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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: Sven Patzer
Publisher: Hype Snagger
ISBN:
Category : Business & Economics
Languages : en
Pages : 118
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Book Description
A hypesnagger is a marketer who specializes in leveraging hype, exclusivity, and emotional connections to create compelling marketing campaigns that resonate with target audiences. They focus on authenticity and personalization to build long-term relationships with customers and elevate brand identities in a crowded marketplace. Hypesnaggers are skilled in using a variety of marketing channels and techniques, including social media, influencer marketing, and email marketing, to create engaging campaigns that drive results. In today's crowded and competitive marketplace, building a strong and memorable brand identity is essential for businesses looking to stand out and connect with their target audience. Hypesnagging, a marketing technique that leverages hype, exclusivity, and emotional connections, can be a powerful tool for achieving these goals. In this book, author Sven Patzer explores the principles and best practices of hypesnagging, providing practical guidance and insights for businesses looking to elevate their marketing efforts and build strong brand identities. From storytelling and personalization to emotional connections and exclusivity, Patzer covers the key components of successful hypesnagging campaigns and how businesses can use them to achieve their marketing goals. Through real-world examples and case studies, readers will learn how to use hypesnagging to create compelling campaigns that resonate with their target audience and build lasting loyalty and engagement. From social media and influencer marketing to email marketing and beyond, Patzer provides practical guidance for using hypesnagging in a variety of marketing channels and techniques. Whether you're a small business owner looking to stand out in a crowded market or a marketer looking to elevate your skills and knowledge, this book is a must-read. With a focus on authenticity, differentiation, and continuous improvement, Hypesnagging: Building Strong Brand Identities Through Authentic Marketing is a comprehensive guide to one of the most powerful marketing techniques available today.
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: George Kao
Publisher: George Kao
ISBN: 1521845905
Category : Business & Economics
Languages : en
Pages : 94
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Book Description
What if you could love marketing, by finding a way to do it that aligns with your higher purpose and values... and have more of your ideal clients as a result? This is what you'll learn by reading this book."George Kao simplifies the art of marketing for solopreneurs and small businesses. He has a deep understanding of how to reach out and engage clients in the spirit of caring and generosity. This book, Authentic Content Marketing, is more than a marketing guide -- it's an evolutionary approach to serving in the world with integrity, love and truth." ~ Fiona Moore, Transformative Mentor and Healer"So many marketing programs simply extract value. They are short campaigns that add no value to customers in any way. Authentic Content Marketing presents the exact opposite approach, delivering real value to customers, which create real relationships with customers over time. The concept is simple, straightforward...and the best news is that it works!"~ Joe Pulizzi, Founder of The Content Marketing Institute; Author of four best-selling books about Content MarketingIn this book, you will learn:● Four Principles of Authentic Business● Three Stages of Content Creation● How to get clear on your purpose for creating content...● How to choose which content format (writing, video, audio, etc.) is right for you?● What to say in your content?● Writing your Client Stories / Case Studies● Getting comfortable with making videos● Keyword Research● How I overcame 30 years of writer's block● Creating your Transformational Framework● Which content should be Free versus Paid?● The Path To Awesome Content● Practical Tips for Making Your Content Great● How To Spread Your Content● Keeping Track of Your Best Content● Creating a rhythm of content sharing that works for youBy applying what you learn in this book, you will have a solid plan for doing marketing in a way that feels great to your spirit, and attracts to you the most ideal clients for your business."How do you succeed in business (like, actually) without selling your soul (even a little bit)? George Kao is one of my most trusted colleagues. He constantly tests and experiments and pushes the boundaries of business to figure out how to make it more ethical, honest and generous. I love this man's work dearly and refer to him often."Tad Hargrave, Founder, www.MarketingforHippies.com"George boldly paves the way of the future for internet marketing in a way that dissolves fear and fuels love on the planet. A must read for spiritual entrepreneurs who are here to build community and make a difference with their craft."~ Claire Shamilla, Energy Healer"If you're looking for a truly complete guide to building an authentic and joyful online coaching business then this is the first book you need to read! George has spent years researching, testing and implementing his own authentic business and this book has everything you need to get started. Invest in this book, and give yourself the gift of a business you love!" ~ Andy Burton, Author, Speaker & Dream Goal Coach
Author: Adam DuVander
Publisher:
ISBN: 9781737029601
Category :
Languages : en
Pages :
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Book Description
Developers sniff out anything that seems like marketing. Typical tactics will fall flat. And you'll be staring at your analytics with questions they can't possibly answer. Most developers are too skeptical to fill out lead forms or provide their real email address.To reach a technical audience, you must acknowledge that developer marketing does not exist. Then you can authentically engage with developers.Adam DuVander has worked with dozens of developer-focused companies to attract thousands of the right developers. In Developer Marketing Does Not Exist he helps you uncover the mystery within your audience so you can reach more developers.
Author: Seth Godin
Publisher: Penguin
ISBN: 1591845335
Category : Business & Economics
Languages : en
Pages : 241
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Book Description
The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow. Legendary business writer Seth Godin has three essential questions for every marketer: “What’s your story?” “Will the people who need to hear this story believe it?” “Is it true?” All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true. As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians. But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”
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: Sara Tasker
Publisher: Frances Lincoln
ISBN: 1781318883
Category : Computers
Languages : en
Pages : 195
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Book Description
In Hashtag Authentic, social media guru Sara Tasker provides tips, advice, and guidance on how to turn your personal Instagram account into a profitable creative outlet. Since setting up her Instagram account (@me_and_orla) while on maternity leave in 2013, Sara has become a celebrated influencer and iPhoneographer, and through her calm, atmospheric, and authentic style has garnered legions of followers. Here, Sara presents the lessons she has learned along the way. Sara's nurturing voice and enchanting photography provide guidance on: storytelling, with tips on finding your own visual style and personal niche; making pictures, including composing for Instagram, finding the best light, and getting the most out of your camera phone; archiving your life, with tips organized by themes like Craft & Making, Family & Pets, and Food & Ingredients; and sharing your world, detailing the keys to Instagram success and beyond. Hashtag Authentic is both an inspiring manual and an interactive tool for finding an online voice, growing a tribe, and becoming an influencer.
Author: Bob Garfield
Publisher: Penguin
ISBN: 1101595337
Category : Business & Economics
Languages : en
Pages : 227
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Book Description
Today's brands face an apparent choice between two evils: continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where "likes" stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way . . . As Lennon and McCartney wrote a half century ago, money can't buy you love. But in today's world, where people have become desensitized-even disillusioned-by ad campaigns and marketing slogans, that maxim needs an update: Money can't even buy you like.
Author: David Meerman Scott
Publisher: John Wiley & Sons
ISBN: 0470930241
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
Launch effective real-time communications to win in today's always-on world Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. "Real time" means news breaks over minutes, not days. It means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller, David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to: Develop a business culture that encourages speed over sloth Read buying signals as people interact with your online information Crowdsource product development, naming, and even marketing materials such as online videos Engage reporters to shape stories as they are being written Command premium prices by delivering products at speed Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!
