SPIKE your brand ROI : how to maximize reputation and get results /
According to CMO.com, we are exposed to more than 5,000 brand messages each day. Marketers call this "creating engagement," and each comment, share, or re-tweet is supposed to be a win. But is this deluge of content really working to shift perception, change behavior, or sell products? Ade...
Clasificación: | Libro Electrónico |
---|---|
Autor principal: | |
Formato: | Electrónico eBook |
Idioma: | Inglés |
Publicado: |
San Francisco, CA :
Jossey-Bass, a Wiley brand,
[2015]
|
Colección: | ASAE-Wiley series.
|
Temas: | |
Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Sumario: | According to CMO.com, we are exposed to more than 5,000 brand messages each day. Marketers call this "creating engagement," and each comment, share, or re-tweet is supposed to be a win. But is this deluge of content really working to shift perception, change behavior, or sell products? Adele Cehrs shares her strategy for effective engagement: it's all about timing. This book will teach you how to recognize, anticipate, or even create a SPIKE - a Sudden Point of Interest that Kick-starts Exposure. You will learn to recognize brand patterns that are driven by audience interests and outside events; focus your energy, resources, and money when your brand is top-of-mind; decrease your marketing spend while increasing your bottom-line benefits; maximize benefits or mitigate damage by anticipating when your company, association, or nonprofit is going to be in the spotlight; retool traditional word-of-mouth initiatives for optimum results. -- |
---|---|
Descripción Física: | 1 online resource |
Bibliografía: | Includes bibliographical references and index. |
ISBN: | 9781119245803 111924580X 9781118976685 1118976681 9781118976678 1118976673 |