Introduction 1 About This Book 2 Foolish Assumptions 2 Icons Used in This Book 3 Beyond the Book 3 Where to Go from Here 4 Part 1: Marketing In A Thriving Consumer Culture 5 Chapter 1: Understanding Consumer Values and Mind-sets 7 Assessing the New Consumer Culture 8 Understanding the current marketing environment 9 Addressing a complex consumer mind-set 10 Bridging Generational Gaps 11 Creating Trust Equity in a Low-Trust Society 12 Building trust in a less-trusting world 13 Building relationships around a common purpose 15 Improving Customer Journeys for Sustainability 16 Making It Real and Keeping It Fun 19 Chapter 2: Triggering the Psychology of Choice for Lifetime Value 21 Connecting with Customers in Times of Fear and Uncertainty 22 Address feelings -- don''t avoid them 23 Show consumers how you''ll protect them 24 Reward your customers 24 Be transparent and truthful to a fault 24 The Universal Influencers of Human Behavior 25 Triggers of the unconscious mind: The real driver of choice 25 Psychological triggers that drive sales 28 Understanding the Basics of Human Psychology 34 Freud''s personality theory 34 Jung''s personality theory 35 Tapping into Social Influencers 36 Authority 36 Social proof 37 Reciprocity 37 Scarcity 38 Appealing to Consumers'' Happiness and Purpose 39 Putting It All Together 41 Chapter 3: Engaging Experiences and Journeys That Drive Sales and Loyalty 43 Moving from Reactive Customer Service to Proactive Customer Experiences 44 Creating Experiences Around Personal Relevance 45 Applying Technology for Memorable Customer Experiences 47 Using artificial intelligence 47 Succeeding without expensive apps and systems 48 Taking Customer Experience Beyond Service 49 Powering results with personalization 49 Aligning with customers'' values 50 Providing options to round out experience 50 Updating your toolbox 51 Creating Customer Experiences Around Brand Communities 53 Start a forum and invite the right people 54 Spark meaningful conversations and creative opportunities 54 Mapping Out a Touchpoint Journey from Introduction to Lifetime Value 55 Part 2: Building A Strategy For LTV and ROI 59 Chapter 4: Laying a Foundation for Growth 61 Measuring the Growth Rate of Your Market 62 Monitoring market and economic indicators 62 Responding to a flat or shrinking market 64 Finding Your Best Growth Strategies 65 Develop innovative GTM strategies 65 Grow what you have for higher profitability 67 Building on a Market Segmentation Strategy 69 Developing a Market Share Strategy 71 Define your metrics 71 Establish a benchmark 71 Do the math 72 Enhancing Your Positioning Strategy 73 Defining your position 73 Aligning your positioning strategy with growth initiatives 74 Changing Your Mind-set 74 Chapter 5: Researching Your Customers, Competitors, and Industry 77 Conducting Research That Delivers Actionable Insights 78 Monitoring social chatter to better understand your customers 79 Following relevant blogs 81 Gathering Information about Market and Consumer Trends 81 Paying attention to information resources 82 Uncovering what really drives your customers 82 Preparing Effective Surveys to Ensure You Get Accurate Insights 83 Determining the right format for the metrics you need 84 Defining your objectives 85 Using clear, concise wording 86 Understanding Some of the Technical Stuff 87 Net Promoter Score 87 Level of confidence 89 Paying Wisely for Market Research 90 Getting feedback from prospects without purchasing expensive lists 90 Using low-cost and free ways to build knowledge 91 Staying on Top of Social Trends 97 Chapter 6: Creating a Winning Marketing Plan 99 Getting Started on a Launch or Growth Plan 100 Defining your business 100 Mapping out your action plans 106 Setting a budget 108 Considering Pricing Strategies 110 Pricing opportunities and obstacles 110 Avoiding the dangers of deep discounting 111 Mastering the Psychology of Pricing 112 Pricing to address perceptions 113 Framing prices 114 Creating Your Controls or KPIs 115 Conducting a SWOT Analysis 115 Finding your strengths 116 Addressing your weaknesses 117 Looking for opportunities 117 Focusing on functional alternatives, or threats 118 Mapping out your SWOT grid 119 Winning with Collaboration and Corporate Social Responsibility 121 Sharing is caring (and good for business) 121 Teaming up on CSR 122 Leveling Up in More Ways Than One 123 Monitoring and reacting to trends 124 Developing the customer experience 125 Mapping Out Your Action Steps 126 Step 1: Complete a situational analysis/summary 127 Step 2: Establish your benchmark 127 Step 3: Define your goals 127 Step 4: Take note of lessons learned 127 Step 5: Outline your strategy 128 Step 6: Commit to action items 129 Step 7: Build learning plans 129 Projecting Expenses and Revenues 130 Preparing for economic influences 130 Coming up with a reasonable budget 130 Chapter 7: Content Marketing and Marketing Content 133 Getting the Gist of Content Marketing 134 Separating content marketing from marketing content 135 Creating content that engages 135 Channeling your content 136 Leveraging influencer sites 137 Creating a Credible Content Marketing Plan 138 Performing a communications audit 138 Getting your content read 140 Producing Compelling Marketing Content 141 Essential elements of content 141 Writing tips for better results 143 Sparking interest with user-generated content 146 Giving Ad Content Greater Stopping Power 147 Be consistent 148 Be as persuasive as possible 148 Be professional 149 Part 3: Executing Across Channels 151 Chapter 8: Creative That Engages the Mind 153 Assessing Your Current Creative 154 Conducting a creativity audit 154 Questioning (almost) everything 154 Defining Your Creative Strategy 156 Building your creative elements 157 Coloring your creative psychologically 157 Using brand iconology 160 Writing words that work 161 Crafting a Sustainable Brand Identity 163 Writing a Creative Brief 165 Goals 165 Offers and promises 165 Supporting statements 165 Tone or persona 166 Emotional drivers 166 Wannabe profiles 167 Color palette 167 Golden triangle pattern 167 Constraints 168 Execution 168 Applying Creativity to Branding and Much More 169 Creativity and product development 169 Simple ways to spark new ideas 170 Chapter 9: Optimizing Digital and Social Tools and Tactics 175 Getting Familiar with the Channels Customers Use Most 176 Using Facebook for engagement that builds sales 177 Building your Twitter presence 182 Igniting your social media presence with Instagram 183 Expanding your network through LinkedIn 183 Promoting your brand with Pinterest 185 Developing Digital Tools That Drive Brands 186 Podcasts 187 Webinars 189 Online courses 192 Videos 193 Online review sites 195 Giving to get more 196 Using Automated Customization to Work Smarter and Faster 198 Chapter 10: Embracing the New Age of Advertising 201 Advertising on Social Media 202 Harnessing the Power of Facebook, Instagram, and Messenger Ads 202 Setting up on the YouTube stage 206 Advertising on LinkedIn 208 Advertising with Mobile Apps 209 In-app advertising 209 App advertising platforms 210 Winning with Sponsored Content 211 Editorializing your content page placements 212 Using e-newsletter placements 212 Sponsoring third-party content 212 Exploring Digital Banner Advertising 213 Getting attention with banner and pop-up ads 213 Retargeting consumers with banner ads 215 Making the Most of Print Advertising in a Digital World 217 Community channels for print advertising 217 Industry publications 217 Elevating Your Brand with Broadcast Advertising 220 Television advertising 220 Radio advertising 222 Tips for producing TV and radio spots 223 Investing in the Basics behind Successful Advertising 226 Part 4: Powerful Ways To Build Sales Through Email, Websites, and SEO 227 Chapter 11: Building Individual Value with Mass Personalization 229 Grasping the Basics of Direct Marketing 230 Understanding the Elements of Successful Direct Marketing 231 Data matters 232 CRM matters 235 CRM systems 237 Messaging matters 238 Creating Direct Campaigns for Direct Profitability 240 Encouraging customers to take action 241 Building effective email lists 244 Prepping Your Email Campaigns for Success 246 Setting up triggered emails 247 Implementin.