Adaptive Marketing: Leveraging Real-Time Data to Become a More Competitive and Successful Company - Couverture rigide

Johnston, Norm

Couverture rigide

ISBN 10 : 1137462922 ISBN 13 : 9781137462923

Editeur : Palgrave Macmillan, 2015

A propos du livre

Présentation de l'éditeur

'Adapt or die' is truly the new norm in 21st century marketing: embrace the big data and use it to your company's benefit or else suffer the consequences. In today's Internet Age, one can drown in the overwhelming amount of data available. How do you determine what is useful and what isn't? How do you use data to target the most relevant audience? Knowing the answers to these questions is crucial and will position your company to build on its relationship with consumers while improving its brand. Since 2014, mobile internet users have outnumbered PC users; the convenience and ubiquity of the mobile device has resulted in more internet users while increasing the availability of data for marketers to use. Adaptive Marketing instructs marketers how to use available data as well as social media to connect to consumers, predict their buying habits, and improve products and service. Consider Netflix, which determined from users' habits that projects involving Kevin Spacey were as popular as those directed by David Fincher; herein lies the hit series House of Cards, created by Netflix based on the data derived from this study. The ability to leverage such innovative techniques into success in today's society is a must. This book will give you guidance on adopting the Adaptive Marketing model to ensure you are not only prepared for this new data world, but crushing the competition. This book provides you with real-life examples on how some of the world's most successful companies and brands are driving fundamental changes to the way they approach marketing.

Revue de presse

'Norm Johnston has presciently written the marketing playbook of the next decade. He guides marketers to make their brands more relevant and personal than ever before with the rich data of our increasingly connected world.' -David Kenny, Chairman & CEO, The Weather Company 'This is a wonderfully practical book: an authoritative account of a future that's still racing up on us. Some companies have already used almost-instant data to great commercial effect: Norm Johnston seems to know them all. Other companies have got it badly wrong; and Johnston shows us why. Those who read this book with the care it deserves will be a great deal more likely to form part of the first category than the second.' -Sir Martin Sorrell, CEO, WPP 'Norm has gotten it right. At the heart of Adaptive Marketing are mobile devices that both generate more data/insight than marketers have ever possessed, but also supports the modern marketer to get so much closer to their consumers and consumers' needs in real time. It's a brave new world and explained so clearly here. -Greg Stuart, Global CEO, Mobile Marketing Association, Co-author, What Sticks --Palgrave

Détails de l'édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2015
• ISBN 10: 1137462922
• ISBN 13: 9781137462923
• Reliure: Relié
• Langue: anglais
• Numéro d'édition: 1
• Nombre de pages: 225