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

  • ID: 2785658
  • Book
  • May 2014
  • Region: Global
  • 368 Pages
  • John Wiley and Sons Ltd
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Praise for The Digital Marketer

“The world of work changes faster than ever. As Larry Weber and Lisa Henderson explain here, ‘Standing still is extraordinarily risky.’ But taking action just to take action is no solution. With so many options at hand, it’s important to think strategically. This book can help marketing professionals see what new tools are out there, what’s working for others, and what might work for them.”
—Reid Hoffman, cofounder and chairman of LinkedIn, and coauthor of the #1 New York Times bestseller The Start–up of You

“On the surface, thinking about how to market successfully in a consumer–centric world sounds simple. But, it’s actually not. There are more marketing channels to consider. There is far more relevant data to analyze. Consumers are less loyal and more fickle than ever. The effects of social media and mobile technologies are everywhere. And, of course, technology is changing at lightning speed. Marketers everywhere need to embrace this new customer–centric world, not ignore it. The ‘digital genie’ isn’t going back into her bottle and neither is the consumer. We are at the beginning of a long, exciting evolution in marketing. Enter The Digital Marketer, Larry Weber and Lisa Leslie Henderson’s new book. It is a must–read guide on how to become a leader in this new world.”
—Linda B. Gridley, President and CEO, Gridley and Company LLC

The Digital Marketer comes at the perfect time, as customers take control of the buying process. At eBay we live this every day, and know how important keeping the customer at the center of our work is. The Digital Marketer is an excellent guide to the new marketing reality!”
—John Donahoe, President and CEO, eBay Inc.

“Weber has a keen understanding of the future of marketing. As the brave new world of digital marketing gets more complicated, and brands need to engage more with their customers—a trusted guide is necessary. The Digital Marketer is that guide.”
—Linda Boff, Executive Director, Global Digital Marketing, GE

“Weber captures the essence of what every marketer needs to know as technology becomes increasingly embedded in our lives in multiple formats from tablets, to embedded devices, all the way down to levels like sensors in traffic lights. The massive amount of resulting data and the ability to process it enables a more sophisticated marketing experience that every marketer needs to be ready for. Are you?”
—Ian Drew, Chief Marketing Officer and EVP, ARM

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Acknowledgments vii

Foreword George F. Colony ix

Introduction xiii

1 The 10 Essential Skills EveryMarketer Needs 1

2 How Organizations Are Adapting to the Customer–Centric Era 47

3 Build a Successful Marketing Career (Hint: Standing Still Is Extraordinarily Risky) 67

4 Design Valuable Customer Experiences 95

5 Find Actionable Insight in Big Data and Marketing Analytics 126

6 Employ Entrepreneurial Thinking for Discernment and Agility 157

7 Create a Content Experience Strategy That Delivers 177

8 Engage Customers via Social Communities 213

9 Maximize Marketing Impact with Converged Media 241

10 Drive Sales with Marketing Automation 266

11 CraftWorthwhile Loyalty and Digital Couponing Programs 283

12 Ignite Customer–Centricity Everywhere 299

Notes 317

Index 345

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Larry Weber
Lisa Leslie Henderson
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