Leseprobe
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Storytizing
Bob Pearson
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Sozialwissenschaften, Recht, Wirtschaft / Einzelne Wirtschaftszweige, Branchen
Beschreibung
With the boom of e-commerce and social
media, companies no longer hold primary
control over their brand message. They now
share that power with customers.
That shift means companies must create agile
marketing campaigns that solicit the feedback
and participation of key influencers. In this new
day and age, businesses and their customers tell
the story collectively—advertising is passé; welcome
to Storytizing.
Storytizing explains how marketing professionals
can employ sophisticated new tools to
better understand how brand messages proliferate
and who helps shape them. Using interviews,
anecdotes and lessons generated through his vast
experience with Fortune 500 leaders, Pearson
shows how firms can identify the customers and
trends that shape their brand’s story. Through
those insights, Storytizing will help companies:
» Develop an Audience Architecture that
provides a predictive view of how to align your
story with your audience, as well as show how
messages evolve in real time
» Use sophisticated tools and big data to
segment the market into those who lead, those
who share and those who “lurk and learn”
» Deploy similar tools to help transform your
employees into influential brand ambassadors
» Learn from the experiences of peers, with
contributions from some of the world’s top
marketing professionals
In his first book, PreCommerce, Pearson
showed that companies must engage directly
with customers. Now this book lays out the increasingly
sophisticated strategies companies
must deploy to create, shape and sustain their
brand message in this new Storytizing era.
