Connect: How to Use Data and Experience Marketing to Create Lifetime Customers (Hardcover)

Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important.

Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer.

• Discover the technology and processes that allow marketers to remain relevant
• Craft a personal, relevant, and accessible customer journey that engages the connected customer
• Keep in touch throughout the customer's life cycle, both online and offline
• Link digital goals and metrics to business objectives for a more relevant strategy

Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.

「與新客戶建立連結並跨渠道互動」

「Connect」是一本終極行銷指南，旨在讓行銷人員在新市場中更具相關性、效果更佳且更成功。本書由一群為財富500強品牌服務的行銷專家撰寫，概述了目前行業中正在發生的巨大範式轉變，並提供行銷人員所需的洞察和觀點，以保持競爭力。讀者將找到指導，以達到一個將行銷人員視為不必要困擾的客戶群體，並制定在客戶生命週期的各個接觸點與這些客戶互動的策略。本書的範圍涵蓋數位和現實途徑，討論了新的思維方式以及新的工具和流程，使行銷人員能夠在數位客戶體驗日益重要的新時代中運作。

行銷正在經歷一場與古騰堡印刷術的影響相媲美的革命。客戶掌握著更多選擇和更多的接觸機會，他們拒絕被「推銷」或「管理」。許多行銷專業人員正在尋找新的策略，而贏家明顯已經領先——「Connect」帶讀者進入贏家的世界，學習吸引新消費者的方法。

- 發現讓行銷人員保持相關性的技術和流程
- 打造個人化、相關性高且易於接觸的客戶旅程，吸引連接的客戶
- 在線上和線下的客戶生命週期中保持聯繫
- 將數位目標和指標與業務目標相關聯，制定更相關的策略

聰明的行銷人員已經提升到一個更高的層次，既實現業務目標，同時增加對客戶的相關性。「Connect」為讀者提供了一個實現這種新方法的路線圖，以及使其運作的工具。