The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric

  • 5h 43m
  • Larry Weber, Lisa Leslie Henderson
  • John Wiley & Sons (US)
  • 2014

Big data. Digital loyalty programs. Predictive analytics. Contextualized content. Are you ready?

These are just a few of the newest trends in digital marketing that are part of our everyday world. In The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, digital marketing guru Larry Weber and business writer and consultant Lisa Leslie Henderson explain the latest digital tools and trends used in today's marketing initiatives. The Digital Marketer explains:

  • The ins and outs of this brave new world of digital marketing
  • The specific techniques needed to achieve high customer engagement
  • The modern innovations that help you outperform the competition
  • The best targeting and positioning practices for today's digital era
  • How customer insights derived from big and small data and analytics, combined with software, design, and creativity can create the customer experience differential

With the authors' decades of combined experience filling its pages, The Digital Marketer gives every marketer the tools they need to reinvent their marketing function and business practices. It helps businesses learn to adapt to a customer-centric era and teaches specific techniques for engaging customers effectively through technology. The book is an essential read for businesses of all sizes wanting to learn how to engage with customers in meaningful, profitable, and mutually beneficial ways.

About the Authors

Larry Weber (Boston, MA) is Chairman and CEO of Racepoint Global, an advanced marketing services agency. He is the founder of Weber Shandwick and MITX, the world’s largest Internet marketing association, and the author of four previous books on marketing, technology, and leadership.

Lisa Leslie Henderson (Boston, MA) writes, teaches, and consults on the changing face of marketing, creativity and innovation, and social entrepreneurship. This is the second book upon which she has collaborated with Larry Weber.

In this Book

  • Foreword
  • Introduction
  • The 10 Essential Skills Every Marketer Needs
  • How Organizations are Adapting to the Customer-Centric Era
  • Build a Successful Marketing Career (Hint—Standing Still is Extraordinarily Risky)
  • Design Valuable Customer Experiences
  • Find Actionable Insight in Big Data and Marketing Analytics
  • Employ Entrepreneurial Thinking for Discernment and Agility
  • Create a Content Experience Strategy That Delivers
  • Engage Customers via Social Communities
  • Maximize Marketing Impact with Converged Media
  • Drive Sales with Marketing Automation
  • Craft Worthwhile Loyalty and Digital Couponing Programs
  • Ignite Customer-Centricity Everywhere
  • Notes
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