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Author: Larry Weber
Publisher: John Wiley & Sons
ISBN: 1119513731
Category : Business & Economics
Languages : en
Pages : 256
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Book Description
Engage on a deeper level by disrupting the typical business development script Authentic Marketing offers a forward-thinking approach to achieving an entirely new level of engagement with today’s purpose-driven and skeptical audiences. The heart of this process involves finding the soul of your organization. When moral purpose becomes central to your organization, it can deliver benefits to both the bottom line and mankind: a profit meets purpose proposition. This path requires a reinvention of today’s dated business model, abolishing the inefficient, siloed approach of developing a business strategy first and then later creating separate strategies for marketing, HR, manufacturing, R&D, etc. The new integrated model fuses a tight integration of business, technology innovation and engagement strategies, all of which are bound together by a company’s moral purpose. When moral purpose is central to an organization’s core, everything branches out from a place of authenticity. Rather than a siloed CSR effort, you develop employee and customer relationships based on real—not curated—connections with a brand’s moral mission. You build true engagement, trust and evangelism. And, along the way, your customers will actually help to co-create your brand. This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet. Embrace a new model that integrates business, technology innovation, and engagement strategies with moral purpose as the glue that binds them together Learn the key steps to find your moral purpose Discover how to engage audiences with a transparent, authentic marketing approach that forges powerful connections and builds trust. With a world of options at their fingertips, today’s purpose-driven customers want a brand they can identify with and trust. Authentic Marketing shows you how to make your brand more human, more likeable, more genuine and guides you on how to connect with audiences on a moral level. This process will build a new level of engagement that will benefit both your long-term value and the world.
Author: Larry Weber
Publisher: John Wiley & Sons
ISBN: 1119513731
Category : Business & Economics
Languages : en
Pages : 256
Get Book Here
Book Description
Engage on a deeper level by disrupting the typical business development script Authentic Marketing offers a forward-thinking approach to achieving an entirely new level of engagement with today’s purpose-driven and skeptical audiences. The heart of this process involves finding the soul of your organization. When moral purpose becomes central to your organization, it can deliver benefits to both the bottom line and mankind: a profit meets purpose proposition. This path requires a reinvention of today’s dated business model, abolishing the inefficient, siloed approach of developing a business strategy first and then later creating separate strategies for marketing, HR, manufacturing, R&D, etc. The new integrated model fuses a tight integration of business, technology innovation and engagement strategies, all of which are bound together by a company’s moral purpose. When moral purpose is central to an organization’s core, everything branches out from a place of authenticity. Rather than a siloed CSR effort, you develop employee and customer relationships based on real—not curated—connections with a brand’s moral mission. You build true engagement, trust and evangelism. And, along the way, your customers will actually help to co-create your brand. This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet. Embrace a new model that integrates business, technology innovation, and engagement strategies with moral purpose as the glue that binds them together Learn the key steps to find your moral purpose Discover how to engage audiences with a transparent, authentic marketing approach that forges powerful connections and builds trust. With a world of options at their fingertips, today’s purpose-driven customers want a brand they can identify with and trust. Authentic Marketing shows you how to make your brand more human, more likeable, more genuine and guides you on how to connect with audiences on a moral level. This process will build a new level of engagement that will benefit both your long-term value and the world.
Author: Mike Smith
Publisher: McGraw Hill Professional
ISBN: 1259835693
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
An industry insider reveals the next generation of marketing—and provides the insight you need to use it to beat the competition One of the hottest forms of advertising, native advertising is an extremely effective way to reach customers. Produced by marketers and featured alongside the main content, native advertising breaks down the traditional barrier between advertising and editorial. Industry insider and Hearst ad executive Mike Smith believes that native is not only here to stay, but is the future of marketing. The Native Advertising Advantage reveals why native advertising is an effective tool in any company’s digital marketing strategy—and how to use it to build new revenue streams. Smith explains how native ads are blending in with their surrounding content to blur the traditional “church/state” divide of editorial versus advertising. He shows how publications as diverse as BuzzFeed, Forbes, Cosmopolitan, and The New York Times are attracting readers who are just as interested in the content of these native ads as they are of journalist-written editorial content Gleaned from dozens of interviews with advertisers, marketers, software developers, journalists, and publishers, the book reveals how native advertising fits into the marketing strategies and advertising budgets of successful companies such as GE, Intel, HP, Red Bull, ConAgra Foods, Pepsi, and others.
Author: Margot Bloomstein
Publisher: Elsevier
ISBN: 0123919290
Category : Computers
Languages : en
Pages : 181
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Book Description
Content is king... and the new kingmaker... and your message needs to align with your model and metrics and other mumbo jumbo, right? Whether you're slogging through theory or buzzwords, there's no denying content strategy is coming of age. But what's in it for you? And if you're not a content strategist, why should you care? Because even if content strategy isn't your job, content's probably your problem—and probably more than you think. You or your business has a message you want to deliver, right? You can deliver that message through various channels and content types, from Tweets to testimonials and photo galleries galore, and your audience has just as many ways of engaging with it. So many ways, so much content... so where's the problem? That is the problem. And you can measure it in time, creativity, money, lost opportunity, and the sobs you hear equally from creative directors, project managers, and search engine marketing specialists. The solution is content strategy, and this book offers real-world examples and approaches you can adopt, no matter your role on the team. Put content strategy to work for you by gathering this book into your little hands and gobbling up never-before seen case studies from teams at Johns Hopkins Medicine, MINI, Icebreaker, and more. Content Strategy at Work is a book for designers, information architects, copywriters, project managers, and anyone who works with visual or verbal content. It discusses how you can communicate and forge a plan that will enable you, your company, or your client get that message across and foster better user experiences. - Presents a content strategy framework and ways to implement in both in-house marketing departments and consultancies - Includes case studies, interviews, and lessons learned from retail, apparel, network television, business-to-business, automotive, non-profit, and higher ed brands - Details practical sales techniques to sell content strategy and use content strategy processes to sell other services and larger projects
Author: Mark Schaefer
Publisher:
ISBN: 9780692816066
Category : Branding (Marketing)
Languages : en
Pages : 256
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Book Description
In today's world, there is a permanent advantage to becoming known in your field. Those who are known get the customers, the better jobs, and the invitations to exclusive opportunities. But can anybody become known? In this path-finding book, author Mark Schaefer provides a step-by-step plan followed by the most successful people in diverse careers like banking, education, real estate, construction, fashion, and more. With amazing case studies, dozens of exercises, and inspiring stories, KNOWN is the first book its kind, providing a path to personal business success in the digital age.
Author: Liz Bedor
Publisher:
ISBN: 9780997050806
Category :
Languages : en
Pages : 104
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Book Description
The Content Formula answers the biggest question currently on marketer's minds: what is the ROI of content marketing?This book provides a step by step guide for marketers, and is divided into three parts: how to build the business case for content marketing, how to find the budget to establish a new content marketing program, and how to measure content marketing success in business terms.
Author: Mara Einstein
Publisher: OR Books
ISBN: 1682190439
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It’s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed. Black Ops Advertising dissects this rapid rise of “sponsored content,” a strategy whereby advertisers have become publishers and publishers create advertising—all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers “engage” with us so that we share, share, SHARE—the ultimate subtle sell. Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make “likes” and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. And because we are being manipulated to spend time with technology, to interact with “friends,” to always be on, even when it is to our physical and mental detriment.
Author: Sonja Jefferson
Publisher: Kogan Page Publishers
ISBN: 0749473282
Category : Business & Economics
Languages : en
Pages : 328
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Book Description
WINNER: Small Business Book Awards 2016 - Community Choice - Social Media Category WINNER: Small Business Book Awards 2014 - Community Choice - Marketing Category (1st edition) Make sense of content marketing in the digital world with this award-winning, practical guide to using content to grow your business and raise your brand. From websites, white papers and blogs to tweets, newsletters and video, content is king in the digital world, now more than ever before. Get it right and you have a huge opportunity to connect with clients and customers in ways they appreciate and trust - they will be knocking at your door wanting to do business with you. Valuable Content Marketing shows you how to create and share the type of information that clients, customers and search engines really want - on your website, using social media and through more traditional methods. Including new ideas and examples, step-by-step action lists, quick tips and goal-driven chapter summaries, this fully revised second edition will show you how to get better results from your marketing efforts with valuable content that really works. Whether you are starting a business or aiming to grow, this book makes understanding the key concepts easier than ever, providing inspiration from small companies like software development from Desynit to household names like HSBC.
Author: M. Beverland
Publisher: Springer
ISBN: 0230250807
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
Author: Tom Fishburne
Publisher:
ISBN: 9780999070314
Category : Marketing
Languages : en
Pages : 214
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Book Description
"Tom is the David Ogilvy of cartooning." --Seth Godin, author of Purple Cow From the birth of social media to digital advertising to personal branding, marketing has transformed in the past 15 years. Capturing these quintessential moments in marketing is Marketoonist, a popular cartoon series from veteran marketer Tom Fishburne. Your Ad Ignored Here collects nearly 200 of these hilarious and apt depictions of modern marketing life on the 15th anniversary of the series. Fishburne began to doodle his observations in 2002 when working in the trenches of marketing. Initially intended for co-workers, they are now read by hundreds of thousands of marketers every week. The cartoons' popularity stem not only from their deft reflections on latest trends, but their witty summary of the shared experiences of marketing -- handling a PR crisis, giving creative feedback to an agency, or avoiding idea killers in innovation. Your Ad Ignored Here gives voice to the challenges and opportunities faced by people working in business everywhere. Readers regularly inquire if Fishburne is spying on them at work. Whether or not you work in marketing, these cartoons will make you laugh ... and think about our rapidly evolving world of work. Tom Fishburne started drawing cartoons on the backs of business cases as a student at Harvard Business School. Fishburne's cartoons have grown by word of mouth to reach hundreds of thousands of marketers every week and have been featured by The Wall Street Journal, Fast Company, and The New York Times. His cartoons have appeared on a billboard ad in Times Square, helped win a Guinness World Record, and turned up in a top-secret NSA presentation released by Edward Snowden. Fishburne draws (literally and figuratively) from 20 years in the marketing trenches in the US and Europe. He was Marketing VP at Method Products, Interim CMO at HotelTonight, and worked in brand management for Nestlé and General Mills. Fishburne developed web sites and digital campaigns for interactive agency iXL in the late 90s and started his marketing career selling advertising space for the first English-language magazine in Prague. In 2010, Fishburne expanded Marketoonist into a marketing agency focused on the unique medium of cartoons. Since 2010, Marketoonist has developed visual content marketing campaigns for businesses such as Google, IBM, Kronos, and LinkedIn. Fishburne is a frequent keynote speaker on marketing, innovation, and creativity, using cartoons, case studies, and his marketing career to tell the story visually. Fishburne lives and draws near San Francisco with his wife and two daughters. All of his cartoons and observations are posted at marketoonist.com. Advance Praise for Your Ad Ignored Here "If marketing kept a diary, this would be it." --Ann Handley, Chief Content Officer of MarketingProfs "Laugh and learn at the same time. BTW, if you don't laugh, you're clueless, and the cartoon is about you." --Guy Kawasaki, Chief evangelist of Canva, Mercedes-Benz brand ambassador "Tom Fishburne has a knack for marketing humor (and truth) like no other." --Lee Odden, CEO, TopRank Marketing "Any great piece of comedy is funny because its true. Well, no one has gathered marketing truths through painfully awkward insights and hilarious delivery the way Tom has." --Ron Tite, Author, Everyone's An Artist (Or At Least They Should Be)
Author: Randy Frisch
Publisher: Lioncrest Publishing
ISBN: 9781544513645
Category : Business & Economics
Languages : en
Pages : 250
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Book Description
F#ck Content Marketing isn't a book forcontent marketers.Instead, it's for everyone in the organization who needs better context and direction for how to drive demand, revenue, and relationships with content. Truly effective companies (and marketers) create content experiences, drawing the customer into an immersive infinite scroll that mirrors the consumer experience of Netflix, Spotify, and other billion-dollar brands.Randy Frisch will push you to rethink how you approach content for complex buyer journeys. The current mindset is all about volume-the more content created, the better. But the reality is that almost 70 percent of content created within an organization is never used, and there's little point investing in content marketing if you're not leveraging the assets you create.In this book, Frisch unpacks the Content Experience Framework, arming your organization to deliver personalized experiences that leverage your content to engage your audiences at scale-as well as identify and ramp up the key players in your organization who need to own this process.
