Digital relevance
Subtitle: developing marketing content and strategies that drive results
By: Ardath Albee
Publisher: Palgrave Macmillan
Published: 2015
Language: eng
Number of pages: 240
ISBN-13: 9781137452801
Subjects: Computer network resources; Marketing; Selling; Customer relations; Strategic planning
Description: "Pushing out content in the digital world is no longer enough... the content you create must have meaning and relevance for your intended audience. Unfortunately this is not always the case with most companies. With complex sales cycles often extending into years, maintaining long-term relevance requires both strategic planning and dynamic adaptability. Digital Relevance provides the techniques and advice marketers need to match content to context and respond to constantly shifting markets. Author Ardath Albee supplies the necessary tools for looking beyond the outdated campaign approach of one-off, unrelated buyer interactions. She outlines clear-cut strategies for developing customer-oriented communications, identifying the distinct value that differentiates your company, and making the shift from singular communications to a continuum approach. Digital Relevance also provides insights for ensuring that data and metrics are used to relate programs to the achievement of business objectives. Through engaging case studies Albee shows marketers how to create brand stories that can be used over time in order to ensure continued relevance, engagement and progression toward buying. Adapting to a continuum approach, observes Albee, takes a shift in mindset and reinforcement to ensure it becomes a natural part of approaching marketing strategy. Digital Relevance responds by offering practical solutions for organically integrating this important method into your approach. Albee's 'Relevance Maturity Matrix' will help you understand the levels of transition and what it takes to move from one level to the next. The reality of continuous change means that even if you reach mastery today, you'll have to stay on your toes to keep it. That's exactly what Digital Relevance prepares you to do"--

"Relevance and context must be understood to serve as the foundation for dynamic marketing in real-time environments. With sales cycles for complex sales often extending into years, maintaining relevance over the longer term requires strategic planning that's continually refreshed to account for market shifts and other developments. What's relevant today may not even catch attention next week or next month. This is true for customer retention and the development of company advocates across the entire customer lifecycle, as well. Becoming strategic is a mindset that takes the big picture into account based on the impact marketing programs can make to business objectives. Radical relevance requires that marketers look beyond the campaign approach of one-off, unrelated interactions with buyers to a continuum approach that builds a story--positioning their companies as the perfect experts their buyers need"--
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction; title: PART I: STRATEGY; title: BUILDING THE FOUNDATION; title: Section 1: Relevance; title: The Frame for Engagement; title: 1. Irrelevance; title: 2. Shifting Relevance; title: 3. Social Relevance; title: 4. Radical Relevance; title: Section 2: Positioning for Competitive Advantage; title: 5. Distinct Value Brings Differentiation; title: 6. Personas: Distinct Value in Application; title: 7. The Big-Picture Business Perspective; title: 8. Customer Experience Brings Competitive Advantage; title: Section 3: The Need for a Continuum Approach; title: 9. A Continuum Fuels Real-Time Relevance; title: 10. Creating a Continuum Approach; title: 11. Moving from Campaign to Continuum; title: 12. Get More Value From Investments in Content; title: Section 4: Storytelling: Make Your Customer the Hero; title: 13. Our Brains on Stories; title: Why Stories Work; title: 14. The Strategic Value of Storytelling; title: 15. Story Structure; title: 8 Elements of Story Design; title: 16. Contextualization and Channel Integration; title: PART II: DYNAMIC EXECUTION; title: PUT STRATEGY IN PLAY; title: Section 5: Responsiveness; title: Your Ability to Sync Up; title: 17. The Reactive State; title: 18. The Proactive State; title: 19. The Perceptive State; title: 20. The Dynamic State; title: Section 6: Contextual Connections: The Art of Getting Personal; title: 21. Engaging Diverse Audiences; title: 22. Establishing Relevance Across Channels; title: 23. Goals; title: Merging Yours with Theirs; title: 24. Audience Overlays; title: 25. Marketing-to-Sales Relationship Architecture; title: 26. Social Advocacy; title: Section 7: Proving Performance: Science, Not Fluff; title: 27. Data and Analytics for Business Results; title: 28. Relevance KPIs; title: 29. Moving the Needle; title: Lead Scoring and Progression; title: 30. Empowering Sales with Content; title: Conclusion; title: Appendix; title: About the Author; title: Acknowledgements.