter 7: Messages to conversations (1 of 3)
If it is true that conversation IS marketing, why must companies listen to that conversation?
Chapter 7: Messages to conversations (2 of 3)
What is the ‘Social Graph’
Chapter 7: Messages to conversations (3 of 3)
Expand on the ‘Key Influencers’ of the Social Graph?
Chapter 8
Chapter 8: Image to reputation (1 of 3)
How is reputation influenced by others, rather than yourself?
Chapter 8: Image to reputation (2 of 3)
When it comes to reputation on the web, how do we know that what we are viewing is real?
Chapter 8: Image to reputation (3 of 3)
How has a company’s narrative changed in the modern world?
Chapter 9
Chapter 9: Controlling to sharing (1 of 4)
Why has information now become a commodity and why is that important?
Chapter 9: Controlling to sharing (2 of 4)
Why do we need to ‘Collaborate to engage’ and what is meant by it?
Chapter 9: Controlling to sharing (3 of 4)
Why is the ‘Middle Market’ disappearing?
Chapter 9: Controlling to sharing (4 of 4)
How does ‘Mass Personalisation’ work?[
Chapter 10
Chapter 10: Advertisements to content (1 of 4)
Advertisements to content What does it mean to say that all companies have become media companies?
Chapter 10: Advertisements to content (2 of 4)
What is ‘Advertainment’?
Chapter 10: Advertisements to content (3 of 4)
You say it is not so much ‘who is buying?’ but ‘when they are buying’ What does that mean and why does it matter so much?
Chapter 10: Advertisements to content (4 of 4)
Explain ‘Gamification’.
Chapter 11
Chapter 11: Broadcast to discovery (1 of 2)
How do people find me on the web?
Chapter 11: Broadcast to discovery (2 of 2)
How important are social platforms, compared with my own website?
Chapter 12
Chapter 12: Static to mobile (1 of 2)
What does the rapid uptake of mobile devices mean for us as businesses?
Chapter 12: Static to mobile (2 of 2)
What does ‘Big Data’ mean and what are its implications?
Epilogue
Epilogue: Customers to communities (1 of 4)
Why is marketing no longer ‘business as usual’ and how has it changed?
Epilogue: Customers to communities (2 of 4)
Why is marketing no longer about winning customers?
Epilogue: Customers to communities (3 of 4)
If we are no longer selling products and services, what are we selling?
Epilogue: Customers to communities (4 of 4)
You say ‘marketing is no longer a means to an end, it is the end in itself’. What does that mean?
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