The Digital Marketer: Ten New Skills You Must Learn To Stay Relevant And Customer-Centric book review by Gloria Buono-Daly GBDaly Smile Rating - 5 smiles Up )))))

“Customers will take power from institutions (especially companies) through their access to precise pricing, social voice and ability to buy anything, from anywhere, from anyone, at any time... In the future, all companies will be software companies. To stay relevant in the age of the customer, marketing leaders must be able to adapt to – and exploit – the four market imperatives that are driving the rise of the empowered customer…" ~~ George Forrester Colony, Chairman and CEO, Forrester Research, Inc., www.forrester.com, excerpt taken from Foreward, page xi, The Digital Marketer #TheDigitalMarketer

The world of digital marketing and communications technology has quickly altered the digital landscape and ecosystem particularly in the past 5 years.

According to many sources including a Harris Interactive Customer Experience Impact Report conducted by Oracle, internet globalization has been providing unlimited choices for consumers who now run the show.

An estimated 86% of consumers quit doing business with a company due to bad customer experiences; This is an increase of 46% (or +27 percentage points) from 59% four years ago. (Photo above left, Opte Project visualization of Internet Globalization routing paths courtesy Wikimedia)

The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric by Larry Weber and Lisa Leslie Henderson share their expertise and decades of experiences to clarify and describe how modern communications technology is changing consumer behavior and creating shifts in marketing concepts, practice and careers. (Photo below right courtesy of FreeDigitalPhotos.)

Although marketing objectives have remained the same for decades –- i.e., increasing customer acquisitions and retention -- the methods and technologies of achieving consumer growth have changed phenomenally as big data coupled with evolving technologies and consumer platforms continue to enhance the experiences, participation and voices of consumers.

The Digital Marketer includes the top latest trends and technologies that all marketers need to know so as to effectively plan, implement and succeed as well as various aspects pertaining to the preparedness and anticipation for constant disruption. I've already incorporated many of insightful tips throughout the book. You too can be inspired and motivated to do the same by reading The Digital Marketer by Larry Weber and Lisa Leslie Henderson.

THE FIRST OF TEN SKILLS: BUILD A SUCCESSFUL MARKETING CAREER

The first of ten skills-sets in The Digital Marketer explains the importance of you – what I refer to as reinventing the "reinventing yourself" concept. Weber and Henderson also discuss “Me.com” (being more than your brand and your presence for various social environments) and the importance of being your "own human resources manager," wearing your many hats, understanding your potential, skill-sets, and your drive for self-improvement.

Taking charge of your own career, being your own small business entity and resourcefulness are crucial before any marketing contribution you make can be successful and have impact. Sitting still and waiting for marketing things to happen in our new world of “customer-centric” marketing, is the riskiest thing a marketer can do. (Photo below left human head with #socialnetwork symbols, courtesy FreeDigitalPhotos.)

The authors explain how “Know Thyself” is knowing your story, your self awareness and stressing the importance of social media with concrete examples such as posting an “About Me” board on #Pinterest, taking advantage of #LinkedIn, #Facebook, and many other relevant #digital #socialNetworking. Valuable tips include hashtags to explore -- #personalbranding, #career, #careeradvice, #startYOU.

THE NEW CUSTOMER-CENTRIC REPLACES THE OLD MEDIA-CENTRIC

The Digital Marketer helps marketers understand why and how the usual PR hype and brand loyalty paradigms are no longer enough to engage customers. The new customer-centric world is filled with opinionated, social and digitally savvy consumers. Along with the ever-changing marketing trends and evolving technologies, many factors impact customer experience from search, digital to instore retail, ecommerce and many other customer experiences. The more digital marketers understand and meet their customer's needs, the more relevant user experiences and potential participation. (Photo right courtesy of FreeDigitalPhotos.)

Consequently, an entirely new style of marketing has emerged. Big data, digital communications and many other marketing trends continue to dominate the new world of consumer-centric relevancy. The Digital Marketer delineates how marketing has evolved exponentially in only 5 years, and describes how it will continue to evolve as new technologies breed constant disruption.

SHARING INSIGHTS AND USING REAL CASE STUDIES

Digital marketing is a complex field and involves hundreds to thousands of technologies and tools that are constantly evolving to connect marketers with informed and vocal consumers. The latest digital marketing changes not only bring unprecedented challenges for creating experiences that are more personal and meaningful for customers but also bring constructive, exciting and fulfilling marketing careers like no other profession.

The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, by Larry Weber and Lisa Leslie Henderson is a must read for entry to senior level marketers as well as future generation marketers. The authors share their decades of experiences and use intriguing case studies that include pertinent thought processes that help marketers understand the intricacies of the many changing technologies as well as the complex marketing and customer engagement platforms.

“The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric,” by Larry Weber and Lisa Leslie Henderson explains the importance of the latest technologies and trends including big data, digital loyalty, predictive analytics, and many others that are used in today’s digital marketing arena. (photo right courtesy of FreeDigitalPhotos)



“The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric,” by Larry Weber and Lisa Leslie Henderson would also be a great read for digital analysts, social media managers, and anyone interested in learning about the world of digital marketing. Gloria Buono-Daly smile rating, 5 smiles up ))))).


GBDaly Smile Rating -
5 Smiles Up ))))) (c) 2014

If you want to want to learn the importance of relevancy, customer-focused marketing trends and skills needed to stay on top, as well as understand the reality of constant disruptions, you need to read The Digital Marketer: Ten New Skills You Must Learn To Stay Relevant and Customer-Centric" by Larry Weber and Lisa Leslie Henderson. The book is on sale at bookstores everywhere.
(photo right courtesy of FreeDigitalPhotos)

RESOURCES:
    ▓ █
    ♦  When It Comes To Data-Driven Insights, Marketers Flunk The Customer-Centricity Test, CMO by Adobe
    ▓ █
    ♦  The Digital Marketer published by Wiley
    ▓ █
    ♦  6 customer experience statistics – and the performance implications for your business , Business Insider
    ▓ █
    ♦  Customer Centricity , DSI (Decision Strategies International)
    ▓ █ 9 Must-Know Stats for the Customer-Centric Marketer , SalesForce Pardot Blog by Jenna Hanington
    ▓ █ The State of Social Marketers , socialbakers.com
    ▓ █ DreamFireInteractive Industry Insights
    ▓ █ 30 Stats Every Q&A and Training Professional Should Know, qatc.org,

Please check out all the links in the resource section above and share this on your LinkedIn, Facebook, Twitter, and other social media networks you enjoy! Thanks!

Photos courtesy of The Digital Marketer authors and Wiley & Sons, Inc., unless otherwise mentioned.


Visiting this blog frequently and sharing this with your social media and professional network is much appreciated. Thanks.
GBDaly exclusive "Smile Rating" (c) 2013 created and conceptualized by Gloria Buono Daly. .

AUTHOR INFORMATION:

LARRY WEBER
@TheLarryWeber (Boston, MA), is Chairman and CEO of Racepoint Global (@RacepointGlobal), an advanced marketing services agency.

He is the founder of Weber Shandwick and MITX, the world’s largest Internet marketing association, and the author of four previous books on marketing, technology, and leadership. www.racepointglobal.com

LISA LESLIE HENDERSON @ljlhendo (Boston, MA), writes, teaches, and consults on the changing face of marketing, creativity and innovation, and social entrepreneurship.
This is the second book upon which she has collaborated with Larry Weber. www.lisalesliehenderson.com

The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers book review by Gloria Buono-Daly GBDaly Smile Rating - 5 smiles Up )))))

“At the moment (long after the proposal) the ads I’m currently being targeting with seem to be a little more accurate. Particularly on Facebook, where I’m no longer treated to engagement ring ads. I’m now privy to ads about hiring suits, booking wedding venues and going on honeymoon..." ~~ Christopher Ratcliff, on his retargeting experience, eConsultancy blog What is retargeting and why do you need it? Christopher's primary interests include social media, online video, digital music, content marketing, Stanley Kubrick, LEGO and being rubbish at karaoke. In his spare time he runs his own music website called Popdin.co.uk

Although more and more consumers purchase online, the statistic of 3% website conversion rates have remained constant virtually all over the internet over the past 8 years.

The internet population worldwide has more than doubled in the past 8 years (2005 – 2013 -- 1.04 billion to 2.79 billion) and 77% of that growth comes from users in the developed world (Source: International Telecommunications Union ). (Photo above left, courtesy of FreeDigitalPhotos.)

WHY DO 97% (or so) OF VISITORS LEAVE A WEBSITE WITHOUT CONVERTING OR PURCHASING?

There are many reasons why visitors quickly navigate away from websites: Be it annoying sounds, distracting pop-ups and interstitial ads, to bad navigation, too many clicks, poor grammar, typos and overall horrific design quality. LiveAdmins.com reports that “94-97% of website visitors leave a website within two minutes and completely forget about it once they leave.”

All the more reason why digital marketers need retargeting and why retargeting has acquired phenomenal momentum in such a short time. However, I highly recommend any website issues be corrected before implementing a retargeting campaign. You wouldn't want to remind one-time visitors why they've left your site in the first place, would you?

"The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers," authors and industry “insighters” Adam Berke, Greg Fulton, and Lauren Vaccarello explain the importance of retargeting and how if implemented effectively, can increase conversions and sales. (Photos above right and below left, courtesy of FreeDigitalPhotos.)

The authors’ findings are from their decades of experiences and from their expert deep analyses of thousands of retargeting campaigns and case studies. They share a wealth of helpful tips and expertise throughout.

WHAT IS RETARGETING?

Without getting too technical, retargeting works by tracking the 97% of website visitors who leave without converting and then redisplays tailored “retargeting ads” as they visit other online sites (anonymous cookie visitors with a tracking tag ring a bell?).

WHAT MAKES RETARGETING SO EFECTIVE?

The reason why retargeting is so effective is that it keeps your brand at the forefront of all those 97% or so that left your website during their initial visit. Retargeting ads bring about brand recognition even though they left your site. Retargeting does all the work and in best practice.

With the right skills and implementation, retargeting has the potential to increase impressions, sales and conversions for all digital marketing channels. There are various retargeting platforms to choose from.

Retargeting saves tremendous amounts of campaign dollars and provides digital marketers with unlimited autonomy. Retargeting also works with many leading ad networks including AdX, Facebook, Google Display Network, etc.

RETARGETING IS THE BIG NEW HYPE

Retargeting is the latest technology for strategizing and is growing at a phenomenal rate. Retargeting has quickly become the best platform for connecting lost website visitors as they visit other websites. According to a recent article by Convince & Convert, “20 percent of marketers now have a dedicated retargeting budget.” Retargeting has room for all size budgets and various options for controlling your budget spending and strategizing.

“The Retargeting Playbook" teaches the ins and outs of everything you will need to know from early preparation, research, as well as how to set up a campaign initially, monitor, budget, gage, analyze results, etc.

“The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers," by Adam Berke, Greg Fulton, and Lauren Vaccarello is a must-read for all media buyers, digital agencies, in-house marketing managers, ecommerce managers and comes highly recommended. Gloria Buono-Daly smile rating, 5 smiles up  ))))).


GBDaly Smile Rating -
5 Smiles Up ))))) (c) 2014

If you need to integrate marketing campaigns and want to connect with the 97% or so visitors who've left your site without purchasing or subscribing, you need to read The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers by Adam Berke, Greg Fulton, and Lauren Vaccarello. The book is on sale at bookstores everywhere.
(Photo above right courtesy of FreeDigitalPhotos.)

RESOURCES:
    ▓ █
    ♦  ADRoll on Retargeting
    ▓ █
    ♦  Adam Berke, Gretory Fulton, Lauren Vaccarello authors of The Retargeting Playbook:, Wiley.com
    ▓ █
    ♦  New "Retargeting Playbook" Arms Marketers With Best Practices, ClickZ article
    ▓ █
    ♦  The Retargeting Playbook published by Wiley
    ▓ █
    ♦  Retargeting: 5 New Statistics That May Surprise You , Convince & Convert
    ▓ █ What is retargeting and why do you need it? , Econsultancy Blog by Chris Ratclif

Please check out all the links in the resource section above and share this on your LinkedIn, Facebook, Twitter, and other social media networks you enjoy! Thanks!

Photos courtesy of The Retargeting Playbook authors and Wiley & Sons, Inc., unless otherwise mentioned.


Visiting this blog frequently and sharing this with your social media and professional network is much appreciated. Thanks.
GBDaly exclusive "Smile Rating" (c) 2013 created and conceptualized by Gloria Buono Daly. .

AUTHOR BIOS:

ADAM BERKE (@adamberke) is an online advertising industry expert and President of AdRoll. He is part of AdRoll’s founding team and is passionate about performance, advertising, and marketing analytics. Adam is a guest author for ClickZ and AdExchanger, as well as a frequent speaker at industry events such as SES, SMX, OMMA, South by Southwest and ad:tech. Prior to AdRoll, Adam helped to launch the CPL network at Aptimus, a publicly-traded ad network acquired by the Apollo Group. Outside of work, Adam is an avid surfer, kiteboarder, and barefoot runner. He lives in San Francisco.

GREGORY FULTON (@gregfulton) creates cutting-edge display products that are simple, scalable and effective as AdRoll’s Head of Product. During AdRoll’s earlier days, Greg was tasked with building an advertising operations department able to service thousands of advertisers. In doing so, he gained intimate knowledge about what truly successful retargeting campaigns can do for clients. Prior to AdRoll, Greg managed marketing communications at TechTribe, a career networking portal. Greg lives in San Francisco and has three passions outside of online advertising: surfing, mountain biking, and skiing.

LAUREN VACCARELLO (@laurenv) is a digital marketing thought leader, author, and AdRoll’s Vice President of Marketing. Well-versed in running both online and offline marketing campaigns, Lauren also coauthored the highly-regarded book Complete B2B Online Marketing. Prior to AdRoll, Lauren led online marketing at Salesforce, the market and technology leader in enterprise cloud computing. She was a member of the Google Tech Advisory Council and is a popular speaker at industry events such as ad:tech, South by Southwest, ClickZ Live, eMetrics and the Online Marketing Summit. She lives in San Francisco and enjoys boxing, pilates, and swordfighting.