21st Century Marketing: What it is, Why it matters and How to do it (eBook)

How to Generate Word of Mouth in the Digital Age

Chris Kent (Autor)

eBook Download: EPUB

2017 | 1., First Edition
304 Seiten
21st Century Marketing (Verlag)
978-0-9956893-2-9 (ISBN)

Infos

';21st Century Marketing: What it is, why it matters and how to do it' is a comprehensive full colour guide to the 21st Century Marketing System. It takes you through the entire process step-by-step and show you precisely how to create your own 21st Century Marketing Blueprint specifically tailored to your exact business needs.It's been over two years in development and is based on solving a real problem experienced by real entrepreneurs and small business owners on a daily basis. During my research a common complaint was best articulated by one business owner in Jersey who said:';It's a real jungle out there and it's all so complex what with digital marketing, social media and everything else. Plus there are so many self-proclaimed experts talking about so many different things it's impossible to know who to trust and where to start. Marketing generally is just so confusing these days it's a real nightmare for people like me.'The 21st Century Marketing System offers a simple solution to a complex problem. This book is your map of the modern marketing jungle, drawn by an expert who's fought their way through the highs and lows of the modern marketing landscape and cut a path for you to follow. A well experience and highly qualified professional you can trust and someone who actually ';walks their talk'.This is the first book in the 21st Century Marketing series, its purpose is to give you a solid foundation in modern marketing and a fighting chance! It covers a number of key business and marketing concepts and you'll come away with a good understanding of the modern marketing landscape.You'll also discover exactly what you need to do to increase your sales, attract your ideal customers, and generate that all important words-of-mouth to get ahead of the game and put your business firmly on the map!

Inhalt

Introduction 1Section 1: Why it matters - Your 21st Century Marketing Journey Starts Here 7

The New World Order
WHY 21st Century Marketing Matters: 8
A Brief History of Modern Marketing 9
The “Good Old Days” 9
The Old Broadcast Paradigm 10
What this Means to Micro-Business Owners 11
Thank You Sir Tim! 12
The Power Shift 13
So how do we do it? 18
Market Orientation 19
Respectful Interruption Initiates Permission Marketing 20
The Zero Moment of Truth 23
The New Engagement Paradigm:
The Marketer’s Secret Weapon in the Digital Age 27
Search Engine Friendly Website 29
Where to find stuff in this book 32
The Golden Goose – Relationship Marketing 36
Acquiring and Retaining Customers 36
The Importance of Relationship Marketing in the Digital Age 38
Acquiring Customers Is Your Biggest Expense 41
Retention Marketing:
Your Key to Long-Term Profits 46
Maximising Your Customers’ Lifetime Value 51
How Relationships Are Developed:
Satisfaction, Commitment, and Trust 53
Understanding Your Customers:
Why Maslow Was Right 56
Pulling It All Together with the Loyalty Ladder 58
Dealing with Humans: The Drive for Personalisation 60


The Modern Marketing Landscape: How It All Fits Together 62


The New Marketing Ecosystem 62
Content 65
The Traditional Marketing Landscape 68
The Digital Marketing Landscape 74
The Social Media Marketing Landscape 85


 
Section 2: WHAT it is - The System 107
Crafting Opportunity: The M.A.G.I.C. Marketing Matrix 108


Market 110
Action 116
Group 125
Influence 131
Control 134


 
Turning Opportunity into Reality: - The Seven Point Plan 140


Mission Statement 142
Vision Statement 146
Core Values 148
The MVCV Grid: The Foundation of Your Brand 154
Business Objectives 155
Marketing Objectives 158
Marketing Communication Objectives 160
Marketing Campaigns 166
Summary of the Top-Down Approach 169
Extending the New Engagement Paradigm 170
The Art of Effective Communication 172
The Customer Journey 172
Value Proposition Communicator 175
Campaign Plan 176
Developing and Managing Messages: - The TAPAS Framework 178
How to Craft Your Message: - An Introduction to Copywriting 184
Delivering Your Messages 195
Marketing Automation 197
Completing the New Engagement Paradigm 198
The Operations – Delivering On Your Promise 200
The Dynamic Results Dashboard 211


 
Section 3: HOW to do it 229


Using the System 229
Pulling It All Together: What the Complete System Looks Like from End to End 230
Case Study Part 1: Brian’s Coffee Shop (Start-Up Stage) 232
Case Study Part 2: Brian’s Coffee Shop (Established Stage) 250
Turning Your 21st Century Marketing Blueprint into a Business Plan 270
Building Your 21st Century Business Plan 274


 
What Next? 285

Produkt-Details

• Erscheint lt. Verlag: 31.8.2017
• Sprache: englisch
• Themenwelt: Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Bewerbung / Karriere
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
• Schlagworte: Digital Marketing • Marketing • micro-business • Small Business • Social Media
• ISBN-10: 0-9956893-2-6 / 0995689326
• ISBN-13: 978-0-9956893-2-9 / 9780995689329