The Opt-Out Effect Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty

by Smith, Gerald E.

• ISBN13: 9780134191508
• ISBN10: 0134191501
• Format: Hardcover
• Copyright: 2015-12-30
• Publisher: Ft Pr

Summary

&>will control your brand relationship, there’s only way to win: help them do it. The Opt-Out Effect shows you how.

 

Marketing thought leader Gerald Smith brings together new research data, powerful strategies, and indispensable tools for implementing customer-centric brand management that supports today’s customers and earns their loyalty.

 

You’ll master new digital brand management best practices hands-on, via realistic exercises and well-tested worksheets and templates you can use in your own environment. Nicholson and Smith ground their recommendations in evidence, unveiling important new research from Pitney Bowes and Kitewheel that illuminates the viewpoints of nearly 1,000 marketers and 1,000 consumers across several leading industries.

 

Learn how to:

• Quantify what opt-out is costing your business in dollars and cents
• Control opt-out by empowering customers with opt-up, opt-down, and opt-in user preferences
• Reframe brand strategy as customer-centric, building on radically new assumptions, languages, and beliefs about marketing
• Use customer analytics to listen to, sense, and engage customers “in the moment”
• Apply customer-centric concepts such as Opt-Out Monetization, Customer-Driven Brand Loyalty, Customer-Driven Lifetime Value, and Customer-Driven Brand Equity
• Profitably empower customers to control their messaging, media, channels, offerings, and more
• Integrate your key customer relationship measures in a complete e-driven customer managed marketing framework that helps you clarify your goals, priorities, and performance

Author Biography

>JEFF NICHOLSON (Boston, MA area), a recognized marketing thought leader, is Vice President of Marketing at Kitewheel (formerly Provenir). He was previously Vice President of Global Marketing for Customer Data, Analytics and Interaction Solutions at Pitney Bowes Software. In these roles, he has worked closely with industry analysts such as Gartner and Forrester, and presented frequently at industry conferences including the CMO Council, Direct Marketing Association (DMA), American Marketing Association (AMA), Australian Direct Marketing Association (ADMA), and Loyalty360. A guest lecturer at Boston College’s MBA program on analytic marketing strategy, he possesses deep expertise in CRM, cross-channel campaign management, predictive analytics and data mining, BPM, human capital management, and enterprise content management.

 

DR. GERALD SMITH (Boston, MA area) is a professor and former chair of the Marketing faculty at Boston College in the Carroll School of Management where he leads the MBA Product and Brand Management Specialization, and the Brand Management Partners Program. He teaches Strategic Brand Management, Strategic Pricing Management, and the core Marketing Management course. He has been featured in leading executive programs, including Wharton, DukeCE, Columbia, Boston University, and Suffolk University. He received the Carroll School’s 2012 Distinguished Teaching Award for best graduate teaching, and has been cited by BusinessWeek Online for teaching excellence. He has consulted with firms including Wyeth, Cargill, Kimberly-Clark, AT&T, Verizon, Sprint, Armstrong World Industries, Kraft General Foods, and Heublein. The author of Visionary Pricing and a contributor to Prentice Hall’s best-selling The Strategy and Tactics of Pricing, he was a founding thought leader of the Strategic Pricing Group, Inc., now part of Monitor-Deloitte.

Table of Contents

1. The Age of the Customer

2. Marketing’s Changing Role in Customer Relationships

3. Customer Empowerment in Digital Customer Relationships

4. How Digital Customer Relationships Build Market-Based Assets

5. Understanding Customers: Analytics in Digital Customer Relationships

6. Digital Tools and Strategies to Empower Customers to Optimize Opt-Out

7. The Age of Digital Brand Management