Marketing is… marketing. The web doesn’t really make a difference. Right?
How to Win Customers in a Digital Age
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comes before ‘Return On Investment’ and how to differentiate your business in an ‘experience economy’ where USPs are no longer valid.
Given the changes that the web has brought to marketing, how has that manifested itself for the typical company?
To an existing and successful business, with well established marketing channels, surely the web presents a frightening new challenge?
What does ‘Scarcity to abundance’, mean?
How does the move from the scarcity of information, to the abundance of information, affect traditional forms of communication?
How does the web and an individual’s ‘personal network’ interconnect?
Explain ‘Transactions to engagements'
How does the ‘value around the product’, rather than the more traditional ‘value in the product’, compare?
What do you mean when you say that in order to create ‘engagement’ you have to be in the right place?
How do you define a ‘trusted source’?
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?
Why is being able to see things through your customer’s eyes now so vital?
How do ‘Problem Maps®’ work?
Why do people now buy ‘experiences’, rather than buying the product?
What does ‘UGC - User Generated Content’ mean in practice?
How can customers help companies with their product development?
In the modern world of marketing, why are ‘Partnerships’ so essential?
Why is ‘Content’ so important?
What do you mean by ‘Market Positioning’ – shouldn’t we be marketing to as many people as we can?
What is ESP – the Emotional Selling Proposition?
How does a ‘Company’s Narrative’ relate to selling?
If it is true that conversation IS marketing, why must companies listen to that conversation?
What is the ‘Social Graph’
Expand on the ‘Key Influencers’ of the Social Graph?
How is reputation influenced by others, rather than yourself?
When it comes to reputation on the web, how do we know that what we are viewing is real?
How has a company’s narrative changed in the modern world?
Why has information now become a commodity and why is that important?
Why do we need to ‘Collaborate to engage’ and what is meant by it?
Why is the ‘Middle Market’ disappearing?
How does ‘Mass Personalisation’ work?[
Advertisements to content What does it mean to say that all companies have become media companies?
What is ‘Advertainment’?
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?
Why is marketing no longer ‘business as usual’ and how has it changed?
Why is marketing no longer about winning customers?
If we are no longer selling products and services, what are we selling?
You say ‘marketing is no longer a means to an end, it is the end in itself’. What does that mean?