Disruptive marketing
Subtitle: what growth hackers, data punks, and other hybrid thinkers can teach us about navigating the new normal
By: Geoffrey Colon ; foreword by Gemma Craven
Published: 2016
Language: eng
Number of pages: 234
ISBN-13: 9780814437391
Subjects: Branding (Marketing)
Description: Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that's not enough? What if most people ignore company messages? What if consumer engagement never goes further than the "like" button? A sobering reality is hitting marketers. Technology hasn't just reshaped mass media, it's altering behavior as well. And getting through to customers will take some radical rethinking. First step is to toss the linear plan. Next is to strip away conventions, open your mind, and join Disruptive Marketing on a provocative, fast-paced tour of our changing world: Where selling is dead, but ongoing conversation thrives; Where consumers generate the best content about brands; Where people tune out noise and listen to feelings; Where curiosity leads the marketing team; Where growth depends on merging analytics with boundless creativity. Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, this book will propel you out of your comfort zone and into the disruptive mindset you need for future success. -- Provided by publisher.
Notes: Includes bibliographical references and index.
Table of contents: title: Foreword / Gemma Craven, Director of Social & Mobile at McCann; title: Preface; title: Introduction what if?; title: A world without rules; title: The disruptive mindset : create, engage, adapt; title: The disruptive continuum : perpetual change; title: Creative disruption in the anti-organization age; title: Stop hiring MBAs : your business needs "hybrids" to succeed; title: The new personality of marketing success; title: The disruptive marketer's mindset : punk rocker, new parent, soccer player; title: The genius of tinkerers and "temporary" marketers; title: The building blocks of disruptive marketing; title: Content is king : but distribution is queen; title: Social by design and the advent of the post-digital age; title: New rules for the disruptive marketer; title: Rule #1: Always be listening; title: Rule #2: Don't be lured by bright, shiny objects; title: Rule #3: Give back : ethics as the new marketing; title: Epilogue; title: Afterword; title: Appendix; title: Endnotes.