Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing
Shane Atchison, Jason Burby
Format: PDF / Kindle (mobi) / ePub
WARNING: This book will change the way you think about marketing forever. In this new age of Twitter, Facebook, Instagram, and countless other digital platforms, it doesn't matter how many views or followers or clicks you get. The only thing that matters is: Does it Work?
Written by POSSIBLE's global CEO Shane Atchison and President of the Americas Jason Burby, this revolutionary guide shows how to use the latest digital platforms to create a high-value marketing plan that really works. You'll learn how to:
- Set Goals: Understand the importance of defining success and targets upfront for every initiative--and your business as a whole.
- Inspire Brilliant Creative: Leverage data and insights to empower and drive creativity, spark ideas, and drive innovation.
- Measure What Matters: Focus efforts on the things that matter and drive real improvement.
- Make a Difference: Know that you have contributed to measurable success in whatever you do.
If you've ever wondered if your digital marketing is working, this book will help you reevaluate everything you're doing. By following 10 key principles, you'll be able to measure the data that really matters, launch the initiatives that really pay off, and inspire the creativity that really drives an effective campaign. Each of the 10 principles starts with a link to a short video introducing the principle, giving real world examples to bring it to life. You'll hear the personal insights of the world's greatest business leaders and the professional triumphs (and tumbles) of the world's biggest brands. You'll learn how to hire and inspire the rare creative "unicorns" who turn marketing into magic. You'll find new ways to turn data into ideas and obstacles into opportunities. You'll turn web site visitors into followers, followers into sharers, and sharers into your very best customers.
In our new world of small screens, big ideas, and even greater competition, you have to ask the tough questions if you want to succeed. Does it Work? has the answers.
touchpoint mapping, 65–70 of unicorns, 140, 141 for unified communication activities, 63 Mistakes, 216–217, 286 Moments of influence, 63, 65–70 Monetization, 203 Moretti, Eddy, 99, 126, 330 Multivariate testing, 212 Muzumdar, Kunal, 104, 330 N Nest, 267 Net promoter score (NPS), 170 Netflix, 89–95, 267 Netherlands, 276 Never Stop Improving (principle 8), 15, 289, 293 New York Times, 90 Ng, Elaine, 234, 331 Nike, 268, 287 Nishar, Deep, 331 on contributing to the world, 120
should be changed. One Ford envisions a company that increases its efficiency in order to concentrate innovation on a smaller number of models. That should lead to better cars and increased profit. Does One Ford work? Does it ever. Since its implementation, Ford has seen its stock price roughly double—while those of competitors GM, Toyota, and Honda have remained essentially flat.5 DOES IT WORK FOR YOU? At the end of every chapter, we’ll set out a few questions to help you start a
Tong, Mike Reeder, Tony Aguero, Elaine Ng, Gus Weigel, Liz Fairchild, Sarah McCarthy, Tony Desjardins, Jamie Pattan, Jim Chesnutt, Justin Marshall, Kenny Powar, Krisztian Toth, Kunal Muzumdar, Lucas Peon, Laura Wolf, Martha Hiefield, and Tonya Peck. We’d also like to extend a special thanks to Joe Shepter, who helped take our ideas and thinking and formulate them into the 10 principles in the book. A big thanks also goes to Donya Dickerson, Executive Editor at McGraw-Hill, for her enthusiasm
measure. In 2010, for example, the foundation made its largest grant ever: $10 billion to provide vaccines for children around the world. At the time of the announcement, Bill Gates noted that the program would save the lives of 7.6 million children in the next decade, mainly by preventing diseases like AIDS, tuberculosis, rotavirus, and pneumonia. That’s about $130 per life, in case you’re wondering. “Vaccines are a miracle,” explained Melinda Gates in a Facebook post. “With just a few doses,
because the site knows you didn’t buy last time and thinks you need a nudge. In other words, REI leaves the Aztec in the shade (or showroom). The company has used a few small insights based on customer activity to generate pages that respond to you. DIGITAL IS SIMPLY GREAT FOR TARGETING Some brands can go very deep into One Size thinking. Amazon, for example, knows what you’ve bought, and their properties suggest additional products based on that. If you like Japanese manga, they’ll find it