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The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric
Big data. Digital loyalty programs. Predictive analytics. Contextualized content. Are you ready? These are just a few of the newest trends in digital marketing that are part of our everyday world. In The Digital Ten New Skills You Must Learn to Stay Relevant and Customer-Centric , digital marketing guru Larry Weber and business writer and consultant Lisa Leslie Henderson explain the latest digital tools and trends used in today's marketing initiatives. The Digital Marketer With the authors' decades of combined experience filling its pages, The Digital Marketer gives every marketer the tools they need to reinvent their marketing function and business practices. It helps businesses learn to adapt to a customer-centric era and teaches specific techniques for engaging customers effectively through technology. The book is an essential read for businesses of all sizes wanting to learn how to engage with customers in meaningful, profitable, and mutually beneficial ways.
368 pages, Hardcover
First published January 1, 2014
7 people are currently reading
34 people want to read
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Displaying 1 - 3 of 3 reviews
March 27, 2015
After reading the 12 chapters of The Digital Marketer I still don't know the "ten new skills you must learn to stay relevant and customer-centric."
My sense is that this book was already conceived and written when the editor decided to attach this tagline. If you are looking to identify these 10 skills, and learn how to acquire them, then The Digital Marketer will not help.
For example, the title of Chapter 5 is Find Actionable Insight in Big Data and Marketing Analytics. So, this must be one of the 10 skills I must learn. In this chapter I was introduced to concepts such as "big data", "unstructured data", "customer stitching", "data fusion", "next-best offer (NBO) analytics", "customer lifetime value (CLV)", "closed-loop analytics", "data governance" and more. The author offers little guidance on how to acquire skills in these areas.
In addition, each chapter ends with several pages of Resources. This reference list appears to be an homage to the author's friends he has acquired throughout a lifetime in public relations and marketing. This section would have been better served if the author had provided links to skills development resources such as how to calculate CLV and how to conduct NBO -- a missed opportunity.
That said, the book offers solid content. The author, Larry Weber, is an industry veteran who has survived and thrived in an industry -- marketing communications -- that has evolved as much as any industry has over the past several decades. A few of the concepts that I found particularly resonating are the following:
~ "Smooth seas do not make for skillful sailors."
~ "As a general rule, you have to accept that no matter where you work, you are not an employee; you are in a business with one employee -- yourself."
~ minimum effective dose (MED) -- the smallest dose that will produce a desired outcome.
The Digital Marketer offers a minimum effective dose. As a result it receives three stars, a minimum effective rating.
An alternate book to consider in this marketing communications category is the five-star rated Youtility.
My sense is that this book was already conceived and written when the editor decided to attach this tagline. If you are looking to identify these 10 skills, and learn how to acquire them, then The Digital Marketer will not help.
For example, the title of Chapter 5 is Find Actionable Insight in Big Data and Marketing Analytics. So, this must be one of the 10 skills I must learn. In this chapter I was introduced to concepts such as "big data", "unstructured data", "customer stitching", "data fusion", "next-best offer (NBO) analytics", "customer lifetime value (CLV)", "closed-loop analytics", "data governance" and more. The author offers little guidance on how to acquire skills in these areas.
In addition, each chapter ends with several pages of Resources. This reference list appears to be an homage to the author's friends he has acquired throughout a lifetime in public relations and marketing. This section would have been better served if the author had provided links to skills development resources such as how to calculate CLV and how to conduct NBO -- a missed opportunity.
That said, the book offers solid content. The author, Larry Weber, is an industry veteran who has survived and thrived in an industry -- marketing communications -- that has evolved as much as any industry has over the past several decades. A few of the concepts that I found particularly resonating are the following:
~ "Smooth seas do not make for skillful sailors."
~ "As a general rule, you have to accept that no matter where you work, you are not an employee; you are in a business with one employee -- yourself."
~ minimum effective dose (MED) -- the smallest dose that will produce a desired outcome.
The Digital Marketer offers a minimum effective dose. As a result it receives three stars, a minimum effective rating.
An alternate book to consider in this marketing communications category is the five-star rated Youtility.
August 24, 2015
Great overview book
This is a good book to get a high level understanding of digital marketing and how to design integrated marketing programs with a customer centric approach in mind.
This is a good book to get a high level understanding of digital marketing and how to design integrated marketing programs with a customer centric approach in mind.
January 16, 2016
A book that would be more suited for marketing people wanting to understand how to digitalize their approach, then a data analytics person wanting to understand what analytics approach have been used for marketing. Nonetheless, it is a great basic introduction to digital marketing.
Displaying 1 - 3 of 3 reviews