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Igniting Customer Connections: Fire Up Your Company's Growth by Andrew Frawley

By Andrew Frawley

A new data-driven method of construction shopper relationships that gasoline sustainable enterprise growth

Igniting client Connections explores how enterprises of all sizes can construct robust and ecocnomic buyer relationships in a trendy more and more advanced, fast moving, and fragmented industry. Written via the president of 1 of the world's greatest advertising companies, the ebook offers professional insights approximately connecting with consumers successfully throughout all channels and through the years. The relevant premise is a refreshingly assorted, evidence-based method referred to as Return On event and Engagement, or ROE2, which can provide a brand new technique to motivate and degree consumer connections—and enhance company results.

The conventional advertising and marketing campaign—a conflict for realization with a transparent release date and endpoint—no longer works. advertising is quicker and extra advanced than ever, and shoppers now have the facility to show off the message. Igniting client Connections explores some great benefits of a brand new procedure that allows businesses to connect with shoppers, instead of simply talk at them. issues include:

  • Why vintage ROI is wasting relevance on the way to degree results—and to price range advertising spend
  • How to make robust connections by way of taking complete benefit of "atomic moments of truth"
  • Amplifying the influence of shopper adventure and engagement
  • Creating a continuing, measurable, repeatable procedure for growth

The key to successful shoppers and development long term enterprise is growing optimistic buyer reports that encourage ongoing engagement—from fb "likes" to buy judgements. in keeping with information and tales drawn from dozens of most sensible manufacturers and hundreds of thousands of customers, Igniting purchaser Connections is helping sellers create long term model fairness and sustainable company progress.

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Additional info for Igniting Customer Connections: Fire Up Your Company's Growth By Multiplying Customer Experience & Engagement

Sample text

Brands can deliver content via multiple channels, connecting with consumers how, where, and when they want. Content is data-driven and dynamic (if you want it to be), enabling a wildly different degree of agility never possible under the old limitations. Addressable media in search, display, e-mail, and even television expand the pool and accuracy of potential customer connections. Social media serves as a communication channel, of course, but also gives brands a sounding board to test and measure emotional connections.

Defining Experience × Engagement Let’s start by taking a closer look at the terms used to define customer connection—experience and engagement. The words are used loosely in a variety of marketing contexts and are often misused and confused. It’s important to establish a canonical definition, since it informs the 41 42 CONNECT WITH YOUR CUSTOMERS—NOW research in the remainder of this book. Here are the definitions that we have established for Igniting Customer Connections: • Experience means the emotional connection with a brand.

In this context, winning requires handling each consumer interaction—and there are many of them—in such a way that it creates value. As we’ll see, it’s a challenge, given the diversity and sheer volume of these moments. Know an Atomic Moment of Truth When You See One To harness the brand-building potential of an atomic moment of truth, you have to first recognize it when and where it is happening. To start, accept that all consumer interactions, online and offline, represent potential atomic moments of truth.

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