Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership

Overview

Throughout the history of advertising and marketing,communicating with consumers has been a one-way street. Marketersproduced and disseminated messages and customers consumed themwhether they liked them or not. Today, every person sees thousandsof advertisements a day—and totally ignores the vast majorityof them. Yet, companies still spend billions of dollars each yearyelling at customers who don't want to hear it.

In this follow-up to his bestselling book, Life After ...

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Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership

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Overview

Throughout the history of advertising and marketing,communicating with consumers has been a one-way street. Marketersproduced and disseminated messages and customers consumed themwhether they liked them or not. Today, every person sees thousandsof advertisements a day—and totally ignores the vast majorityof them. Yet, companies still spend billions of dollars each yearyelling at customers who don't want to hear it.

In this follow-up to his bestselling book, Life After the30-Second Spot, author Joseph Jaffe explains how marketers mustadapt to the brave new world of the Internet, social media andnetworking, consumer-generated content, blogs, and podcasts byjoining the rich, deep, and meaningful customer conversationsalready in progress.

Consumers today are active participants in the advertisingprocess, not silent targets and sitting ducks for one-waycommunication. Forget about the medium being the message; today,consumers are both the medium and the message. The future is brightfor organizations that can join the ongoing dialog and leveragetheir customer relationships to build win-win situations forbusinesses, brands, and individuals. Through the power ofcommunity, dialog, and partnership, marketers finally have thepower to talk with consumers rather than at them.

Traditional marketing is a red flag smart consumers can see froma mile away; an outdated idea lurching toward them with the samepredictable exhortations and tired come-ons. They've had enough,and it's time to change the dynamic. When marketing is aconversation, marketers can get to know their consumers asindividuals, not as silent members of a faceless demographicsubsection. Join the Conversation uses real-world brands andcompanies, real case studies, and real conversations to reveal howto talk to customers—and how to get them talking aboutyou.

It's time for marketing and marketers to become more meaningfuland authentic, or they will both become obsolete. Totally practicaland brilliantly revolutionary, Join the Conversation reveals thefuture of marketing and how you and your company can march boldlyinto it.

Join the conversation today at www.jointheconversation.us orthrough Jaffe's daily blog and podcast, Jaffe Juice(www.jaffejuice.com).

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Editorial Reviews

From the Publisher
“The long and short of it is that the book is excellent…Jaffe deserves a place in Marketing history for this.” (SlightlyRoughAroundtheEdges.Wordpress.com, Tuesday 25th February 2008)

“In a series of case studies, Jaffe shows you how to bring your brand up to speed.” (Fin Week, Thursday 3rd April 2008)

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Product Details

  • ISBN-13: 9780470137321
  • Publisher: Wiley
  • Publication date: 10/19/2007
  • Edition number: 1
  • Pages: 320
  • Product dimensions: 6.34 (w) x 9.25 (h) x 1.17 (d)

Meet the Author

Joseph Jaffe is President and founder of crayon, LLC. crayon isa new marketing innovation company specializing in interrupting thestatus quo, joining the conversation, and effectingtransformational change through well-structured experimentation,using a bold mix of alternatives to traditional advertising(www.crayonville.com). Prior to crayon, he was president andfounder of Jaffe, LLC, and director of Interactive MediaatTBWA/Chiat/Day and OMD USA. His clients have included The Coca-ColaCompany, American Airlines, Starwood Hotels, Procter & Gamble,Kmart, Absolut Vodka, and Google. He is currently a Senior Fellowat the Center for the Digital Future at the USC AnnenbergSchool.

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Table of Contents

Chapter 1. Talking "At" vs. Talking "With".

Chapter 2. The many-to-many model.

Chapter 3. Can Marketing be a Conversation?

Chapter 4. The birth of generation "i".

Chapter 5. The Rise of the Prosumer.

Chapter 6. The new consumerism.

Chapter 7. The 6 Cs; 3 phases of conversation.

Chapter 8. The content-conversation relationship.

Chapter 9. What your future holds for conversation?

Chapter 10. Why are you so afraid of conversation?

Chapter 11. The 10 tenets of good conversation.

Chapter 12. The 5 Ways you can "Join the Conversation".

Chapter 13. When conversation isn't conversation at all.

Chapter 14. Where does conversation fit in?

Chapter 15. Conversation through Community.

Chapter 16. Conversation through Dialogue.

Chapter 17. Conversation through Partnership.

Chapter 18. Getting started...the Manifesto forExperimentation.

Chapter 19. Does conversation actually work?

Chapter 20. Do you speak conversation? Take the test.

Index.

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