The Future of Content Marketing
Published on 1. August 2014
Book
Hardback
264 pages
978-0-9930211-1-4 (ISBN)
Description
Marketing your business has never been so challenging. So much change, so many new opportunities, especially when it comes to engaging with your customers. Digital has seen to that but the capabilities it has opened up have barely been exploited. The fact is that businesses need to become customer-centric but don't know how. Intelligent Customer Engagement is the 'how'. It is the next natural evolutionary step that businesses will take to commercially market to their audiences. Built on a foundation of existing marketing, communications and technological capabilities, Intelligent Customer Engagement is a pioneering methodology that is already being deployed by businesses that are seeking new ways to transform the engagement they have with their audiences. The authors have written this book as a working manual of how to develop and deploy Intelligent Customer Engagement and readers will benefit from it being continuously supported online through their content hub at www.timihub.com.
Reviews / Votes
Scott and Aly understand through hard experience how to create business value from customer interactions that are individualised, honest and meaningful, and that put the customer's interests first. Crucially they also have a proven ability to make it happen, not just through technology and processes but also through structure, culture and organisational change. For all of us who don't just believe in the possibility of a genuine, mutually satisfying engagement with our customers but are determined to bring this about, this book is simply essential reading - Hugh Wilson, Professor of Strategic Marketing, Cranfield School of Management.More details
Language
English
Place of publication
United Kingdom
Target group
Professional and scholarly
Dimensions
Height: 210 mm
Width: 210 mm
ISBN-13
978-0-9930211-1-4 (9780993021114)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Aly Richards is a recognised authority on technical marketing, having spent twenty years delivering Customer Relationship Management solutions for blue chip companies within telecommunications, and financial services sectors. More recently Aly extended her expertise into the world of content marketing, leading innovative projects that put content marketing platforms at the heart of audience engagement. As the founder and CEO of The Intelligent Marketing Institute, Aly has used her experience to design the technical implementation of Intelligent Customer Engagement and the change required within businesses to adopt ICE. Scott McLean is an ex-journalist and seasoned communications professional, Scott McLean has been at the forefront of developing and delivering audience engagement programmes for a wide range of businesses, from pioneering start-ups to large international businesses. Through his experience, Scott understands the power of content and how businesses need to expand their understanding of audience engagement if they are going to become truly customer-centric. As the co-founder of The Intelligent Marketing Institute, Scott leads the audience consultancy team, working directly with businesses to develop their audience engagement strategies.
Content
Section One - Introducing the challenges businesses face in becoming customer-centric. Section Two - The marketing maturity of businesses today with a focus on audience engagement and content marketing. Section Three - The Intelligent Customer Engagement approach to audience engagement. Section Four - The technical marketing considerations for achieving Intelligent Customer Engagement. Section Five - The business outcomes of Intelligent Customer Engagement.