- Cover
- Title Page
- Copyright
- Dedication
- Acknowledgments
- Foreword
- Preface: A Tale of Two “Tweeties”
- Section I: Overview
- Section II: Building a Customer-Centric Organization
- Chapter 3: Introducing the Experience Marketing Framework
- Chapter 4: The Insights Layer
- The Customer Is the Main Thing
- Customers, Competitors, and Forces
- The Customer
- The Importance of Persona and Customer Journey Mapping
- Audience Development Exercise
- Look Honestly at Your Competitive Landscape
- The Customer Is the Asset
- “Use the Force, Luke!”
- The 6 Ds (Phases) as Classified by Peter Diamandis
- Notes
- Chapter 5: Mind over Organizational Matter
- Chapter 6: The Vision Layer
- Chapter 7: The Success Layer
- Section III: Social Business Strategies and Tactics
- Chapter 8: Social Business Strategy for Marketing
- Chapter 9: Social Business Strategy for Sales
- Chapter 10: Social Business Strategy for Influencers and Employee Advocates
- Influencer Marketing Tech Is Fragmented
- Key Trend 1: Decline of Advertising Due to the Massive Increase in Ad Blockers Globally
- Key Trend 2: Rise of Influencer Programs Is Leading to Greater Need for Efficiencies and Proving ROI
- Key Trend 3: CMOs Are Driving the Budget Increase in Marketing Technology Spend
- Key Trend 4: Four Critical Factors Are Fueling the Chaos in Influencer Marketing
- The Five Categories of Influencer Marketing Tech
- Influencer Marketing Platform “5 Capabilities” Model
- The Influencer Marketing Manifesto
- Community: Size and Type of Audience
- Content: Format and Type
- Channel: Social Networks and Sites
- Credibility: Topical Relevancy
- Chemistry: Brand-Influencer Fit
- Controversy: Lack of Resonance and Transparency
- Employee Advocacy
- Employees Are the Most Credible Voices in Your Organization
- Employee Advocacy Drives Sales
- Who Is Doing Employee Advocacy Right?
- Notes
- Chapter 11: Social Business Strategy for HR
- Chapter 12: Social Business Strategy for Customer Service
- Section IV: Data and Automation
- Chapter 13: Designing Your Ultimate Marketing Stack
- How to Build a Solid MarTech Stack
- Bottoms Up
- CRM
- Marketing Automation
- Tag Management
- Analytics and Tracking: You Need to Track Your Performance, Ads, Technology, and Everything Else
- Invest in Keeping Your Stack Open
- Monitoring the MarTech Stack
- MarTech That Drives Business Growth
- Agile Is Your Savior
- Marketing Technology Frameworks and the EMF
- Always-On Assessment, Evaluation, and Adoption
- No Single Platform Winner aka “Marketing Operating System”
- Build, Buy, or Rent?
- Mobile Marketing Technology Stacks
- Drive Internal Buy-In and Stakeholder Influence by Measured ROI
- Notes
- Chapter 13: Designing Your Ultimate Marketing Stack
- Section V: Future-Proofing
- Chapter 14: Building a Personal Brand, BRO
- Chapter 15: Avoiding Obsolescence and the Road Ahead
- Dead Ideas
- Experts Evolve into Sensemakers!
- Lifelong Learning as a Habit
- 5G, IOT, AI, VR, and Drones, Oh My!
- The Fourth Industrial Revolution
- Virtual Reality Mini-VRcations
- Virtual Reality Masterminds and Uploadable Consciousness
- 5G Allows Minimal Latency
- The Dark Side of Drones
- 5G Possibilities
- Notes
- About the Authors
- Index
- End User License Agreement
Digital Sense
The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience
Travis Wright | Chris J. Snook
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