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Title details for Marketing Above the Noise by Linda J. Popky - Available

Marketing Above the Noise

Achieve Strategic Advantage with Marketing That Matters

by Linda J. Popky
ebook
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Marketing today is out of control. With all the new marketing techniques accessible to the masses, it's becoming harder and harder to stand out from the crowd. The result is more and more messages, hitting us more often in new and more intrusive ways. For customers, it's a lot of noise. Through her work with a wide range of organizations from small companies to professional service providers to Fortune 500 companies, Linda Popky has developed Dynamic Market Leverage(TM), an approach to help cut through the clutter, stand out, and effectively build business. Marketing Above the Noise takes a contrarian approach by not focusing on social media, digital marketing, or other new tactics, and instead helping organizations understand: * The critical upfront work needed to really understand customers, markets and unmet needs * The value of consistent, focused messaging * Why empowering employees to effectively represent the brand is so critical * How to thrive in an age of user-generated content and customer driven marketing * Why it's key not to confuse selling with installing The book introduces the Dynamic Market Leverage Model, which measures marketing clout by looking at eight core marketing disciplines and five additional Leverage Factors that can help an organization focus on key aspects of their marketing function that will provide the most significant return on their marketing investment. Today's businesses need to stop trying to keep pace with the latest and greatest marketing tactics and instead focus on developing those long term strategies that build customer loyalty and convince prospects to buy. Yes, businesses need to be aware of and integrate new media and new approaches, but they need to do it in a way that makes sense for the business. They need to maintain a clear focus above the din of the roaring crowd—above the marketing fray. Most organizations don't have the luxury of being able to start from a clean slate to develop new marketing strategies. They have existing customers, existing channels and relationships, existing ways of doing business. With limited resources, they're not able to integrate every new tactic as it appears and they're not sure how to prioritize all of these options. What's needed is a timeless framework—a way of looking at marketing as tied to both business growth and the building and nurturing of ongoing customer engagement. It's time to move the focus from social media and evangelists, sales and marketing alignment, and the latest hot cloud-based marketing tools, to what really counts: convincing customers to trust you with their business—not just once, but time and time again.

  • Creators

  • Series

    100 Cases

  • Publisher

  • Release date

    November 3, 2016

  • Formats

    • Kindle Book

    • OverDrive Read

      • ISBN: 9781351861410
      • File size: 3953 KB

    • EPUB ebook

      • ISBN: 9781351861410
      • File size: 2440 KB

  • Languages

    • English

  • Reviews

    • Library Journal

      March 1, 2015

      There have been many changes in marketing tools, including Facebook, Twitter, and YouTube. Popky, president of Leverage2Market Associates, writes: "By 2013, Facebook already had well over a billion users.... However, depending on your business, not all of these people (and perhaps just a small subgroup of them) are using their Facebook accounts in the context of your business." The author advocates getting above the "noise" of today's trending marketing tools and tactics and developing "long-term strategies that build customer loyalty and convince prospects to buy." She has created the Dynamic Marketing Leverage Model, which looks at key elements "critical to the success" of serious marketing initiatives and is comprised of eight areas of focus: strategy, products, customers, brand, communication, market analysis, operations, and sales channels. She examines the five momentum factors that move an organization forward: organizational commitment, resources, people, technology, and environment. Throughout the book are case studies illustrating how effective longstanding marketing strategies are used in companies today. Popky advises professionals to develop such strategies, understand the competitive environment, and "use technology to your advantage rather" than "letting technology drive you." Included is a link to an online component that allows readers to take the Dynamic Market Leverage Assessment. VERDICT A practical guide that combines examination of the changing landscape of marketing with its traditional and timeless precepts. Practitioners and students of marketing should find this book to be of great benefit.--Lucy Heckman, St. John's Univ. Lib., Queens, NY

      Copyright 2015 Library Journal, LLC Used with permission.

Formats

  • Kindle Book
  • OverDrive Read
  • EPUB ebook

subjects

Languages

  • English

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