Connect (PDF)

Connect and engage across channels with the new customers

Connect is the ultimate marketing guide to becoming more
relevant, effective, and successful within the new marketplace.
Written by a team of marketing experts serving Fortune 500 brands,
this book outlines the massive paradigm shift currently taking
place within the industry, and provides the insight and perspective
marketers need to stay on board. Readers will find guidance toward
reaching a customer base that sees marketers as an unnecessary
annoyance, and strategies for engaging those customers at touch
points throughout the customer lifecycle. The book's scope
encompasses both digital and real-life avenues, discussing the new
ways of thinking and the new tools and processes that allow
marketers to function in the new era where digital customer
experiences are increasingly important.

Marketing is undergoing a revolution to rival the impact of
Gutenberg's printing press. Customers are in control, with more
choice and more access than ever before, and they refuse to be
"sold to" or "managed." Many marketing professionals are flailing
for a new strategy while the winners are clearly jumping ahead
- Connect takes readers inside the winners' world to
learn the approach that's engaging the new consumer.

* Discover the technology and processes that allow marketers to
remain relevant

* Craft a personal, relevant, and accessible customer journey
that engages the connected customer

* Keep in touch throughout the customer's life cycle, both online
and offline

* Link digital goals and metrics to business objectives for a
more relevant strategy

Smart marketers have moved to a higher level that achieves
business objectives while increasing relevance to the customer.
Connect provides readers a roadmap to this new approach, and
the tools that make it work.