STICKY MARKETING
Why everything in marketing has changed and what to do about it.
Grant Leboff
"Ask not what your marketing can do for you, but what your marketing can do for your customer."
This is the central message at the heart of Sticky Marketing. It is a belief that companies have to move away from the old marketing system of shouting messages at people, to the new paradigm of attracting customers, by becoming "sticky".
Sticky Marketing will introduce you to the new principles and philosophies that companies need in order to succeed today. It will show you:
• Why "Return on Engagement" rather than "Return on investment" is the measure by which successful marketing should be judged. Sticky Marketing will introduce you to a new mechanism, "Customer Engagement Points", by which you can successfully engage with prospects and clients alike
• How engagement happens by not focusing on the products of services your business provides, but rather on the experience you deliver. Sticky Marketing will explain how to turn your business into an experience
• Who generates the marketing messages that matter today. Marketing is no longer about the images companies create, buy the reputation they earn. Sticky Marketing will demonstrate how to manage and enhance your reputation
• What the internet has meant to the way we receive information. People are now less willing to passively watch and accept. Sticky Marketing will show you how to engage and involve your customers
• Which companies are most likely to succeed. It is no longer those who protect their knowledge but rather those that share their expertise and, therefore, draw customers to them. Sticky Marketing will provide the insight to make this model commercially successful
• Where people are and how the context of their situation now really matters. The ubiquity of mobile devices changes our relationship with information. Sticky Marketing will show you how to take advantage of this new paradigm.
Marketing is no longer a means to an end, undertaken simply to shout at people and drive sales. Today, marketing is an end in itself. It is about v value creation. It is only by providing value that companies can win the new battle in marketing.
That battle is for customer attention, and Sticky Marketing can help you to win it.
Why everything in marketing has changed and what to do about it.
Grant Leboff
"Ask not what your marketing can do for you, but what your marketing can do for your customer."
This is the central message at the heart of Sticky Marketing. It is a belief that companies have to move away from the old marketing system of shouting messages at people, to the new paradigm of attracting customers, by becoming "sticky".
Sticky Marketing will introduce you to the new principles and philosophies that companies need in order to succeed today. It will show you:
• Why "Return on Engagement" rather than "Return on investment" is the measure by which successful marketing should be judged. Sticky Marketing will introduce you to a new mechanism, "Customer Engagement Points", by which you can successfully engage with prospects and clients alike
• How engagement happens by not focusing on the products of services your business provides, but rather on the experience you deliver. Sticky Marketing will explain how to turn your business into an experience
• Who generates the marketing messages that matter today. Marketing is no longer about the images companies create, buy the reputation they earn. Sticky Marketing will demonstrate how to manage and enhance your reputation
• What the internet has meant to the way we receive information. People are now less willing to passively watch and accept. Sticky Marketing will show you how to engage and involve your customers
• Which companies are most likely to succeed. It is no longer those who protect their knowledge but rather those that share their expertise and, therefore, draw customers to them. Sticky Marketing will provide the insight to make this model commercially successful
• Where people are and how the context of their situation now really matters. The ubiquity of mobile devices changes our relationship with information. Sticky Marketing will show you how to take advantage of this new paradigm.
Marketing is no longer a means to an end, undertaken simply to shout at people and drive sales. Today, marketing is an end in itself. It is about v value creation. It is only by providing value that companies can win the new battle in marketing.
That battle is for customer attention, and Sticky Marketing can help you to win it.
Contents:
Part 1 • Prologue • What the Sex Pistols taught me about marketing • Part 2 • Setting the scene • Printing press to internet • The development of communication • The limitations of traditional communication channels • The internet’s impact on communication • The internet’s influence on global change • Scarcity to abundance • The abundance of choice and information • The ‘shouting’ lost its value • Where customers now go for information • Transactions to engagement • The limitations of traditional ‘relationship marketing’ • Striving for ‘relationships’ is not enough • Introducing ‘customer engagement’ marketing • From ‘return on investment’ to ‘return on engagement’ • Engaging on your customer’s terms • Becoming a trusted source of information • PART 3: Developing an effective marketing strategy • Benefits to problems • An example of transactional marketing • The alternative approach: providing value around your product or service • The shortcomings of benefit messaging • Ask the right question • Problem Maps • Using Problem Maps as the basis for engagement • Products to experiences • The value is in the experience • Developing the experience • The importance of strategic partnerships • Embracing the idea of providing experiences • Participation • The internet encourages participation • Marketing’s move from tactics to strategy • The changing dynamic between sales and marketing • The role of delivery mechanisms • Unique selling point to customer engagement points • Why the USP will not sell experiences • The journey to customer engagement points • An engagement strategy means becoming attractive • The importance of a ‘narrative’ • Introducing customer engagement points • PART 4: Communicating the message • Messages to conversations • Power to the people • Becoming ‘part of the conversation’ • User-generated content and co-creation • Identifying the ‘influencers’ • The importance of social platforms • Image to reputation • How we all became marketers • Marketing is a conversation • The move to authenticity • Communications in trusted networks and social media • The importance of values • Developing a narrative • Controlling to sharing • The changing nature of competition • The mindset of abundance • The importance of sharing and collaboration • Personalization and the new working environment • Co-creation with customers • A new age of openness • PART 5 : Conclusion • It’s not about you, it’s about the customer • Why old marketing is too company focused for today • The new value in immediacy • The changing nature of segmentation • The power of context • Behavioural targeting • Making use of context on the internet • Social media • Notes • Index
About the Authors:
About the Authors:
Grant Leboff is the Founder of Sticky Marketing Club Ltd, a consultancy that advices clients on sales and marketing strategies, building their brand and positioning it as market leader in their particular sector. A regular speaker at conferences around the world, he is also a contributor to many business magazines and newspaper and has been featured, among others, in the Daily Telegraph, the Independent, and the Financial Times. Grant is also author of the best -selling book Sales Theraphy, published by Wiley.
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