Download or read book The Invisible Economy of Consumer Engagement Uncovering Defining and Optimizing the Ocean of Trade Promotion and Channel Incentives Money That Drive written by Robert L. Hand and published by . This book was released on 2021-11-10 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: Trade promotion spending is the second largest line item on a major consumer products company's financials, yet it continues to fail to generate positive ROI more than half of the time. This book provides a detailed road map for how to reverse that failure and achieve near-100% ROI with dramatically higher value consumer engagement.This is the first book to fully and comprehensively address the problems consumer products manufacturers and retailers have with breaking the cycle of failure of the hundreds of billions of dollars spent annually on trade channel promotions, negatively impacting revenue growth and consumer engagement. It changes the current business-to-business paradigm of thought and purpose to centering the consumer as the primary focal point and purpose for every promotion.The Invisible Economy of Consumer Engagement identifies the root causes resulting in failed promotions and offers a realistic and well-founded series of steps which must be taken to improve trade promotion fund management, account and promotion planning, channel promotion execution, and analysis. It is a realistic road map for the improvement of process, technology, data, and performance analysis of the huge amounts of money spent on retailer trade promotions. The book addresses the evolving technology of artificial intelligence-driven predictive and prescriptive analytics, advanced technology like the Internet of Things, blockchain, and how to improve the value, quality, and trustworthiness of all data. With interviews and statements from senior sales, marketing, finance, and IT executives from the world's top consumer goods companies and retailers, the author leverages his own industry-leading domain experiences to expose realistic issues, concerns, and problems that cause the failure of trade promotion. The book offers an intelligent array of insights and proven solutions that effectively accomplish strategic and tactical objectives of any consumer products company competing globally today.The Invisible Economy of Consumer Engagement is a must-read for anyone working at any level of a consumer products or retail company's marketing, sales, trade promotion, revenue growth management, supply chain, IT and financial organizations. It should also be required reading for university students studying these disciplines.
Download or read book The Fluid Consumer written by Teo Correia and published by Redline Wirtschaft. This book was released on 2016-11-07 with total page 193 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Fluid Consumer takes an in-depth look at how digital technologies are driving profound shifts in consumer expectations and in the consumer packaged goods industry, and it explores the implications of those shifts for business models, branding, and growth strategies. Branding in the digital world requires new practices and strategies. And, as Teo Correia explains, platform economics demonstrate how brands can leverage the power of network effects to grow. In this book, Correia builds upon the new model for digital branding: Brands as Platforms, a revolutionary way to approach and leverage digital technologies beyond e-commerce. He also provides a framework to help leaders and managers position their organizations for sustainable growth by leveraging digital technologies to engage consumers, and to optimize innovation efforts, marketing, and channel strategy development. In a nutshell, The Fluid Consumer: - Reveals how profoundly the consumer is changing in the digital era, and the ways in which consumer packaged goods companies are evolving and adapting as a result. - Develops the new model for digital branding – Brands as Platforms – a revolutionary way to approach and leverage digital technologies beyond e-commerce. - Describes the Four Pillars of Digital Growth needed to achieve digital consumer engagement and position an organization for success. - Uses case study examples to demonstrate how consumer packaged goods companies are finding new ways to position themselves and stay competitive in the face of industry transformation.
Download or read book Online consumer engagement written by Amy Renee Reitz and published by . This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Certainty Principle written by Robert Passikoff and published by AuthorHouse. This book was released on 2008-12 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Click it Or Ditch it written by Holly Anne McGrory and published by . This book was released on 2017 with total page 36 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book 5 Rules of Consumer Engagement written by Sigal Kremer and published by Createspace Independent Publishing Platform. This book was released on 2011-05-19 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a world where the average consumer walks past a long wall of flat screen TVs priced similarly and can't tell the difference between one versus the other, how do you influence brand choice? As marketers, advertisers and creatives, our job often involves crafting messages that hone preference and drive sales. Sometimes we get lucky and work on a brand with a discernible and important competitive advantage to consumers. But often we work in categories that are increasingly crowded and/or filled with products that have little perceptible difference from competition (at least in the consumer's mind). That's when we dig deeper to uncover the reason our brand should be chosen above all others. We prioritize our messaging strategy, bring it to life and then try not to cringe when we expose it to consumers, holding our breath as they pick apart the communication for what seem small, inconsequential reasons, but add up to deal breakers. Wouldn't it be nice to refine your message before you get to the cringing stage by using a set of psychological principles translated into English? Wait a minute. Psychology? That's heavy stuff. But it doesn't have to be if you have a psychology-to-marketing dictionary, which allows you to transition from high level psychological theory to in the trenches advice. For example: Psychological Diagnosis: A brand that can uniquely assist individuals in negotiating powerful subconscious needs and wishes, while avoiding internal conflicts/pitfalls, will be much more successful in creating a meaningful connection with consumers. Translation: A brand that strikes an emotional chord while communicating - without alienating - will fly off the shelves, while those that don't can't be given away. Whether you're selling automobiles or garden gloves, fast food or blood pressure medication, striking a deep emotional chord is essential to the success of your brand. Your challenge is to uncover these distinct, salient, subconscious consumer needs and wishes and use them to your advantage - in branding, packaging and advertising. The good news is you don't have to get an advanced degree in psychology to do so.
Download or read book Engage to Win written by Steve Lucas and published by Greenleaf Book Group. This book was released on 2018-09-18 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: Engagement is the key to success for today’s businesses. The world we live in is radically different today from what it was even just five years ago. It is hyperdigital and becoming more so every day. Ironically, we use connected to describe this new world, yet we are asked to interact increasingly through apps and browsers instead of via face-to-face contact with customers and clients. Even with all the incredible advances, it’s worth pondering whether organizations actually feel more connected to the people and the companies they do business with. In Engage to Win, author Steve Lucas introduces a new model for marketing to address this new hyper-digital world—one founded on engagement. He introduces the idea that embracing and driving engagement throughout organizations and using it with customers, prospects, employees, and partners is what will set companies apart. This digital era demands that marketers understand the science of marketing in order to scale and succeed. But if we embrace mathematics alone, while abandoning feeling, meaning, and authenticity, we will fail to deliver on the desires of our clients: to feel listened to and understood. So how do we win the heart and mind of the buyer in this new world? Develop a real strategy around engagement by practicing these simple steps: listen, learn, and engage. Listening creates insights, insights drive engagement, and engagement drives revenue. Truly engaging with customers will allow businesses to see, in real-time, when customers' wants and needs are changing, so businesses will be able to adapt, survive, and ultimately thrive!
Download or read book Laddering written by Eric V. Holtzclaw and published by John Wiley & Sons. This book was released on 2013-06-27 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing and product development best practices for a fragmented economy The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window. Therefore, it is crucial to understand what drives customer behavior to design products, marketing, and experiences that will succeed. Laddering explains how to better understand your customers' core values. Learn to ask the right questions from your customers, use it to analyze your data, and unlock the true potential of your product or service. Use Laddering techniques to map your customer's DNA and understand why consumers buy from you. Helps you look at your customers in a new way and as a result maximize your profits and reduce your support costs Provides a framework for evaluating what marketing messages, campaigns and experiences are appropriate Author Eric V. Holtzclaw is CEO and founder of User Insight, a user experience research firm and Laddering Works, a marketing strategy and consulting firm. His weekly radio show, The 'Better You' Project, shines a spotlight on entrepreneurs' business journeys, his column Lean Forward appears weekly on INC.com and he is regularly contributor to CMO.com. You must understand what is truly important in order to build relationships with consumers and to market for success in the new many-to-many economy. Laddering offers the tools and knowledge you need to thrive.
Download or read book Content to Commerce written by Avi Savar and published by John Wiley & Sons. This book was released on 2013-05-06 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master the publishing and entertainment world's tools and techniques for content marketing success Over the last decade the convergence of media and technology has turned the marketing world on its head. In order for brands to succeed in today's socially connected world, they must think like publishers and act like media networks. Content to Commerce shows how utilizing publishing- and entertainment-based principles can help brands and marketers use social media effectively—ultimately reaching today's hyper-connected and highly fragmented audiences. From big picture strategy to the tactics and tools require to execute, this book offers a clear approach to social media marketing for both big and small brands alike. Shows how to turn shallow, wide, and short-term projects into deep, narrow, and long-term engagements Explains how to prioritize with a clear escalation path in order to drive big, significant, and measurable value Author Avi Savar is a frequent media commentator on social media, branded content and marketing and was recently named the Jury President of the Cannes Lions International Festival of Creativity’s new Branded Content & Entertainment category Content to Commerce will show you how to conquer the media world's medium and control your own brand's destiny.
Download or read book Digitization of Economy and Society written by Sudeshna Basu Mukherjee and published by CRC Press. This book was released on 2021-10-21 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: This new volume looks at a selection of important issues resulting from the digitization of society, which has fundamentally transformed organizations. These new technological innovations are creating new opportunities as well as new challenges. This volume considers the emerging paradigm of digitization in economy and society, which covers a wide spectrum of digitization processes and consequences, accelerated by the current COVID-19 pandemic, the lockdown scenario, and the increase in digitization by individuals, businesses, and governments. The book explores digital social trends, digital marketing, and the service industry, as well as the societal consequences of technologies and solutions to those problems. The diverse topics include the societal impact of digitization on gender issues, virtual relationships, e-government, online privacy, the gig economy (using Uber as an example), work life changes, online education, online media health public service advertisements, loneliness of the elderly, and more. This book is essential reading for students and faculty of social sciences, economics, and management technology to understand the broad dimensions of digitization in our everyday life and the theoretical and practical utilization and outcome of digitization.
Download or read book The Experience Economy With a New Preface by the Authors written by B. Joseph Pine II and published by Harvard Business Press. This book was released on 2019-12-10 with total page 412 pages. Available in PDF, EPUB and Kindle. Book excerpt: Time is limited. Attention is scarce. Are you engaging your customers? Apple Stores, Disney, LEGO, Starbucks. Do these names conjure up images of mere goods and services, or do they evoke something more--something visceral? Welcome to the Experience Economy, where businesses must form unique connections in order to secure their customers' affections--and ensure their own economic vitality. This seminal book on experience innovation by Joe Pine and Jim Gilmore explores how savvy companies excel by offering compelling experiences for their customers, resulting not only in increased customer allegiance but also in a more profitable bottom line. Translated into thirteen languages, The Experience Economy has become a must-read for leaders of enterprises large and small, for-profit and nonprofit, global and local. Now with a brand-new preface, Pine and Gilmore make an even stronger case for experiences as the critical link between a company and its customers in an increasingly distractible and time-starved world. Filled with detailed examples and actionable advice, The Experience Economy helps companies create personal, dramatic, and even transformative experiences, offering the script from which managers can generate value in ways aligned with a strong customer-centric strategy.
Download or read book The Art of Consumer Engagement written by Liana Li Evans and published by . This book was released on 2012-03-28 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today, engaging with customers must happen on many different levels, through multiple online and offline platforms. Engaging consumers where they are takes research and skill - but, by doing so, organizations can develop large corps of "customer evangelists" who voluntarily promote their brands, products, and services - and magnify the value of all their marketing investments. In this book, top web/social marketer Liana "Li" Evans shows you how the most effective organizations are achieving those goals, and helps you apply and adapt their lessons for your own business or non-profit.The Art of Consumer Engagementcombines proven best practices with more than a dozen outstanding new case studies: examples drawn from leaders like American Express OPEN, Southwest, and Ford - and from many great small companies, too. Readers will learn how these innovators are engaging customers on multiple levels through integrated strategies and mutually-reinforcing platforms - and how they're getting more out of tools ranging from search and social media to analytics and email. From start to finish, this book is packed with expert advice and valuable examples for B2B and B2C businesses of all sizes, for non-profits, and even for individuals building their own personal brands.
Download or read book The Garment Economy written by Michelle Brandstrup and published by Springer Nature. This book was released on 2023-07-29 with total page 625 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book introduces the reader to the business of clothes, with flashbacks into the past, business models of today, and ideas for a sustainable future. Historical perspectives discuss the cotton industry in India, Bangladesh, Greece, and Central Asia, which help trace the evolution of the clothing industry during the 20th century. Chapters also discuss fashion marketing, greenwashing, blockchain in the fashion supply chain, social media, sustainability issues, and sensory models. Several business models are explained; topics covered include blue ocean strategy, the unstitched market, the luxury sector, access-based consumption, and ethics. Among other topics explored are the future retail experience, consumer value creation, technology, and the impact of virtual atmospheres. The book also includes helpful case studies in understanding the country and culture-specific nuances of the clothing business.
Download or read book Exploring Online Value Destruction in Consumer to consumer Engagement written by Noha Refaie and published by . This book was released on 2021 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Digital Marketing and Consumer Engagement Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-01-05 with total page 1755 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Download or read book The Consumer Engagement interactivity Link written by Naomi Jayne Hedges and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Contemporary Research on Management and Business written by Siska Noviaristanti and published by CRC Press. This book was released on 2022-09-07 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book contains 74 selected papers presented at the 5th International Seminar of Contemporary Research on Business and Management (ISCRBM 2021), which was organized by the Alliance of Indonesian Master of Management Program (APMMI) and held in Jakarta, Indonesia on 18 December 2021. This online conference was hosted by the Master of Management Program of Indonesia University. This year, ISCRBM focused on research related to driving sustainable business through innovation. Business has had to deal with the Covid-19 pandemic, so a new approach towards managing business to survive competition is indispensable. Innovation is the key for all organizations in surviving in the new normal and beyond. The Seminar aimed to provide a forum for leading scholars, academics, researchers, and practitioners in the business and management area to reflect on the issues, challenges and opportunities, and to share the latest innovative research and best practices. This seminar brought together participants to exchange ideas on the future development of management disciplines: human resource, marketing, operation, finance, strategic management and entrepreneurship. The Open Access version of this book, available at www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.
