Sticky Marketing : Why Everything in Marketing Has Changed and What to Do about It

by Leboff, Grant

• ISBN13: 9780749460501
• ISBN10: 0749460504
• Format: Paperback
• Copyright: 2011-02-28
• Publisher: Kogan Page Ltd

Summary

we live in a world were people have become empowered. consumers can contact companies directly and they can talk to each other with a powerful voice they never had before. sticky marketingtakes into account these fundamental changes and provides a new set of rules for effective communications in a world transformed by new technology. it introduces a new model of customer engagement and asks 'not what your marketing can do for you, but what your marketing can do for your customer'. companies have to move away from the old marketing system of shouting messages at people to attracting them by providing value around their product or service - in other words by becoming 'sticky' or attractive. grant leboff argues that it is not 'return on investment' that matters but 'return on engagement', not your unique sales point (or usp), but your customer engagement point (your cep), that will make the difference in today's cluttered marketplace. sticky marketingproves that marketing should now be about value creation if you want to truly engage with your customers. it is only by providing value that you can win the battle for customer attention - stop shouting and start a conversation.

Author Biography

Grant Leboff is the founder of The Intelligent Sales Club Ltd., a consulting firm that advises clients on sales and marketing strategies.  He is also the author of Sales Therapy.

Table of Contents

List of figures and tables	p. x
List of abbreviations	p. xi
Praise for Sticky Marketing	p. xii
Prologue	p. 1
What the Sex Pistols taught me about marketing	p. 3
Setting the scene	p. 7
Printing press to internet	p. 9
The development of communication	p. 10
The limitations of traditional communication channels	p. 12
The internet's impact on communication	p. 14
The internet's influence on global change	p. 17
Scarcity to abundance	p. 21
The abundance of choice and information	p. 23
The 'shouting' lost its value	p. 25
Where customers now go for information	p. 27
Transactions to engagement	p. 31
The limitations of traditional 'relationship marketing'	p. 33
Striving for 'relationships' is not enough	p. 35
Introducing customer engagement' marketing	p. 38
From 'return on investment' to 'return on engagement'	p. 40
Engaging on your customer's terms	p. 42
Becoming a trusted source of information	p. 44
Developing an effective marketing strategy	p. 49
Benefits to problems	p. 51
An example of transactional marketing	p. 52
The alternative approach: providing value around your product or service	p. 54
The shortcomings of benefit messaging	p. 55
Ask the right question	p. 57
Problem Maps“	p. 58
Using Problem Maps“ as the basis for engagement	p. 53
Products to experiences	p. 69
The value is in the experience	p. 72
Developing the experience	p. 74
The importance of strategic partnerships	p. 75
Embracing the idea of providing experiences	p. 77
Participation	p. 78
The internet encourages participation	p. 79
Marketing's move from tactics to strategy	p. 81
The changing dynamic between sales and marketing	p. 83
The role of delivery mechanisms	p. 86
Unique selling point to customer engagement points	p. 89
Why the USP will not sell experiences	p. 91
The journey to customer engagement points	p. 93
An engagement strategy means becoming attractive	p. 96
The importance of a 'narrative'	p. 98
Introducing customer engagement points	p. 99
Communicating the message	p. 111
Messages to conversations	p. 113
Power to the people	p. 115
Becoming 'part of the conversation'	p. 116
User-generated content and co-creation	p. 119
Identifying the 'influencers'	p. 121
The importance of social platforms	p. 123
Image to reputation	p. 129
How we all became marketers	p. 131
Marketing is a conversation	p. 133
The move to authenticity	p. 134
Communications in trusted networks and social media	p. 137
The importance of values	p. 138
Developing a narrative	p. 139
Controlling to sharing	p. 145
The changing nature of competition	p. 146
The mindset of abundance	p. 148
The importance of sharing and collaboration	p. 150
Personalization and the new working environment	p. 152
Co-creation with customers	p. 164
A new age of openness	p. 156
Conclusion	p. 161
It's not about you, it's about the customer	p. 103
Why old marketing is too company focused for today	p. 164
The new value in immediacy	p. 166
The changing nature of segmentation	p. 166
The power of context	p. 168
Behavioural targeting	p. 170
Making use of context on the internet	p. 172
Social media	p. 173
Notes	p. 179
Index	p. 213
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