Stickier Marketing: How to Win Customers in a Digital Age

Stickier Marketing: How to Win Customers in a Digital Age

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by Grant Leboff
     
 

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We live in a world where people have become empowered. Consumers can contact companies directly and they can talk to each other with a powerful voice they never had before.

Stickier Marketing takes into account these fundamental changes and provides a new set of rules for effective communications in a world transformed by new technology. It introduces a

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Overview

We live in a world where people have become empowered. Consumers can contact companies directly and they can talk to each other with a powerful voice they never had before.

Stickier Marketing takes into account these fundamental changes and provides a new set of rules for effective communications in a world transformed by new technology. It introduces a new model of customer engagement and asks "not what your marketing can do for you, but what your marketing can do for your customer." Companies have to move away from the old marketing system of shouting messages at people to attracting them by providing value around their product or service - in other words by becoming "sticky" or attractive. Grant Leboff argues that it is not "return on investment" that matters but "return on engagement," not your unique sales point (or USP), but your customer engagement point (your CEP), that will make the difference in today's cluttered marketplace.

Stickier Marketing proves that marketing should now be about value creation if you want to truly engage with your customers. It is only by providing value that you can win the battle for customer attention — stop shouting and start a conversation.

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Editorial Reviews

CHOICE - S.D. Clark
Praise for the previous edition:

"This book affords a detailed examination of the ways in which the world is evolving in the 21st century...Summing Up: Recommended."

Inc. - getAbstract
"[T]houghtfully outlines the new, 'sticky' method of marketing, explaining why 'customer engagement' reigns supreme. [Leboff] lays out the ABCs of 'sticky marketing,' including helpful summaries at the conclusions of each chapter. getAbstract recommends that all marketers give this a thorough read and refer to it often."
Readers' Favorite - Danita Dyess
"[A]n invaluable resource. As you digest Leboff’s concepts, you begin to understand the deeper dynamics rooted in the marketing mantra: 'It’s all about the customer.'"

Product Details

ISBN-13:
9780749471088
Publisher:
Kogan Page, Ltd
Publication date:
02/28/2014
Edition description:
Second Edition
Pages:
272
Product dimensions:
6.00(w) x 9.10(h) x 0.60(d)

Meet the Author

Grant Leboff is the founder of Sticky Marketing Ltd., a consulting firm which advises 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 newspapers including The Financial Times. He is also the author of the book Sales Therapy: Effective Selling for the Small Business Owner.

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Stickier Marketing: How to Win Customers in a Digital Age 5 out of 5 based on 0 ratings. 1 reviews.
ReadersFavorite More than 1 year ago
Reviewed by Danita Dyess for Readers' Favorite “The Web is the biggest revolution in communication since the invention of print,” says Grant Leboff, author of Stickier Marketing: How to Win Customers in a Digital Age. Yesterday’s revered marketing concepts are debunked. For example, marketing efforts have evolved from transactions to engagement, the funnel model (focus on supplier – not the customer) has become obsolete, and a problem approach allows you to understand the value regarding your product or service. He proves that a benefit is just a benefit, explains why your home page should ask three sticky questions, and emphasizes the importance of understanding the customer buying cycle. You will gain an arsenal to promote engagement that is the key to loyal customers and profits.   Stickier Marketing: How to Win Customers in a Digital Age is an invaluable resource. As you digest Leboff’s concepts, you begin to understand the deeper dynamics rooted in the marketing mantra: “It’s all about the customer.” The historical account of the Web was extremely beneficial and necessary to comprehend the transitions that directly affect today’s marketing methods. Grant Leboff, a sales and marketing guru from the U.K., is a fellow of The Institute of Direct and Digital Marketing and has been featured in the Daily Telegraph, Financial Times, etc. He also wrote Sticky Marketing: Why Everything in Marketing has Changed and What to do About It and Sales Therapy: Effective Selling for the Small Business Owner. Stickier Marketing: How to Win Customers in a Digital Age is highly recommended.