In a noisy, fast-paced marketing world, customer insight holds the key to creating memorable, purpose-driven marketing. This book shows precisely how customer insights can be used to build a marketing mission with purpose.
Customer Insight Strategies outlines the critical role of customer insight and provides techniques and strategies that will help marketers identify trends, nurture leads and understand consumers - ultimately, empowering them to grow profits. The strategies are explained in a straightforward, jargon-free manner, and can be applied to a huge range of marketing challenges, regardless of time, budget or organizational size.
Customer Insight Strategies discusses many of the core methods through which customer insight can be gleaned, providing easy-to-follow guidelines for applying them to everyday marketing practice. Covering topics such as customer segments, marketing to personas and lead generation, it contains global case studies from organizations including Cisco, NTT, Refinitiv and The Co-op as well as interviews with leading business professionals sharing their thoughts on using customer insights to grow profits. Written by a highly respected thought-leader and industry influencer, this book will help any professional create truly powerful marketing.
eBook - ePub
Customer Insight Strategies
How to Understand Your Audience and Create Remarkable Marketing
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Customer Insight Strategies
How to Understand Your Audience and Create Remarkable Marketing
About this book
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Information
Index
#DigitalDetox 179
4Ps of Marketing Technology 188–91, 192, 204
people 188
plan 188
platforms 189–91
process 189
6sense 130
12 Powers of a Marketing Leader, The 163
account-based marketing (ABM) 84, 104, 210–16
at different budgets 98–101, 212
General Data Protection Regulation (GDPR) 126
getting it wrong 212
one-to-few ABM 84, 211
one-to-many ABM 84, 212
one-to-one ABM 84, 211
Practitioner’s Guide to Account-Based Marketing, A 104
ServiceNow 213–16
actionable insights 13–15
attributes of 14–15
types of 14
Adobe 151, 165, 187
Adobe Analytics 196, 197, 198
Adobe Audience Manager 196, 198
Adobe Experience Manager 197, 199
Adobe Sensei 202, 203
Adobe Target 199
see also Refinitiv
AdvertOne Inc 177, 216
advocate marketing 19
Ahref 138
Albert AI 202
Alchemy 208
Alliant Energy 16
AltaPay 59, 69, 70, 71, 72, 73
Amazon 216
Amazon Web Services 187, 202, 203
customer reviews 37
recommendations 153, 156, 162
walled-garden approach 195
Andrienko, Olga 23
Angie’s List 37
anonymized data 217
‘Another Way’ 50
answerthepublic.com 138
anxiety 8
Apple 48
artificial intelligence (AI) 25, 31, 45, 199–203
in account-based marketing (ABM) 84
AI Scorecard for Success 200–01
for automation 44
and creativity 153
data analysis 14
deep fakes 179
drawbacks 102, 223
human-aided AI 124
impact of...
Table of contents
- About the author
- Interviewees
- Acknowledgements
- Prologue: Break free of your comfort zone
- 01 An introduction to customer insights
- 02 Why customer insights matter and how you generate them
- 03 Creating a mission statement with purpose and a value proposition that matters to customers
- 04 Using insights to support a brand strategy
- 05 Using insights to create and apply customer segments and personas
- 06 Using insights for thought leadership and content marketing
- 07 Using insights for customer acquisition
- 08 Using insights to develop and retain customers
- 09 More insightful social media
- 10 Technology to help
- 11 Implications for practitioners
- Index
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Yes, you can access Customer Insight Strategies by Christine Bailey in PDF and/or ePUB format, as well as other popular books in Business & Consumer Behaviour. We have over 1.5 million books available in our catalogue for you to explore.