Seth Godin, one of today's most influential business thinkers, writes best-selling books like Purple Cow and All Marketers Are Liars. And in between those annual books, he delivers a daily stream of ideas on one of the world's most popular blogs. Collected here for the first time are eight years of his very best blog posts, magazine columns, and e-books. Small is the New Big offers ideas and stories that can change how you work, what you buy, and how you see the world. It's an entertaining snapshot of Godin's fiercely original brain. Who else would argue that Fluffernutter was a brilliant business model? That we need a service that charges to send e-mail? That you can learn more about design at Hershey Park than at an Apple store, and more about marketing at summer camp than at b-school? All of these riffs add up to a few essential themes: Small is the new big because big has gone from a huge advantage to a liability. Authentic stories spread and last, but lies get exposed faster than ever. The ability to change fast is the single best asset for any person or organization. Aretha was right: Respect is the secret to success. It's easier than ever to become remarkable. There's no excuse for sticking with mediocrity. 1. Language: English. Narrator: Seth Godin. Audio sample: http://samples.audible.de/bk/high/000269/bk_high_000269_sample.mp3. Digital audiobook in aax.
This book is a result of primary research about customers' Awareness, Perceptions, & Preferences in the six major cities of Gujarat state of India. Attempt has been made to get insight of level of customer awareness about permission marketing, and customers' perceptions and preferences about unwanted marketing communications, particularly, unwanted tele-calling, SMS, Spam, direct mail etc. Suggestions are made to help marketers in designing effective and anticipated marketing communication strategy.
Internet advertising is a very fast growing area which is providing companies a new channel of communication that can create closer yet more cost effective relationships with customers in sales, marketing and customer support. As consumers perceptions and attitudes toward Internet advertising are prominent factors affecting their buying behavior, this study has delineated this area for a detailed investigation by examining the relationship between demographics, Internet usage patterns, and attitudes toward Internet advertising. The present study explains comprehensively software professionals attitudes toward Internet advertising in the light of pros and cons of five different forms of Internet advertisements such as pop-up, banner, e-mail, floating and interstitial. The study considered software professionals as a sample because of their nature of job, high browsing skills, and income. The survey was conducted in India which is at fourth place in Internet users population. Thus, the results of the study would be useful to online marketers and advertisers in formulating appropriate marketing strategies so as to exploit fully the vast potential of Internet media.
Use the latest digital technologies for lifelong customers and repeat sales"Arthur Middleton Hughes is database marketing's Great Explainer. He has a unique gift for taking complex subjects and breaking them down in ways people can easily understand. This is the most approachable book I have ever read on the subject."-Ken Magill, Publisher, The Magill Report " Strategic Database Marketing is a must-read for anyone in CRM or e-mail marketing. The Customer Lifetime Value information and formula is critical to utilize. Arthur's information makes it easy to update with your e-mail metrics and improve KPIs to know the success of each marketing program."-David Horwedel, eCRM Program Manager, Dell"Arthur Hughes is truly a direct marketing database guru. This edition of Strategic Database Marketing [is a] must-read for any marketer in today's ever-changing environment."-Vicki Updike, President, Miles Kimball Company" Strategic Database Marketing objectively challenges the very way we go about using our data and where we should be going in the future. It is an important, informative, and enjoyable read."-Matt Edgar, Founder, Global Marketing Alliance and publisher of Direct Marketing International " Strategic Database Marketing provides the fundamentals of consumer data management that every marketer should know. Arthur's insight into utilizing e-mail and social media both as a data source and communication medium is key to creating the highly relevant and targeted messaging that today's consumers demand."-Angela Sanchez, Sr. Director of Marketing, Universal Music Group"Arthur Hughes describes how smart marketers amass the mounds of valuable customer data accumulated by their company, find common characteristics among those individuals, and then suggest a product or service that customers will be eager to purchase-even before they know they want to buy it."-Kathryn Kiritsis, Director Online Marketing, Avis Budget Group"Read this book if you are looking to make sense of the complexities of database marketing in the digital world. Mr. Hughes has produced a tour de force ."-Steve Cobden, CMO, Thompson & Company of Tampa, Inc."I have learned so much from Arthur Hughes over the years! This book is no exception. He continues not only to address theory, but also offer practical, measurable application."-Sue Coakley, Sr. Director, Customer Contact Strategy, Yahoo!About the Book:Since the previous edition of Strategic Database Marketing was published in 2006, digital tools like Google, e-mail, mobile devices, and social networking sites have completely changed the game. Customer outreach knows no boundaries, program management is more complex, and smart use of databases is absolutely critical to success. With these new challenges, though, come great opportunities-and this thoroughly updated new edition has everything you need to seize them all.Retaining all the tips, tactics, and strategies that have made Strategic Database Marketing the go-to resource for marketers who take their craft seriously, this classic guide gives you the most current tools and techniques for gathering and measuring metrics and making accurate predictions with them.Completely revised and updated, this new edition covers all the foundational database marketing principles and practices, including:Lifetime value (LTV)Building profits with recency and frequencyThe off-e-mail sales multiplierCustomer and subscriber acquisitionMonetary (RFM) analysisExpanding retail store trafficCustomer segmentationAnalytics and modelingLoyalty marketingMeasuring the impact of social mediaTesting and control groupsBusiness-to-business database marketingAll quizzes, forms, strategies, charts
Master's Thesis from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7 (A-), Växjö University (School of Management and Economics), course: International Business Environment, 40 entries in the bibliography, language: English, abstract: Widespread changes within business environments in recent years has demanded acquisitions of new tools that are more skilled to cope with new challenges and demands in business. Advances in computer technologies, higher accessibility of computer associated tools and decreased prices of general computer-related products are reasons enough for at least considerations about higher usage of new technologies. Particularly in direct marketing activities discussed technology is called Data Mining. Companies are faced with hosts of data collected in their data repositories. Of course, companies want to make use of their data and aim to discover interesting patterns of knowledge within their data repositories. Direct marketers which can be involved in catalogue marketing, telemarketing or widely known direct-mail marketing are intensive users of Data Mining Technologies. Because of that, the authors strive to do research concerning reasons for and advantages and disadvantages with using Data Mining as support for direct marketing activities. Chapter 1 deals with general information for the reader as support for delving into the topic. The included problem discussion finishes with the final problem formulation of this thesis. Chapter 2 is about the Methodology which includes considerations of Gummesson. The following theoretical part is divided into two major parts, Data Mining and Direct Marketing, which underpin the whole thesis. The authors want to inform the reader about important and sophisticated contents concerning both Data Mining and Direct Marketing. Without overloading the implementations about Data Mining and Direct Marketing, the authors conduct the reader to essential and detailed aspects of both fields for understanding the intentions. The empirical part contains a short introduction to each company within the thesis, and short summaries of the interviews conducted. In the following analysis part the authors have created a model to make the possible uses of Data Mining more understandable to the reader. Furthermore, this part contains an analysis of the interviews in relation to the topic at hand and the theories used. In the conclusions the authors answer their research question, namely; what are the main advantages and disadvantages of Data Mining as support to Direct Marketing activities? In the absolute end of the thesis the authors criticise their own work and give suggestions for further research within the topic.
Thorough and completely up-to-date, this authoritative guide covers every aspect of the mail order business, from the basics of getting started to the details of product selection, preparing a marketing plan, copywriting, designing graphics, printing, protecting yourself from competition, telemarketing, and advertising through magazines, radio, and television. In addition, a handy appendix lists hundreds of valuable contacts with complete addresses. In this new Fourth Edition, you'll learn the latest trends in mail order - what works and what doesn't, the most effective look in ads and mailing pieces, how to put together the most attractive offers, and much more. For entrepreneurs, direct marketers, business owners, and others eager to get into the mail order business, Building a Mail Order Business has proven itself to be an indispensable resource for the ideas, techniques, and expert advice that will lead to success.
One of FORTUNE Magazine's Top 5 Business Book Must-Reads How do you cut through the noise, commotion, and bad information that is right now cluttering up your customers' digital space? EPIC CONTENT MARKETING One of the world's leading experts on content marketing, Joe Pulizzi explains how to attract prospects and customers by creating information and content they actually want to engage with. No longer can we interrupt our customers with mediocre content and sales messages they don't care about. Epic Content Marketing takes you step-by-stepthrough the process of developing stories that inform and entertain and compel customers to act--without actually telling them to. Epic content, distributed to the right person at the right time, is the way to truly capture the hearts and minds of customers. It's how to position your business as a trusted expert in its industry. It's what customers share and talk about. Once we hook customers with epic content, they reward us by sending our sales through the roof. Epic Content Marketing provides everything youneed to: Determine what your content niche should be to attract and retain customers Discover and develop your content marketing mission statement Set up a process for creating and curating epic content Learn how to leverage social and e-mail channels to create--and grow--your audience Measure the performance of your content--and increase your content marketing budget With in-depth case studies of how John Deere, LEGO, Coca-Cola, and other leading corporations are using content to drive epic sales, this groundbreaking guide gives you all the tools to start creating and disseminating content that leads directly to greater profits and growth. Whether you're the CMO of a Fortune 500, a digital marketer, or an entrepreneur, Epic Content Marketing gives you the tools you need to vanquish the competition. Start your epic journey now! PRAISE FOR EPIC CONTENT MARKETING 'From the man who invented content marketing. Listen to this guy. He really understands the new world of marketing. The concepts in Epic Content Marketing are usable all over the world--instantly usable and useful for any business.' -- Don Schultz, the 'father of integrated marketing,' Professor Emeritus at Northwestern University's Medill School of Journalism, and author of 13 books 'Joe Pulizzi's ideas are so consistently . . . well, epic (!) that they really don't need any endorsement by anyone. But here's mine anyway: You don't need MORE content. You need the right kind of content,strategically applied. For those organizations struggling to create a content marketing program that drives results, Joe delivers. Again.' -- Ann Handley, coauthor of Content Rules and Chief Content Officer, MarketingProfs 'As Joe shows us in his wonderful Epic Content Marketing, you must unlearn interrupting people with your nonsense. Instead, publish the valuable content they want to consume and are eager to share.' -- David Meerman Scott, marketing strategist and bestselling author ofThe New Rules of Marketing and PR 'This is a brilliant canter through the rapid and ever-changing world of content marketing. Joe has managed to capture the right blend of art and science as he plots the major trends impacting all marketers right now.' -- Jonathan Mildenhall, VP, Global Advertising Strategy and Creative Excellence, Coca-Cola Company 'You could say that Joe Pulizzi wrote the book on content marketing, but now it's more than just a saying.It's what you're holding in your hands. If you truly want to be successful at content marketing, Pulizzi is one of the few who can show you the way.' -- Mitch Joel, President, Twist Image, and author of Six Pixels of Separation and CTRL ALT Delete 'Joe Pulizzi may know more about content marketing than any person alive. He proves it in these pages.' -- Jay Baer, New York Times bestselling author of Youtility: Why Smart Marketing is About Help Not Hype 'The future of successful brand building, and especially the art of solidifying the emotional connection between people and brands, will require expertise in Content Marketing. Epic Content Marketing gives all the details practitioners need without overcomplicating.' -- Professor JoAnn Sciarrino, Knight Chair, Digital Advertising and Marketing
Attract, engage, and delight customers online Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online is a comprehensive guide to increasing online visibility and engagement. Written by top marketing and startup bloggers, the book contains the latest information about customer behavior and preferred digital experiences. From the latest insights on lead nurturing and visual marketing to advice on producing remarkable content by building tools, readers will gain the information they need to transform their marketing online. With outbound marketing methods becoming less effective, the time to embrace inbound marketing is now. Cold calling, e-mail blasts, and direct mail are turning consumers off to an ever-greater extent, so consumers are increasingly doing research online to choose companies and products that meet their needs. Inbound Marketing recognizes these behavioral changes as opportunities, and explains how marketers can make the most of this shift online. This not only addresses turning strangers into website visitors, but explains how best to convert those visitors to leads, and to nurture those leads to the point of becoming delighted customers. Gain the insight that can increase marketing value with topics like: * Inbound marketing - strategy, reputation, and tracking progress * Visibility - getting found, and why content matters * Converting customers - turning prospects into leads and leads into customers * Better decisions - picking people, agencies, and campaigns The book also contains essential tools and resources that help build an effective marketing strategy, and tips for organizations of all sizes looking to build a reputation. When consumer behaviors change, marketing must change with them. The fully revised and updated edition of Inbound Marketing is a complete guide to attracting, engaging, and delighting customers online.
Internet advertising is a very fast growing area which is providing companies a new channel of communication that can create closer yet more cost effective relationships with customers in sales, marketing and customer support. As consumers' perceptions and attitudes toward Internet advertising are prominent factors affecting their buying behavior, this study has delineated this area for a detailed investigation by examining the relationship between demographics, Internet usage patterns, and attitudes toward Internet advertising. The present study explains comprehensively software professionals' attitudes toward Internet advertising in the light of pros and cons of five different forms of Internet advertisements such as pop-up, banner, e-mail, floating and interstitial. The study considered software professionals as a sample because of their nature of job, high browsing skills, and income. The survey was conducted in India which is at fourth place in Internet users' population. Thus, the results of the study would be useful to online marketers and advertisers in formulating appropriate marketing strategies so as to exploit fully the vast potential of Internet media.