Sticky Marketing : Why Everything in Marketing Has Changed and What to Do About It Grant Leboff

Enhanced descriptions from Syndetics:

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 Marketing takes 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 Marketing proves 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.

Table of contents provided by Syndetics

• List of figures and tables (p. x)
• List of abbreviations (p. xi)
• Praise for Sticky Marketing (p. xii)
• Part 01 Prologue (p. 1)
• What the Sex Pistols taught me about marketing (p. 3)
• Part 02 Setting the scene (p. 7)
• 01 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)
• 02 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)
• 03 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)
• Part 03 Developing an effective marketing strategy (p. 49)
• 04 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)
• 05 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)
• 06 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)
• Part 04 Communicating the message (p. 111)
• 07 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)
• 08 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)
• 09 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)
• Part 05 Conclusion (p. 161)
• 10 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)

Reviews provided by Syndetics

CHOICE Review

In Sticky Marketing, Leboff (founder, Sticky Marketing Club) attempts to transform marketing's greatest concepts to adapt to the ever-changing environment. The rationale is that as technology has changed, so has the essential method needed to market to the target audience. This volume explores both the foundations and new directions of marketing practice. The opening pages offer a brief story to illustrate the concept of sticky marketing. "Shouting messages" to attract attention has lost its effectiveness, because it no longer creates value among the targeted customers. The new focus is on providing value with an attractive product, and engaging customers and emphasizing experiences in order to retain their business. People in today's society gain most of their information from the Internet or from their own personal networks, often knowing what they are seeking from the onset. This book affords a detailed examination of the ways in which the world is evolving in the 21st century. It is best suited as a supplementary resource for college students or as a handbook for business professionals. Summing Up: Recommended. Lower- and upper-division undergraduates and professionals/practitioners. S. D. Clark St. John's University (NY)