Your customers will control your brand relationship. There’s only one way to win: Help them do it!
- Empower your customers to effortlessly and intuitively define the brand relationships that are most comfortable to them
- Manage opt-out, design user preferences, and deploy digital brand assets so they strengthen your digital customer relationships
- Use analytics to build strategies that are customer-centric, not brand-centric
- Gain hands-on mastery of new brand management techniques through case study examples, practical exercises, and proven worksheets and templates
- Copyright 2016
- Dimensions: 6" x 9"
- Pages: 272
- Edition: 1st
- ISBN-10: 0-13-419150-1
- ISBN-13: 978-0-13-419150-8
&>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
Online Sample Chapter
The Age of the Customer
Download the sample pages (includes Chapter 1 and Index)
Table of Contents
About the Author xiii
Chapter 1: The Age of the Customer 1
Chapter 2: The Opt-Out Effect 33
Chapter 3: The New Look of Loyalty 69
Chapter 4: Customer-Managed Experience 119
Chapter 5: Managing Moments of Truth and Opt-Out 163
Chapter 6: The New Brand Manager in the Digital Economy 201