Good marketers know that cusomter centered marketing is mandatory. However, we are not the customer. What the customer perceives as relevant is the thing successful marketers must anticipate, plan, and deliver on. Don’t miss out on learning about this six-sigma marketing approach that can skyrocket the effectiveness of your interactive marketing.
Chapter 1: Dogs, Cats, and Marketing ? WIIFM, old marketing based on Pavlov’s Dogs
Chapter 2: Experiencing the Brand?Using Maslow’s ‘hierarchy of needs’ (diagram below)…
Chapter 3: Friction and Customer Experience ? It’s now the customers choice as to where he gets info from
Chapter 4: Why Marketing Is Simple But Hard ? Relationship is key to m
odern sales
Chapter 5: Marketers Out of Control ? Not up to marketers any more
Chapter 6: Customers in Control ? They buy we don’t sell!!
Chapter 7: How Customers Buy ? Articulate the need, want or problem
Chapter 8: Maintaining Persuasive Momentum ? focus on getting them to take small actions/steps
Chapter 9: Marketing and Sales Collide ? 5 steps
Chapter 10: The Design of Persuasive Systems ? Planned interactions with customers
Chapter 11: A Web of Interactivity ? Brand on line. Most information is sourced on line now
Chapter 12: Brands Cross Channels ? Search engines are living entities which need to be fed
Chapter 13: Insights and Customer Data ? Collect relevant data
Chapter 14: Personalisation or “Persona-lisation” ? Build more customer loyalty, making it more personal
Chapter 15: Introducing Personas ? Big picture emotional needs
Chapter 16: Uncovering the Knowable ? Research your demographics and topography
Chapter 17: Disclosing the Necessary ? Give people the right information, be open to all information
Chapter 18: Mapping Business Topology ? Understand the business characteristics
Chapter 19: The Topology of a Sale ? Focus on need, risk, knowledge and consensus
Chapter 20: The Human Operating System ? Focus on the how, why, who, what and when
Chapter 21: Choosing Personas ? Deciding who you’re dealing with and what are their triggers and mirror your persona to this
Chapter 22: Bringing Personas to Life ? Be human, tell stories and be real
Chapter 23: The Architecture Metaphor ? 3 stages – selling process, buying process and time
Chapter 24: Wireframing as an Interactivity Map ? 3 basic questions – who are we trying to persuade to take action, what is the action we want someone to take, what does the person need to feel confident to take the action
Chapter 25: Architecting a Persuasion Scenario ? Break the selling process down into stages
Chapter 26: Storyboarding and Prototyping the Scenarios ? Getting ready
Chapter 27: Accountable Marketing ? Test and measure
Chapter 28: Persuasion Architecture: A Six-Step Process
- Uncovery
- Wireframing
- Storyboarding
- Prototyping
- Development
- Optimisation
Chapter 29: Celebrating Your Cats’ Meows ? Focus on the positive and celebrate achievements
Book Review courtesy of George Koritsa – ActionCOACH
Building Systems Into your business
