It’s here: The Digital Marketer: 10 New Skills You Must Learn to Stay Relevant and Customer-Centric! Over the course of the last year, my coauthor, Larry Weber, and I have thought a lot about today’s marketing landscape, where it is likely to be headed, and the skills marketers will need to be successful both now and in the future. We have consulted with people who work at companies involved in all aspects of marketing to gain their insight and hear their stories. Finally, we have shaped those ideas into a book, which we are confident will both inspire and encourage marketers at all stages of their careers.
The Digital Marketer explains the latest tools and trends used in today’s marketing initiatives and how they work together to generate remarkable customer experience— the primary source of differentiation for organizations going forward. These new tools and strategies include: Contextualized customer experiences. Converged media strategies. Big data and advanced analytics. Marketing automation. Native advertising. Snap chat and Pinterest and WeChat. Customer Journey Analysis. Design Thinking. Marketing Agility. A/B Testing and Dynamic Optimization. Digital Loyalty Programs. Gated Customer Communities. iBeacon and near-field communications technology. And much, much more. Marketers that know how and when to apply various combinations of tools in this expanded toolkit will be able to create personal, meaningful, and profitable customer interactions.
Please enjoy The Digital Marketer (order your copy here) and our regular blog posts that will explore new developments in the field (available here and at http://thedigitalmarketer.racepointglobal.com). We invite you to engage with us directly on Twitter at #TheDigitalMarketer and to follow us at @thelarryweber and @ljlhendo.
Educators can request review copies and access supplementary classroom materials here.
Praise for The Digital Marketer:
“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,” explains Linda Boff, Executive Director, Global Digital Marketing at GE. “The Digital Marketer is that guide.”
“The world of work changes faster than ever. As Larry Weber and Lisa Leslie 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.
“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 guid to the new marketing reality!” – John Donahoe, President and CEO, eBay Inc.
“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 lightening 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 Gridley, President and CEO, Gridley and Company LLC