The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning | Date: 28 April 2011, 06:10
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The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning
By Bob Gilbreath
* Publisher: McGraw-Hill
* Number Of Pages: 288
* Publication Date: 2009-09-03
* ISBN-10 / ASIN: 0071625364
* ISBN-13 / EAN: 9780071625364
Product Description:
THE NEW LAW OF MARKETING
“The Next Evolution of Marketing is a true beacon for all brand builders. Many books claim that, Bob’s book delivers.”
Jim Stengel, former Global Marketing Officer, Procter & Gamble
“Some timeless truths restored for modern marketing—and many new ones added. An inspiring reminder of the value of brand behavior and how to make it happen.”
Sir Martin Sorrell, CEO, WPP
“Persuasion has given way to sharing, and marketing will never be the same.”
John Gerzema, Chief Insights Officer, Young & Rubicam, and coauthor of The Brand Bubble
”Bob Gilbreath brilliantly shows why we’re no longer living in our fathers’ marketing era. Better yet, he details how marketing works best when it adds value to people’s lives, and he provides a playbook for success.”
David Meerman Scott, bestselling author of The New Rules of Marketing & PR and World Wide Rave
“This book provides a framework and compelling examples for creating the next generation of cultureleading brands.”
Mark Greatrex, Senior Vice President, Marketing Communications and Insights, The Coca-Cola Company
ABOUT THE BOOK:
Marketing with Meaning—The Breakthrough Strategy for Connecting with Customers!
The old interruptive model of marketing doesn’t work. Customers are tuning out. They no longer listen to in-your-face messages. Instead, they demand meaning in the brands they buy and the marketing that reaches them.
Marketing strategist Bob Gilbreath’s hot new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. This groundbreaking methodology engages customers and wins their business by adding value to their lives. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase.
In The Next Evolution of Marketing, Gilbreath unveils a revolutionary new approach to business that fills the gaping voids left in bottom lines when people started tuning out. Gilbreath describes the marketing revolution now underway and the powerful forces driving it. Inside, he provides Marketing with Meaning success stories, including:
* Samsung’s laptop and cell phone charging stations, which are now found in more than 50 airports throughout the United States
* Dove’s Campaign for Real Beauty and its viral video “Evolution,” which has been viewed more than 100 million times
* Burger King’s Xbox advergames, which helped boost the company’s profits by 40 percent in one year
This first-ever comprehensive model for creating and managing a meaningful marketing campaign uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customers’ needs. It also arms you with an original set of metrics for precisely measuring the effectiveness of your initiatives.
You simply cannot afford to get left behind in advertising’s “golden age” of interrupt, tell, and sell marketing. Marketing with Meaning is how your customers demand business be done today and tomorrow. The Next Evolution of Marketing is your guide to surviving and thriving in this marketing revolution.
(20090914)
Summary: Really useful
Rating: 5
I think this is a really practical, useful resource for marketers and communication specialists. I love the wealth of examples the author draws on to make his point. Communication with value is no longer an option. It's brand behavior versus brand speak that is the new differentiator.
Summary: Great Tips for Modern Marketers
Rating: 5
Given today's environment, it's essential that companies maximize the return on every marketing dollar spent. Marketers today are dealing with limited budgets, changing mediums and customers who are being bombarded with messaging everywhere they look. Developing a meaningful marketing strategy that targets the right customers and effectively connects their needs with brand offerings is the heart and soul of any business' success. This book not only stresses the importance of creating marketing with meaning, but it provides tips and strategies on how to do so in the modern business world. It also provides valuable real-world examples of businesses effectively creating marketing programs that have meaning. It is a great read for anybody who works in the modern marketing world, digital or otherwise.
Summary: Relevant and Inspiring
Rating: 5
"The Next Evolution of Marketing" is a quick read due to the colorful anecdotes and examples that are layered throughout the book. The book describes the paradigm shift that is taking place in marketing today as firms must entice consumers to "opt into" a relevant, meaningful marketing program that promotes a dialogue and relationship between seller and buyer.
Summary: Brands People Love and Why
Rating: 5
Ever used a free Samsung charger in an airport? How about the free public toilets in Times Square from Charmin? These are examples of MARKETING WITH MEANING. And only the brands and agencies who learn how to create such marketing will thrive in the new economy.
Summary: This book is awesome
Rating: 5
Awesome read. This book is based on a premise that in today's day and age, marketers looking to be successsful must create marketing is meaningful to consumers. To do this, marketing plans must do two things. One, be marketing that consumers choose to engage with. Two, be marketing that itself adds meaning to consumer's lives. Makes sense, right? This book provides real-world examples and practical tools on how to infuse meaning into your marketing plans.
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