- ISBN: 9781118760833 | 1118760832
- Cover: Hardcover
- Copyright: 4/21/2014
Marketing has been transformed in the last 5 years by a portfolio of powerful new digital tools and practices. The tools and trends are powerful, but complex and overwhelming to many marketers. This book explains how to make sense of it all: Big data, social communities, marketing automation, software integration, ubiquitous mobile and tablet technology, location-based services, design thinking, digital loyalty programs, rich content, blending new and traditional media, marketing attribution analysis, and more. These trends and tools are drawing businesses and consumers closer together, mashing up long-held marketing and advertising roles, and transforming a formerly passive and transaction-oriented customer relationship into a participatory engagement that is meaningful, productive, and profitable for both sides. This book explains the brave new world of digital marketing and how to achieve exceptional customer engagement, improved targeting and positioning, and essential innovation faster than your competition.