Based on four years of primary research, this book explains the evolution of the modern consumer and clearly demonstrates why traditional advertising no longer works. Illustrated with an extensive number of examples of advertising campaigns and full of practical tools.
How can you stay relevant for your customers? The answer is a combination of the following three technology, personal involvement and social commitment. The past ten years have been marked by the arrival of 4G, mobile services, and robotics. These technologies have brought about a revolution in the field of customer experience and in the future, this will evolve even further. As a company, you will have to take a more active part in the personal life journey of your customers. This opens up the opportunity to tackle, together with your customer, concrete social world problems, including climate change, mobility, and health care. Customers increasingly seek out companies that do good for both themselves, and the world.
This book will guide you through the new phase of digitalization and help you to develop the mindset you need to keep your company ahead of the game. Only then will you be able to successfully combine the most brilliant digital innovations with the most unique human skills.
In an age when customers have access to vast amounts of data about a company, its product and its competitors, customer experience becomes increasingly important as a sustainable source of competitive advantage. In a recent global market study, 73% of respondents stated that even when a company's digital channels work perfectly, they still want access to a real person. Steven Van Belleghem explores and explains the new digital relationships and offers a strategic guide to combining a business's two most important assets -- its people and its digital strengths. He shows marketing managers, directors and commercial decision makers how to positively transform customers' digital experiences by adding a human touch. He covers the latest issues in digital marketing and CRM including: omnichannel and multichannel experiences, big data and predictive analytics, privacy concerns, and crowdsourcing. Packed with examples from organizations that have successfully transformed their customer relationships, such as Amazon, Toyota, ING, Nike and Starbucks, the book presents a clear model that illustrates how to integrate an "emotional" layer in any digital strategy to achieve consumer engagement and loyalty.
A work aimed at helping organizations become a business in which people are the key driver of growth, and includes case studies of Disney, Kodak, Nokia, Unilever, Zappos and Microsoft.
In this book you will learn in very concrete steps and clear tips on how you can develop a customer-oriented corporate culture.
In recent years, the internet has changed from a static platform into a social platform. This development has had a major impact on the manner in which consumers seek information, communicate and indicate their purchasing intentions. Sadly, however, most
De auteur van De Conversation Manager zet in dit handboek de krijtlijnen uit voor de toekomst van de marketing. Succesvolle marketing speelt in op een veranderende omgeving en luistert naar de wensen en noden van de klant. Adverteren op de traditionele manier werkt niet langer en als marketeer heb je nood aan een duidelijke handleiding om op deze constante verandering in te spelen. In Marketing. De nieuwe principes biedt Steven Van Belleghem precies dit: alles wat je moet weten om als marketeer in te spelen op je consument en dit om te zetten in duurzaam succes voor je merk, bedrijf of organisatie. Een basiswerk dat een theoretisch kader combineert met praktische voorbeelden.
De kracht van de hedendaagse consument: het einde van de traditionele adverteerder - Nieuwe editie
This book looks at how to deal with the changing consumer and the social media as a marketing specialist.
