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UnMarketing: Everything Has Changed and Nothing is Different

De (autor) ,
Notă GoodReads:
en Limba Engleză Carte Paperback – 29 Nov 2016

UnMarket to build trust and make lifelong customers

In 2009, Scott Stratten and Alison Stratten wrote the bestselling UnMarketing: Stop

Marketing, Start Engaging and began a journey that would take them around the world sharing their message of engagement with corporations, entrepreneurs, and students.They are now back with this second edition, because Everything has Changed and Nothing is Different, with all the brilliance of the first edition, plus new content and commentary to reflect the rapidly changing landscape we all live, buy, and work in today.

For generations, marketing has been hypocritical. We've been taught to market to others in ways we hate being marketed to (cold-calling, flyers, ads, etc.). So why do we still keep trying the same stale marketing moves?

UnMarketing shows you how to unlearn the old ways and consistently attract and engage the right customers. You'll stop just pushing out your message and praying that it sticks somewhere. Potential and current customers want to be listened to, validated, and have a platform to be heard-especially online. With UnMarketing, you'll create a relationship with your customers, and make yourself the logical choice for their needs. We know you've been told to act like other people, talk like other people, and market like all the people, but it is time for you to unlearn everything and start to UnMarket yourself.

UnMarketing includes the latest information on:

Idea Creation, Viral Marketing and Video, Marketing to Millennials, Authenticity, Transparency and Immediacy, Ethics and Affiliates, Social Media Platforming, UnPodcasting, Word of Mouth, Customer Service, Consumer Advocacy and Leadership.

With examples of what to do, and what not to do, from small business right up to worldwide corporations in areas such as real estate, travel, service, retail, and B2B.

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Specificații

ISBN-13: 9781119335009
ISBN-10: 1119335000
Pagini: 304
Dimensiuni: 153 x 227 x 21 mm
Greutate: 0.36 kg
Ediția: 2nd Edition
Editura: Wiley
Locul publicării: Hoboken, United States

Cuprins

Introduction
Notes
Everything Has Changed and Nothing is Different
The Hierarchy of Buying
A Word on Experts
Trust Gap
ROD. Return on Donuts
Restaurant That Didn′t Get It
Cold Calling
Aiming Your Company at the Bottom of the Barrel
The Better Bottom of the Barrel
Notes
Pull and Stay
Reasons Why Companies Don′t Use Social Media
Social Media (Social Currency as Well)
Notes
Twitter versus Facebook versus LinkedIn
Conversational Social
Visual Social
Dark Social
Social Media Platforming
Notes
UnPodcasting
HARO
Notes
The Game Has Changed
Immediacy and Relevancy
Notes
Publicized Customer Service
Don′t Bank on the Bold
Seven Deadly Social Media Sins
Greed
Gluttony
Sloth
Envy
Wrath
Lust
Pride
Notes
The Millennials Are Coming
How Twitter Changed Scott s Business
Notes
Tassimo
Notes
Domino′s Word of Mouth
Mouths Are Moving
Notes
Naked Pizza
Notes
Don′t Feed the Trolls
Notes
Social Media for Social Good
Notes
Your Website Old School versus New School
Brochure versus Hub
Pitch versus Authenticity Newsletters
Static versus Dynamic
Our Site versus Your Site
I′m Great versus You′re Great
A Jungle versus a Map
High versus Low Barrier to Engagement
Notes
Your Captcha is Craptcha
Pop–Ups
Notes
Experience Gap
Raising and Keeping the Bar High Cirque
Notes
Stirring Coffee
Notes
Using Stop Start Continue
Notes
Zappos
Rockport
Notes
FreshBooks
Notes
Why You Can′t Learn From Millionaires
Notes
Authenticity and Transparency
For Whom the Bell Mobility Tolls
Scott s Transparency on Twitter
Your Transparency
Notes
Affiliates
Notes
Testimonials
Best Sellers
Notes
Why Being a Work–at–Home Mom Is Bad for Business
Hello? Walmart?
Idea Creation
Idea Delivery
Notes
Doing In– Person Seminars
Notes
Tele– Seminars
Viral Marketing
The Landing Page
Emotion How Do You Decide?
Notes
Video
Be Prepared for Success
Undercover Un Marketing
Notes
Putting It Into Practice
Notes
Lush
Notes
Trade Shows
Notes
Social Media at Trade Shows
Un Networking
Why Networking Events Are Evil
Notes
The Awesomeness of Being a 2.0 Author
Accessibility
Notes
Chapter 57
The Un Tour
Brand Enhancement
Value People
Real–World Networking
Notes
The Un End