Stickier Marketing: How to Win Customers in a Digital Age

By Grant Leboff

The internet has revolutionized the way brands interact with their customers. In order to gain customers attention and improve their engagement, companies need to provide personalization and become a trusted source of information.

"Stickier Marketing" offers a set of rules for effective communications in the digital age by asking not what your marketing can do for you, but what your marketing can do for your customer. Grant Leboff argues that it is not "return on investment" that matters but "return on engagement," not unique sales point (or USP), but customer engagement point (CEP), that will make the difference in today's cluttered marketplace. He covers four areas of CEP, which include partnerships, content, market positioning and emotional selling proposition, and encourages user generated content (UGC).

This second edition has been thoroughly updated and includes three new chapters that focus on content, discovery and the mobile revolution."

"[T]houghtfully outlines the new, 'sticky' method of marketing, explaining why 'customer engagement' reigns supreme. [Leboff] lays out the ABCs of 'sticky marketing, ' including helpful summaries at the conclusions of each chapter."--getAbstract "Inc. "
"[I]ncludes numerous examples of instantaneous feedback and its role in establishing products and companies...[A] guidebook for practitioners seeking to optimize use of technology in their marketing efforts."--S.D. Clark, St John's University "CHOICE "


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ISBN: 9780749471088

About the Paperback

Publisher Kogan Page
Publish date 02/28/2014
Pages 272
ISBN-13 9780749471088
ISBN-10 0749471085
Language English