Marketing for Dummies - McMurtry, Jeanette Maw

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Résumé :

Introduction 1

About This Book 2

Foolish Assumptions 2

Icons Used in This Book 3

Beyond the Book 3

Where to Go from Here 4

Part 1: Marketing In A Thriving Consumer Culture 5

Chapter 1: Understanding Consumer Values and Mind-sets 7

Assessing the New Consumer Culture 8

Understanding the current marketing environment 9

Addressing a complex consumer mind-set 10

Bridging Generational Gaps 11

Creating Trust Equity in a Low-Trust Society 12

Building trust in a less-trusting world 13

Building relationships around a common purpose 15

Improving Customer Journeys for Sustainability 16

Making It Real and Keeping It Fun 19

Chapter 2: Triggering the Psychology of Choice for Lifetime Value 21

Connecting with Customers in Times of Fear and Uncertainty 22

Address feelings - don't avoid them 23

Show consumers how you'll protect them 24

Reward your customers 24

Be transparent and truthful to a fault 24

The Universal Influencers of Human Behavior 25

Triggers of the unconscious mind: The real driver of choice 25

Psychological triggers that drive sales 28

Understanding the Basics of Human Psychology 34

Freud's personality theory 34

Jung's personality theory 35

Tapping into Social Influencers 36

Authority 36

Social proof 37

Reciprocity 37

Scarcity 38

Appealing to Consumers' Happiness and Purpose 39

Putting It All Together 41

Chapter 3: Engaging Experiences and Journeys That Drive Sales and Loyalty 43

Moving from Reactive Customer Service to Proactive Customer Experiences 44

Creating Experiences Around Personal Relevance 45

Applying Technology for Memorable Customer Experiences 47

Using artificial intelligence 47

Succeeding without expensive apps and systems 48

Taking Customer Experience Beyond Service 49

Powering results with personalization 49

Aligning with customers' values 50

Providing options to round out experience 50

Updating your toolbox 51

Creating Customer Experiences Around Brand Communities 53

Start a forum and invite the right people 54

Spark meaningful conversations and creative opportunities 54

Mapping Out a Touchpoint Journey from Introduction to Lifetime Value 55

Part 2: Building A Strategy For LTV and ROI 59

Chapter 4: Laying a Foundation for Growth 61

Measuring the Growth Rate of Your Market 62

Monitoring market and economic indicators 62

Responding to a flat or shrinking market 64

Finding Your Best Growth Strategies 65

Develop innovative GTM strategies 65

Grow what you have for higher profitability 67

Building on a Market Segmentation Strategy 69

Developing a Market Share Strategy 71

Define your metrics 71

Establish a benchmark 71

Do the math 72

Enhancing Your Positioning Strategy 73

Defining your position 73

Aligning your positioning strategy with growth initiatives 74

Changing Your Mind-set 74

Chapter 5: Researching Your Customers, Competitors, and Industry 77

Conducting Research That Delivers Actionable Insights 78

Monitoring social chatter to better understand your customers 79

Following relevant blogs 81

Gathering Information about Market and Consumer Trends 81

Paying attention to information resources 82

Uncovering what really drives your customers 82

Preparing Effective Surveys to Ensure You Get Accurate In...

Biographie:
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Sommaire:

Jeanette Maw McMurtry is a psychology-based marketing expert providing strategy and execution for brands in all industries. She is a Chief Marketing Officer, speaker, and instructor on all aspects of successful marketing. Her blog, jeanettemcmurtry.com, shares insights and tactics for engaging B2B and B2C purchasers' unconscious minds and tapping into the psychology of choice. She is the author of the previous edition of Marketing For Dummies....