Download or read book Digital Strategies for Powerful Corporate Communications written by Paul A Argenti and published by McGraw Hill Professional. This book was released on 2009-04-19 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: The explosion of blogs, social networking sites, wikis, video sharing sites, and other powerful digital communications platforms may be the biggest game-changer to impact business since mechanized manufacturing. In today’s Web 2.0 world, company stakeholders--including employees, customers, and investors--are empowered in ways unimaginable just a few years ago, and traditional corporate hierarchies are yesterday’s news. Rather than attempt to turn back the clock and reassert strict, top-down control over stakeholder relationships, the smartest companies worldwide are responding with bold new digital communications strategies based on transparency, authenticity, and inclusion, instead of secrecy, artificiality, and exclusion. International corporate communications guru Paul A. Argenti provides a lively, up-to-the- minute review of the Web 2.0 landscape and analyzes the increasingly central role corporate communications plays in virtually every organizational function. Argenti and coauthor Courtney Barnes advise corporate leaders on how to deploy proven strategies for using new and emerging digital platforms to Manage brand identity and company reputation Build a culture of engagement and transparency Turn stakeholders into “company evangelists” Manage internal communications across time zones and language barriers Recruit and retain the best talent Develop compelling messages based on customer and investor needs and desires Argenti and Barnes provide case studies illustrating digital communications best practices at HP, Southwest Airlines, Sony, Dell, IBM, Starbucks, HBO, FedEx, GE, and other major players. This groundbreaking book will teach you how to gain real, manageable control over your organization’s communications in today’s virtual world.
Download or read book Digital Strategies for Powerful Corporate Communications written by Paul A. Argenti and published by Mcgraw-hill. This book was released on 2009-07-22 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: The explosion of blogs, social networking sites, wikis, video sharing sites, and other powerful digital communications platforms may be the biggest game-changer to impact business since mechanized manufacturing. In today’s Web 2.0 world, company stakeholders--including employees, customers, and investors--are empowered in ways unimaginable just a few years ago, and traditional corporate hierarchies are yesterday’s news. Rather than attempt to turn back the clock and reassert strict, top-down control over stakeholder relationships, the smartest companies worldwide are responding with bold new digital communications strategies based on transparency, authenticity, and inclusion, instead of secrecy, artificiality, and exclusion. International corporate communications guru Paul A. Argenti provides a lively, up-to-the- minute review of the Web 2.0 landscape and analyzes the increasingly central role corporate communications plays in virtually every organizational function. Argenti and coauthor Courtney Barnes advise corporate leaders on how to deploy proven strategies for using new and emerging digital platforms to Manage brand identity and company reputation Build a culture of engagement and transparency Turn stakeholders into “company evangelists” Manage internal communications across time zones and language barriers Recruit and retain the best talent Develop compelling messages based on customer and investor needs and desires Argenti and Barnes provide case studies illustrating digital communications best practices at HP, Southwest Airlines, Sony, Dell, IBM, Starbucks, HBO, FedEx, GE, and other major players. This groundbreaking book will teach you how to gain real, manageable control over your organization’s communications in today’s virtual world.
Download or read book The Future of Competitive Strategy written by Mohan Subramaniam and published by MIT Press. This book was released on 2022-08-16 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: How legacy firms can combine their traditional strengths with the power of data and digital ecosystems to forge a new competitive strategy for the digital era. How can legacy firms remain relevant in the digital era? In The Future of Competitive Strategy, strategic management expert Mohan Subramaniam explains how firms can leverage both their traditional strengths and the modern-day power of data and digital ecosystems to forge a new competitive strategy. Drawing on the experiences of a range of companies, including Caterpillar, Sleep Number, and Whirlpool, he explains how firms can benefit from data’s enlarged role in modern business, develop digital ecosystems tailored to their unique business needs, and use new frameworks to harness the power of data for competitive advantage. Subramaniam presents digital ecosystems as a combination of production and consumption ecosystems, which can be used by legacy firms to unlock the value of data at various levels—from improving operational efficiencies to creating new data-driven services and transforming traditional products into digital platforms. He explores the ways sensors and the Internet of Things provide new kinds of customer data; presents the concept of digital competitors—other firms that have access to similar data; discusses the new digital capabilities that firms need to develop; and addresses privacy and security issues associated with data sharing. Who needs this book? Any firm that wants to revitalize traditional business models, offer a richer customer experience, and expand its competitive arena into new digital ecosystems.
Download or read book Digital Strategies For Powerful written by Argenti and published by Tata McGraw-Hill Education. This book was released on 2009-12 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The advents of blogging, mashups, and wiki programs have introduced chaos in the world of business communication. Digital Strategies for Powerful Corporate Communications explains how to use these same digital means, among many others, for bringing order to this information-saturated environment. Deploying the lessons inside, communication directors will be able to build symbiotic relationships with stakeholders, develop key messages based on customers needs and desires, managing the company s reputation, and executing efficient leadership strategies. Case studies of leading global companies are included.
Download or read book Unleashing the Killer App written by Larry Downes and published by H B S Press. This book was released on 1998 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: When technologies, products, and services converge in radical, creative new ways, a killer app emerges-a new application so powerful that it transforms industries, redefines markets, and annihilates the competition. The steam engine, the cotton gin, and the Model T were all killer apps of their time. Today's killer apps spring from the digital realm: the personal computer, e-mail, and the World Wide Web. Tempted by the promise of such devastating power, companies large and small, from vast multinationals to lean entrepreneurial start-ups, are remaking themselves into organizations that nurture killer apps rather than succumb to them. How is it done? In this groundbreaking new book, strategists Downes and Mui identify the twelve fundamental design principles for building killer apps and offer a progressive guide to transforming your company into a place where killer apps are born. Unleashing the Killer App provides the tools, the techniques, and the proof that you need to incubate the killer app within your organization--and perhaps even release one.
Download or read book Dynamic Digital Marketing written by Dawn McGruer and published by John Wiley & Sons. This book was released on 2019-12-02 with total page 323 pages. Available in PDF, EPUB and Kindle. Book excerpt: 8 powerful ways to market your business online to consistently generate an abundance of leads that convert into profitable customers. Dynamic Digital Marketing teaches any business or individual how to increase online visibility and presence, attract their target audience, generate leads, and convert them into profitable customers. Author Dawn McGruer is an expert at making businesses and brands shine online. She is passionate about helping entrepreneurs and businesses maximise their digital marketing profits by developing digital skills which scale and grow their businesses and accelerate their success. Most entrepreneurs and businesses fully understand the importance of digital marketing, yet many do not know where to start or, worse, continue to spend time, money, and effort on strategies that fail to provide the best results for their investment. To remedy this situation, Dawn developed her multi-award-winning digital marketing framework, Dynamic Digital Marketing Model. Offering step-by-step guidance, this book shows you how to use this model to market your business online whilst transforming yourself into a proficient digital marketer. This must-read book will help you: Gain invaluable insights on what works – and what doesn’t – based on the author’s 20 years’ experience in digital marketing Avoid pitfalls and missteps by implementing the same proven success strategies used by key influencers Harness the power of search engine optimisation (SEO), social media, content marketing, online video, and more Amplify your brand, cultivate customers, and increase profits Incorporate e-mail marketing, customer analytics, strategic web design, and influencer partnerships in your overall digital marketing strategy Dynamic Digital Marketing: Master the world of online and social media marketing to grow your business is an indispensable resource for business leaders, business owners, marketing and sales professionals, digital strategists and consultants, entrepreneurs, and students in business and marketing programmes.
Download or read book Digital Marketing That Actually Works the Ultimate Guide written by Melissa Byers and published by That Actually Works. This book was released on 2019-02 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Marketing That Actually Works is your roadmap to understanding and implementing digital marketing that gets results. This book takes you from digital marketing strategy to channels to tactics to tools to measurement to prioritization - giving you a strong foundation in how to use digital marketing to grow your business, brand or organization. This book is for business professionals and marketers who want a strong grasp of the core concepts in digital marketing - what they are, how they work and how to implement them for growth. Covering strategy, best practices and implementation, this is The Ultimate Guide with no hype - just solid strategies, tactics and tools that actually work. Who can benefit from this book? - MARKETERS AND AGENCIES - Wanting to implement digital marketing best practices and round out their digital knowledge. - CEOS AND EXECUTIVES - Needing a solid understanding of how to strategically use digital to fuel their growth. - ENTREPRENEURS AND STARTUPS - Wanting to harness the power of digital marketing to grow their business. - BRAND MANAGERS - Needing to understand how to best use digital marketing strategically and drive better results. - AGENCIES - Wanting to provide lasting value for their clients with a comprehensive approach to digital. - BUSINESS PROFESSIONALS - Wanting to have a solid understanding of the fastest growing area of marketing and business growth. - DIGITAL TRANSFORMATION TEAMS - Looking to be sure that core areas of digital are used strategically to fuel business growth. This book covers the core aspects of digital marketing: - How to build a plan - Creating a digital marketing strategy - Assessing the digital landscape - Defining your target audience for digital - Digital content strategy and optimization - Social Media Marketing - Digital Advertising - SEO (Search Engine Optimization) - Websites - Conversational marketing (reviews, influencers, advocates and more) - Email marketing - CRM - Mobile marketing (including Messenger and Chatbots) - Digital marketing measurement - Digital marketing analytics and optimization - Digital ROI (return on investment) - Prioritizing digital marketing - Building your digital marketing plan. If you want to take your digital marketing knowledge and results to the next level read this book! Based on over 10 years of working with businesses on digital marketing, Digital Marketing that Actually Works is a comprehensive guide to everything a savvy business professional or marketer should understand about digital marketing. There is no hype. No gimmicks. Just clear, practical, actionable content based on what actually works to grow businesses. As a BONUS this book includes a FREE DOWNLOAD action planner and additional resources to help you implement what you learn.
Download or read book Strategic Digital Marketing Top Digital Experts Share the Formula for Tangible Returns on Your Marketing Investment written by Eric Greenberg and published by McGraw Hill Professional. This book was released on 2013-09-06 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: THE ULTIMATE CRASH COURSE IN DIGITAL MARKETING The digital age is here—and it’s developing rapidly. Regardless of your industry, sector, or geography, you need to understand the power of digital strategies to market your brand, reach your audience, and broaden your framework for success. This comprehensive, all-in-one guide combines the collective insights of top digital marketers, consultants, and academics—each one an expert in his or her field. With the proven techniques of Strategic Digital Marketing, you’ll be able to: Plan, strategize, and implement a complete marketing campaign that best suits you and your company. Use social media like Facebook and Twitter to not only engage your target audience, but get real results. Improve your website and supersize your media presence through liquid content, mobile apps, engaging videos, social contests, and more. Develop a logical and balanced approach to digital, using the proper tools, to measure and maximize return on investment (ROI). Reshape your management framework and redesign your company for digital-era growth, functionality, and success. These are the same market-tested strategies Fortune 500 companies are using to take advantage of the exciting new opportunities that only digital media provides. You’ll discover the 10 traits of digital leadership, the six habits of highly-successful firms, and the one true goal of digital marketing. You’ll read first-hand accounts of social media in action—and follow real-world case studies of the hottest companies trending today. You’ll also find need-to-know information on red-button subjects like emerging mobile technologies, legal guidelines for digital marketing, search engine optimization, and so much more. Digital media has changed the world as we know it. Strategic Digital Marketing will change the way you live, work, grow . . . and succeed.
Download or read book Driving Digital Strategy written by Sunil Gupta and published by Harvard Business Press. This book was released on 2018-07-24 with total page 327 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital transformation is no longer news--it's a necessity. Despite the widespread threat of disruption, many large companies in traditional industries have succeeded at digitizing their businesses in truly transformative ways. The New York Times, formerly a bastion of traditional media, has created a thriving digital product behind a carefully designed paywall. Best Buy has transformed its business in the face of Amazon's threat. John Deere has formed a data-analysis arm to complement its farm-equipment business. And Goldman Sachs and many others are using digital technologies to reimagine their businesses. In Driving Digital Strategy, Harvard Business School professor Sunil Gupta provides an actionable framework for following their lead. For over a decade, Gupta has studied digital transformation at Fortune 500 companies. He knows what works and what doesn't. Merely dabbling in digital or launching a small independent unit, which many companies do, will not bring success. Instead you need to fundamentally change the core of your business and ensure that your digital strategy touches all aspects of your organization: your business model, value chain, customer relationships, and company culture. Gupta covers each aspect in vivid detail while providing navigation tips and best practices along the way. Filled with rich and illuminating case studies of companies at the forefront of digital transformation, Driving Digital Strategy is the comprehensive guide you need to take full advantage of the limitless opportunities the digital age provides.
Download or read book Digital Sense written by Travis Wright and published by John Wiley & Sons. This book was released on 2017-01-06 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.
Download or read book Want to Learn Digital Marketing Read this Book written by Mikkell Khan and published by Mind of Khan Studios. This book was released on 2021-03-01 with total page 65 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are you ready to increase your sales through the power of digital marketing? Would you like to learn strategies that can get you those goals quickly and efficiently? Even if you aren't the most versed in marketing? Then this book may be just what you are looking for... With billions of people around the world actively using digital technologies on a daily basis, every marketer and business owner knows that digital marketing is something that they should be doing. The problem, however, is that digital marketing is a broad topic, and therefore, most of them do not know how to go about it. Where do you start? Which digital marketing strategies should you use? How are you even sure that they will work? This is where this book comes in. This book covers five of the most effective digital marketing strategies and techniques that you can use to quickly expand the reach of your business, attract customers, grow your business, and go head to head even with your biggest competitors, even if you have a limited marketing budget. By providing you with an easy to read step by step guide to utilizing these techniques to market your business, this book takes out all the guesswork and guarantees you that everything you are doing is going to work. Here are some of the pearls you will learn in this book How to use digital marketing for your business' success How to establish yourself as a brand through blogging quickly How to take advantage of SEO for free traffic How to tap into the power of social media to grow your business How to drive high ROI with email marketing How to partner with influencers for success And so much more quick, actionable strategies. Now are you ready to learn how to grow your business quickly and efficiently, regardless of the nature and size of your business, your marketing objectives, or your marketing budget? Grab yourself a copy of Want To Learn Digital Marketing? Read this Book! and get ready to gain the knowledge you need to boost the trajectory of your business! Keywords: digital marketing book, digital marketing essentials, digital marketing strategy, digital marketing for beginners, digital marketing for small business, digital marketing handbook, digital marketing 2021, digital marketing career, business books
Download or read book Taking Down Goliath written by Kevin Ryan and published by Springer. This book was released on 2014-12-09 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advances in software, auction-based media, analytics, and big data have made it possible for the average marketer to compete with marketers with 100 times the spending power. Taking Down Goliath profiles the ways in which digital marketing can level the playing field, if you know how to use it.
Download or read book Digital Marketing Strategy written by Simon Kingsnorth and published by Kogan Page Publishers. This book was released on 2016-05-03 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.
Download or read book Effective Digital Marketing Strategies written by Mara Uebersax and published by . This book was released on 2021-08-02 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital marketing is more important than ever. Take steps to create or improve your marketing strategy today to accelerate your results Where do you start if you want to develop a digital marketing strategy? It's still a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don't have an integrated plan to support digital transformation and company growth and engage their audiences effectively online. This book takes you through an in-depth review of digital marketing essentials for distribution companies. You'll learn which marketing essentials will have your company better positioned as an industry leader, building stronger bonds with your customers and prospects, increasing your sales, and generating substantially more leads. You'll learn, too, that your company can use digital marketing to create new relationships with prospects and turn them into customers, and that digital marketing will give you the ability to strengthen and grow relationships you already have with existing customers.
Download or read book The Digital Plan written by Brad a Schenck and published by Createspace Independent Publishing Platform. This book was released on 2016-12-13 with total page 142 pages. Available in PDF, EPUB and Kindle. Book excerpt: From total beginner to technical expert, you will be digitally empowered by engaging with The Digital Plan. Whether you're the director of a digital communications department or you're a member of any team wishing to wield or understand the power of digital, this book will provide you with the tools you need to plan and execute digital strategy with ease. Using his many years of experience directing digital strategies for campaigns and organizations, Brad A Schenck outlines everything you want to know about digital planning, utilizing digital tools and making the most of your collaborative efforts. In this book, you should expect to find: Expert guidance framed with thoughtful questions you should ask. Bullet points of the most up-to-date tips and lots of them. Templates that will help you frame your plan, whatever your goals may be. Stories and anecdotes from someone who has advised hundreds of digital plans at the highest level. From the very technical to the more artistic, The Digital Plan covers everything from design and social media to data and analytics. This book is a must-have for anyone wishing to make the most of their digital presence to create powerful impact by driving community action.
Download or read book Unleashing the Power of Integrated Digital Marketing written by Veronika Höller and published by Independently Published. This book was released on 2023-11 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Navigating Trends and Strategies for ultimate Branding impact In this comprehensive guide, we'll delve deep into the realms of digital marketing, exploring the individual pillars of PPC, SEO, and social media marketing, while also shedding light on the synergy between these channels. With insights into the evolving search landscape, from the pandemic-induced changes in search behavior to cutting-edge innovations like Google Lens and the Search Generative Experience, this guide is designed to equip marketers with the tools they need to succeed. We'll not only analyze the importance of unique imagery over bought content but also uncover the challenges SEOs will face in the future. An entire chapter will be dedicated to E-E-A-T, underscoring its pivotal role in establishing brand authority and credibility. Furthermore, we'll explore the dominance of multimedia content, particularly the rise of video, and how it can be seamlessly integrated into a comprehensive digital marketing strategy. Whether you're a seasoned marketer or a newcomer to the field, "Unleashing the Power of Integrated Digital Marketing" will empower you to navigate the ever-changing digital landscape, adapt to new trends, and craft strategies that resonate with your target audience, ultimately driving lasting brand impact and success.
Download or read book The Business of Platforms written by Michael A. Cusumano and published by HarperCollins. This book was released on 2019-05-07 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: A trio of experts on high-tech business strategy and innovation reveal the principles that have made platform businesses the most valuable firms in the world and the first trillion-dollar companies. Managers and entrepreneurs in the digital era must learn to live in two worlds—the conventional economy and the platform economy. Platforms that operate for business purposes usually exist at the level of an industry or ecosystem, bringing together individuals and organizations so they can innovate and interact in ways not otherwise possible. Platforms create economic value far beyond what we see in conventional companies. The Business of Platforms is an invaluable, in-depth look at platform strategy and digital innovation. Cusumano, Gawer, and Yoffie address how a small number of companies have come to exert extraordinary influence over every dimension of our personal, professional, and political lives. They explain how these new entities differ from the powerful corporations of the past. They also question whether there are limits to the market dominance and expansion of these digital juggernauts. Finally, they discuss the role governments should play in rethinking data privacy laws, antitrust, and other regulations that could reign in abuses from these powerful businesses. Their goal is to help managers and entrepreneurs build platform businesses that can stand the test of time and win their share of battles with both digital and conventional competitors. As experts who have studied and worked with these firms for some thirty years, this book is the most authoritative and timely investigation yet of the powerful economic and technological forces that make platform businesses, from Amazon and Apple to Microsoft, Facebook, and Google—all dominant players in shaping the global economy, the future of work, and the political world we now face.
