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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 Marketer: 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 explains:
The ins and outs of this brave new world of digital marketing The specific techniques needed to achieve high customer engagement The modern innovations that help you outperform the competition The best targeting and positioning practices for today's digital era How customer insights derived from big and small data and analytics, combined with software, design, and creativity can create the customer experience differential 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.
The ins and outs of this brave new world of digital marketing The specific techniques needed to achieve high customer engagement The modern innovations that help you outperform the competition The best targeting and positioning practices for today's digital era How customer insights derived from big and small data and analytics, combined with software, design, and creativity can create the customer experience differential 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, Kindle Edition
First published January 1, 2014
7 people are currently reading
34 people want to read
About the author
Larry Weber
6 books1 followerLarry Weber is the Chairman & CEO of Racepoint Global (www.racepointglobal.com), an advanced marketing services agency, well-known expert in PR and marketing services, and author. Passionate about the convergence of technology and communications, he is a frequent public speaker on the future of marketing, the social web and building communities online. Larry enjoys helping global brands and emerging companies harness social media strategies to enhance brand reputation, create and extend partnerships, and increase demand generation. He founded one of the industry's first interactive marketing agencies, Thunderhouse, and has worked with world-class clients including ARM, AT&T, Coca-Cola, Cook Medical, General Electric, General Motors, IBM, Kaiser Permanente, Microsoft, and many more.
In 1987, Larry started his own public relations company, The Weber Group, and within a decade it became the world's largest public relations firm. The Interpublic Group of Companies purchased The Weber Group in late 1996, and in early 2000, Larry was named Chairman and CEO of Interpublic's Advanced Marketing Services, a $3 billion unit with 12,000 people and including the company's public relations, research and analysis, and entertainment holdings.
Larry serves on a number of Boards of corporations, non-profit organizations and academic institutions. He is the co-founder and Chairman of the Board of Directors of the Massachusetts Innovation and Technology Exchange (MITX),the world's largest Internet marketing association. Larry has authored four business and marketing books, including The Provocateur: How a New Generation of Leaders Are Building Communities, Not Just Companies (Random House/Crown Business, 2002), business bestseller Marketing to the Social Web: How Digital Customer Communities Build Your Business (Wiley & Sons, 2007, with a second edition in 2009), Sticks & Stones: How Digital Business Reputations Are Created Over Time...And Lost in a Click (Wiley & Sons, 2009), and Everywhere: Comprehensive Digital Business Strategy for the Social Media Era (Wiley & Sons, 2011). Larry's newest book, The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, is due out in Spring 2014.
In 1987, Larry started his own public relations company, The Weber Group, and within a decade it became the world's largest public relations firm. The Interpublic Group of Companies purchased The Weber Group in late 1996, and in early 2000, Larry was named Chairman and CEO of Interpublic's Advanced Marketing Services, a $3 billion unit with 12,000 people and including the company's public relations, research and analysis, and entertainment holdings.
Larry serves on a number of Boards of corporations, non-profit organizations and academic institutions. He is the co-founder and Chairman of the Board of Directors of the Massachusetts Innovation and Technology Exchange (MITX),the world's largest Internet marketing association. Larry has authored four business and marketing books, including The Provocateur: How a New Generation of Leaders Are Building Communities, Not Just Companies (Random House/Crown Business, 2002), business bestseller Marketing to the Social Web: How Digital Customer Communities Build Your Business (Wiley & Sons, 2007, with a second edition in 2009), Sticks & Stones: How Digital Business Reputations Are Created Over Time...And Lost in a Click (Wiley & Sons, 2009), and Everywhere: Comprehensive Digital Business Strategy for the Social Media Era (Wiley & Sons, 2011). Larry's newest book, The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, is due out in Spring 2014.
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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