The Opt-Out Effect: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty (Hardback)Gerald E. Smith (author)
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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 centsControl opt-out by empowering customers with opt-up, opt-down, and opt-in user preferencesReframe brand strategy as customer-centric, building on radically new assumptions, languages, and beliefs about marketingUse 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 EquityProfitably empower customers to control their messaging, media, channels, offerings, and moreIntegrate your key customer relationship measures in a complete e-driven customer managed marketing framework that helps you clarify your goals, priorities, and performance
Publisher: Pearson Education (US)
Number of pages: 272
Weight: 100 g
Dimensions: 100 x 100 x 100 mm
--Frank P. Bifulco, Jr., Executive Vice President, Global Marketing, Staples, Inc.
"The customers' digital brand experience is here and now and will continue to grow exponentially. Those who want to win over new customers and retain the ones they have need to win in this digital space. The Opt-Out Effect gives great insight and a useful outline on what needs to be done to assist you in being competitive over the upcoming years--or have your customers opt-out of your brand. Your decision--a great thought-provoking read."
--Raymond Mancini, CEO, The Belknap White Group
"The Opt-Out Effect is spot on. The power of today's economy is in the hands of the user. He/She is the arbiter of what's good, what's right, what's valuable. And brands that win today are those that understand this new reality and embrace such truth. Give users what they need to love your brand and empower them to decide. Dr. Gerald Smith's thorough work brings such insight to light in this frenetic, innovation-centric, digitally infused world in which we all live."
--Laura Gentile, Senior Vice President and Founder, espnW
"Not only do today's customers have a seat at the marketing management table, they're rapidly moving toward the head of it. This book is packed with practical insight, frameworks, and tools to help marketers adjust before incurring the costly harm of customer opt-out. Smith offers a path--and the math--toward managing digital customer relationships."
--Sean Burke, Chief Marketing Officer, GE Healthcare-Solutions
"Gerald Smith took a very smart, innovative and courageous approach to analyzing the relationship between brands and today's evolved consumer in The Opt-Out Effect. The modern day marketplace is realizing a significant shift in the power dynamics within the path to purchase and studying this movement through the lens of the consumer offers a pragmatic exploration of this evolution and its impacts. The Opt-Out Effect will change the face of how marketers behave in this new world!"
--Rochelle Webb, Brand Marketer--Apple Inc., Visa Inc., Activision Publishing, Quiksilver Inc., Berkeley Haas School of Business, MBA
"The Opt-Out Effect is one of the few marketing books I've read that uses current market conditions and examples to demonstrate the constantly changing consumer and marketing landscape. A worthwhile read for marketers today."
--Victor Lee, Senior Vice President, Digital Marketing, Hasbro
"Dr. Jerry Smith offers a powerful real-world framework for understanding changing relationships between brands and customers. The implications are eye-opening--sustainable customer loyalty will be earned by those companies that invite customers into the digital brand space: to start conversations, create content, rate experiences, request service, suggest product changes, and countless other interactions. This book is a must-read for marketing professionals to better understand the strategy, tools, and talent required to facilitate this type of customer-driven brand experience."
--Chris Alexander, Senior Vice President and Senior Product Manager, Liberty Mutual Insurance
"Dr. Gerald Smith weaves a compelling narrative that explores the dynamic control that customers are increasingly exhibiting on brands and their marketing strategies. Customers are not willing to compromise on their expectations and are using multiple positive and negative levers through social media and behaviors to acquire best value. This shift in control is compelling marketing organizations to create comprehensive customer-focused strategies--a meaningful response to the evolution of the customer-managed experience. A must-read for brand managers and customer-facing executives."
--Anjli Dudani, Vice President of Global Risk, Policy and Compliance, eBay
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