Index
Numerics
- 3M, 153
- 5W Public Relations 2020 Consumer Culture Report, 50
- 7 Habits of Highly Effective People, The (Covey), 144
A
- A/B testing, 96
- Accenture, 317
- account-based marketing (ABM), 49, 350
- action plans
- ADI (area of dominant influence), 221
- advertising, 201–226. See also marketing content
- AI (artificial intelligence), 47–48
- Airbnb, 122
- Alibaba Group, 323
- allowable customer acquisition cost, 365
- Alter Agents, 22
- Amazon, 319
- American Express, 307–308, 342
- American Girl, 331
- analogies, 172–173
- appealing to happiness and purpose, 39–41
- Apple
- AppsFlyer, 210
- AR (augmented reality), 332–333
- area of dominant influence (ADI), 221
- Armani Exchange, 330–331
- artificial intelligence (AI), 47–48
- Augment, 333
- augmented reality (AR), 332–333
- authority, social influencers, 36–37
- avoidance of pain, 28–29
B
- B2B (business-to-business)
- B2C (business-to-consumer)
- baby boomers, 11, 42
- Backlinko, 290
- Bagchi, Rajesh, 158
- Beanie Babies, 68–69
- benchmarks, 71–72, 127, 365
- Best 10 Website Builders, 320
- best sellers, 68
- beta testing (user acceptance testing), 66–67
- Big Cartel, 321
- BigCommerce, 318, 321
- Birren, Faber, 159
- Blippar, 333
- blogs
- Bloomberg.com, 62
- BOPIS (buy online, pick up in store), 317
- bounce rate, 257, 269–270
- brand communities, 53–55, 261
- brand identity
- brand purpose, 15
- Bratcher, Harlan, 330–331
- brevity, 94, 181, 239
- broad match setting, Google Ads, 282
- broadcast advertising
- budgeting
- BuildFire, 209
- buildup forecasts, 132
- business-to-business. See B2B
- business-to-consumer. See B2C
- buy online, pick up in store (BOPIS), 317
- BuzzSumo, 153
C
- call to action (CTA)
- Caring Economy, The (Usnik), 190
- carousel ads, 205
- cause-related marketing, 12
- celebrity persona, 171
- chambers of commerce, 63, 192, 309
- channels, content marketing, 136–137
- chatbots, 47, 319
- Cheema, Amar, 158
- Cialdini, Robert, 37
- click-and-collect transactions, 50–51
- clickbait, 144
- client advisory boards, 304
- Coca-Cola, 194
- Coinbase, 221
- collaborative programs, 121–122
- color
- black, 159
- blue, 157–159
- constraints, 168
- creative brief, 167
- gray, 159
- green, 159
- iconology, 160
- mood and perception, 158–160
- orange, 159
- psychology and, 153, 157–160
- purple, 158–159
- red, 158–159
- setting color tone for brand, 159
- setting guidelines and standards, 164, 168
- top global brands, 160
- yellow, 159
- Color Association of the United States, 157
- Color Communications Innovations Institute for Color Research, 157
- Color Psychology and Color Therapy (Birren), 159
- communications audit, 138–139
- community fundraisers, 304
- community newspapers, 217
- competing on price, 361
- competitive channels (parallel distribution channels), 328
- competitive pricing, 114
- competitor research, 93–94
- confidence level, surveys, 89
- connected TV, 220–221
- consultative selling, 348–349
- consumer choice. See also psychology of choice
- consumer culture
- Consumer Culture Report (2020), 50
- consumer loyalty programs, 342
- consumer mind-set, 10–11
- consumer-to-consumer marketing, 300
- content, website
- content marketing
- channels, 136–137
- communications audit, 138–139
- defined, 134
- goals of, 134
- inbound marketing, 136
- influencer marketing, 137–138
- marketing content vs., 135
- overview, 133–134
- pay-per-click ads, 136
- public relations, 135
- quantity and frequency of content distribution, 140–141
- SEO results, 135
- social media posts, 135
- contest marketing. See giveaway marketing
- contracts, eliminating, 24
- conversion rate, 286
- cooperative database, 234, 245
- corporate social responsibility (CSR), 37, 40–41, 122–123, 264
- cortisol, 30
- cost per acquisition (CPA), 235
- cost per click (CPC) parameters, 290
- cost per lead (CPL), 108
- Covey, Stephen, 144
- COVID-19 pandemic
- CPA (cost per acquisition), 235
- CPC (cost per click) parameters, 290
- CPL (cost per lead), 108
- creative briefs
- creative strategy
- assessing current creative, 154–156
- building creative elements, 157
- color and psychology, 153, 157–160
- creative briefs, 165–169
- creativity sources and constraints, 156
- engaging imagination, 170–174
- iconology, 153, 160–161
- product development and creativity, 169–170
- relationship building, 156
- sustainable brand identity, 163–164
- wording, 161–163
- creativity audits, 154–155
- CRM (customer relationship management) systems
- cross-channel marketing
- advertising
- creative strategy
- digital tools
- crowdfunding, 66
- CSR (corporate social responsibility), 37, 40–41, 122–123, 264
- CTA. See call to action
- curiosity, creating, 144
- Custom apps, 52
- customer appreciation events, 303
- customer attrition rate, 343
- customer events. See events
- customer experiences
- aligning with customers’ values, 50
- click-and-collect transactions, 50–51
- creating around brand communities, 53–55
- customer experience strategy, 43–44
- marketing plan and, 125–126
- personal relevance and, 45–47
- personalization, 49
- proactive customer service, 44–45
- technology, 47–49
- touchpoints for customer journey, 55–57
- updating, 51–53
- customer journey
- customer loyalty, 341–343
- customer recognition, 146
- customer relationship management systems. See CRM systems
- customers. See also consumer culture
D
- D&B Hoovers, 71
- Darkroom.tech, 322
- data files, as research tool, 95–96
- data.ai, 209
- database, customer
- decision-making
- deep discounting, 111–112
- Deiss, Ryan, 284
- Delighted, 79
- Dell, 66
- Deloitte research firm, 7, 14
- demanding consumer mind-set, 11
- descriptive pricing, 114
- design, website, 257
- designated market area (DMA), 221
- digital asset management software, 168–169
- digital banner advertising
- digital footprint, expanding, 265–266
- Digital in the Round, 316
- Digital Marketing for Dummies (Deiss and Henneberry), 284
- digital tools
- direct marketing
- dirty data, 360
- discount rate, 340–341
- distracted consumer mind-set, 11
- distribution channels, 105
- DMA (designated market area), 221
- dopamine, 29
- Dove #SpeakBeautiful campaign, 15
- DuckDuckGo app, 12
- Duhigg, Charles, 300
- DuPont, 173
- Dweck, Carol, 74
- dwell time (stickiness), 261, 268
- dynamic content, 275
E
- E2MA (Exhibit & Event Marketers Association), 310
- earned links, 283–285
- eBay
- Ecologic Brands, Inc, 123
- e-commerce
- building e-commerce websites, 320–322
- buy online, pick up in store, 317
- competition, 316
- contracting with services to handle, 322
- converting online traffic to sales, 317–318
- curating customer experiences, 317
- distribution channel structure, 329–330
- intermediaries, 329–330
- off-line distribution, 326–328
- online shoppers, 316
- online shops, 316
- point of purchase advertising, 331–333
- search engine optimization, 316, 318
- sharp rise in, 9, 315
- shopping cart fulfillment rates, 319
- store atmosphere, 330
- third-party storefronts, 322–325
- economic indicators
- economies of scale, 117
- Edelman trust surveys, 12–13
- educational workshops, 304
- ego, 35
- eMarketer, 51
- emotional drivers, creative brief, 166–167
- emotional fulfillment, luxury goods and, 32–33
- emotional selling propositions. See ESPs
- emotional triggers
- end-aisle displays (end caps), 327
- engaging customers. See customer experiences
- Entrepreneurs On Fire podcast, 188
- envelope teasers, 248–249
- ESPs (emotional selling propositions), 238
- even pricing, 113
- Event Planners Association, 307
- EventCrazy, 309
- events
- community fundraisers, 304
- customer appreciation events, 303
- educational workshops, 304
- event managers, 306–307
- family events, 304
- funding, 306
- monetizing, 306
- off-line events, 302–303
- online events, 302
- prospecting, 337
- relevance and meaning, 305
- rules of success for, 305
- sponsoring third-party events, 307–310
- subject matter expert status, 346
- trade shows, 303, 310–314
- exact match setting, Google Ads, 282
- exclusive distribution strategy, 327
- Exhibit & Event Marketers Association (E2MA), 310
- Expert Mode, Google Ads, 288
- extroverts, 35
- EY research firm, 7, 8
F
- Facebook Messenger, 47
- “fake news,” 13
- 5W Public Relations 2020 Consumer Culture Report, 50
G
- G2.com, 210–211, 338
- GDP (gross domestic product), 63–64
- generational differences
- Genesys 2021 State of Customer Experience report, 46, 48
- giveaway marketing
- global markets
- goals
- Godaddy, 265
- golden triangle, 167, 267
- Google Ads
- Google Analytics
- Google Maps, 292
- Google My Business, 52, 54, 81, 292–294
- Google online reviews, 195
- Google Search Console, 282
- go-to-market strategies. See GTM strategies
- Gramling, Kathy, 8
- GreenBook, 90
- gross domestic product (GDP), 63–64
- growth budgets, 109
- growth mind-set, 74–75
- growth rate
- growth strategies
- GTM (go-to-market) strategies
- Guéguen, Nicolas, 162
H
- Haidt, Jonathan, 39
- Happiness Hypothesis, The (Haidt), 39
- Harley Owners Group (H.O.G.), 302–303
- Harvard Business Review, 74–75
- Harvard Business School, 339
- hashtags, 182
- heatmap (navigation patterns), 271
- Henneberry, Russ, 284
- H.O.G. (Harley Owners Group), 302–303
- Hootsuite, 186
- Hostess Brands, 38
- how-to guides, 258
- how-to tips, 182
- HubSpot, 52, 193, 238
- humor, 171
I
- IBISWorld.com, 62
- iconology, 153, 160–162, 164
- id, 34
- IEG (International Events Group), 309
- inbound marketing, 136
- incremental ROI, 364
- indicator forecasts, 132
- individuation process, 40
- industry publications, 217–218
- influencer marketing, 12, 123–124, 137–138
- influencers of human behavior. See also ESPs
- Innovatus Imaging, 52, 218–219
- intensive distribution strategy, 327
- Intermountain Healthcare, 265
- International Centre for Trade and Sustainable Development, 336
- International Events Group (IEG), 309
- introverts, 35
- inverted pyramid approach, marketing content, 143
J
K
L
- landing pages, 254–255, 286–287
- launch budgets, 108–109
- Leadfeeder, 338
- leading questions, marketing content, 144–145
- learning plans, 78, 129
- LEGO Ideas, 55, 147
- lessons learned, 127
- Lexus, 303
- lifetime value (LTV). See also customer experiences; psychology of choice
- linear TV, 220–221
- live chat, 51–52, 261
- live read spots, 222
- logos
- LTV. See lifetime value
- luxury goods, 32–33
- LXRMarketplace, 95
M
- Marc Jacobs, 15
- market indicators, 63
- market presence, building, 66
- market segmentation strategy, 69–70
- market share strategy
- market trends, 124–125
- marketing content. See also advertising
- Marketing Metaphoria (Zaltman), 172–173
- marketing mistakes
- marketing plans
- action plans, 106–107
- benchmarks, 127
- budgeting, 108–109, 130–132
- collaboration, 121–122
- committing to action items, 129
- CRS, 122–123
- customer experience and, 125–126
- defining business, 100–105
- evolving nature of, 130
- goals, 127
- influencers, 123–124
- KPIs, 115
- learning plans, 129
- lessons learned, 127
- mapping out, 126–130
- market trends, 124–125
- outlining strategy, 128
- overview, 99–100
- preparing for economic influences, 130
- pricing strategies, 110–114
- situational analysis/summary, 127
- SWOT analysis, 115–121
- marketing stack, 237
- masthead, website, 267
- McKinsey research firm, 7
- Mercedes-Benz, 173
- messaging, 238–239
- Meta, 203
- meta tags, 285
- metaphors, 172–173
- metrics. See also ROI
- Microsoft, 66
- Microsoft Ignite, 303
- Milgram, Stanley, 36
- millennials (generation Y), 12, 42
- mind share, 72
- mind-set, 74–75
- Mindset (Dweck), 74
- mobile apps
- mobile marketing, 230–231
- Modern Man in Search of a Soul (Jung), 35
- Monday (CRM system), 238
- Morris, David, 302
- Moz, 285
- multilevel marketing (network marketing; pyramid marketing), 326
N
- navigation patterns (heatmap), 271
- Neiman Marcus, 362
- Neistat, Casey, 287
- Net Promoter Score (NPS), 37, 87–89, 165
- network marketing (multilevel marketing), 326
- networks. See also events
- neurotransmitters
- niche marketing strategy, 70
- Nielsen research firm, 7, 8
- Nike, 163–164
- Norins, Hanley, 172
- NPS (Net Promoter Score), 37, 87–89, 165
- NTL Institute, 260
O
- odd pricing, 113
- offers, creative brief, 165
- Office Depot, 75
- off-line brand communities, 53
- off-line customer events, 302–303
- Omnisend, 319
- online courses, 192–193
- online customer events, 302
- online resources
- Augment, 333
- Best 10 Website Builders, 320
- BigCommerce, 318
- Blippar, 333
- BrandColors, 160
- BuildFire, 209
- CB Insights, 63
- Cheat Sheet, 3
- Content Marketing Institute, 134
- Digital in the Round, 316
- DIY SEO optimization, 295–296
- estimating market size and share, 71
- Event Planners Association, 307
- EventCrazy, 309
- Facebook advertising, 203
- Facebook poll application, 180
- Google My Business, 293
- International Events Group, 309
- NPS calculator, 88
- Outgrow, 196
- purchasing URLs, 265
- RafflePress, 196
- stock photography, 278
- survey panels, 90
- Top 10 Best Website Builders, 51
- tracking competitors' websites, 95
- trademark database, 265
- Website Builder Expert, 321
- Wix, 268
- online review sites, 195–196
- opportunities, SWOT analysis, 117–118
- opportunity cost, 330
- organic SEO, 281
- Outgrow, 196
- overpromising, 362
- oxytocin, 29–30
P
- page view counts, 272
- paid research tools, 90–92
- paid SEO, 281
- Pantone Matching System (PMS), 167
- parallel distribution channels (competitive channels), 328
- Parks, Rosa, 300
- Pascual, Alexandre, 162
- pass-along, 173–174
- passive income, 192
- Patagonia, Inc., 180
- Pathmatics, 94
- pay-per-click (PPC) ads, 136
- percentage of revenue, 109
- persona, creative brief, 166
- personality theory
- personalization, 49. See also direct marketing
- personalized emails, 248
- persuasion, power of, 148–149
- Philanthropic Impact, 190
- philanthropic marketing, 40
- phrase match setting, Google Ads, 282
- Picture Superiority Effect, 153
- Pinterest, 164, 185–186
- Pipedrive, 238
- playable ads, 205
- PLOS ONE journal, 22
- PMS (Pantone Matching System), 167
- podcasts
- polls, 80, 95, 307
- POP (point of purchase) advertising, 331–333
- positioning strategy, 73–74, 141–142
- Power of Habit, The (Duhigg), 300
- PPC (pay-per-click) ads, 136
- price anchoring, 113–114
- price lining method, 113
- pricing strategies
- print advertising
- print direct marketing
- proactive customer service, 44–45
- Procter & Gamble, 194
- produced spots, 223
- product
- product development
- professionalism, marketing content, 149–150
- Proformex, 302
- promises
- promotions, 107, 121, 193, 361
- prospecting
- protecting consumers, 24
- psychology of choice
- psychology-based pricing strategies, 112–114
- public relations, 135
- purchasing guides, 258
- purpose
- pyramid marketing (multilevel marketing), 326
Q
R
- radio advertising
- RafflePress, 196
- reciprocity, social influencers, 37–38
- Reddit, 53
- referral marketing, 68, 300–301
- REI, 331
- religious tenets, for building brand loyalty, 18–19
- research. See also surveys
- browsing data files, 95–96
- competitor research, 93–94
- following relevant blogs, 81
- interviewing lost customers, 96–97
- monitoring social media, 79–81
- observing customers, 92–93
- overview, 77–78
- paid research tools, 90–92
- social trends in market, 97–98
- testing marketing materials, 96
- trend report, 95
- trends, 81–83
- web analytics, 97
- research findings, 259
- Resources page, 259
- retargeting platforms, 139
- return on investment. See ROI
- return policies, 24
- reward vs. loss shopping, 31–32
- rewarding customers, 24
- ROI (return on investment)
- role-model marketers, 94
- rotating slide shows, Facebook Messenger, 205
S
- SaaS (Software as a service), 65
- sales force organization and management, 353–356
- sales intelligence software, 338
- sales pipeline, 347
- sales win rate formula, 109
- Salesforce Connected Shoppers report, 51
- Satmetrix, 88
- Savers thrift store, 15
- scale problems, 354
- scarcity
- Search Engine Journal, 290
- search engine optimization. See SEO
- search engine results pages (SERPs), 280–281, 318
- second party data, 234
- selective distribution strategy, 327
- Semrush, 95, 283, 290
- sender scores, 233, 245, 338
- SEO (search engine optimization), 254, 316, 318
- Amazon, 325
- blogging for, 287–288
- content marketing, 135
- earned links, 283–285
- Google Ads, 288–292
- Google My Business, 292–294
- Google Search Console, 282
- keywords, 281–283
- landing pages, 286–287
- organic SEO, 281
- overview, 279–280
- paid SEO, 281
- remaining relevant and current, 295–296
- search engine results pages, 280–281, 318
- tagging, 285
- serotonin, 30
- SERPs (search engine results pages), 280–281, 318
- service recovery, 353
- session duration, 271–272
- 7 Habits of Highly Effective People, The (Covey), 144
- Seventh Generation, Inc., 123
- Shakira, 146
- Share a Coke campaign, 146
- shelf space, negotiating, 328
- ShipStation, 51
- Shopify, 321
- shoppable TV ads, 221
- shopping cart fulfillment rates, 319
- shrinking market, responding to, 64–65
- Siege Media, 269–270
- simple ROI, 364
- simplicity, 171
- situational analysis/summary, 127
- Smart Mode, Google Ads, 288
- SME (subject matter expert) status, 345–346
- Snapchat, 202
- social influencers
- social listening tools, 80–81
- social media
- advertising, 202–206
- automated customization, 198–199
- brand communities on, 53
- challenges of, 176
- content marketing, 135
- digital dashboard and content deployment, 186, 199
- Facebook, 177–182, 202–206
- Instagram, 183
- LinkedIn, 183–185, 208–209
- Pinterest, 185–186
- plans for, 176
- as research tool, 79–81
- Twitter, 182–183
- YouTube, 206–208
- social proof and trust, 37, 240
- social trends in market, monitoring, 97–98
- Software as a service (SaaS), 65
- sponsored content
- SpyFu, 283, 285, 316, 318
- Square Online, 321
- Squarespace, 321
- Staples, 75
- Starbucks, 15
- State Farm, 55
- static content, 275
- Statista, 50, 71, 161, 222
- stickiness (dwell time), 261, 268
- sticking power, 148
- stock photography, 278
- stopping power, 144
- strengths, SWOT analysis, 116
- subject matter expert (SME) status, 345–346
- superego, 35
- surveys
- survival shopping
- SWOT analysis
- Synchrony Bank, 162
- System Pavers direct marketing example, 242–244
T
- tagging, 285
- Tanner, Bryce, 256
- TaskRabbit, 122
- technology
- telemarketing, 251–252
- television advertising
- testimonials, 145, 264
- testing
- text marketing
- third party data, 234
- threats, SWOT analysis, 118–119
- TikTok, 202
- time to market, 72
- time-period forecasts, 132
- title tags, 285
- Tomory, Matt, 52
- TOMS shoe company, 40
- Top 10 Best Website Builders, 51
- Top10.com, 238
- Trade Show News Network (TSNN), 311
- trade shows
- transparency and honesty
- Traveling Creative Workshop, 172
- trend report, 95
- trends, 81–83
- Trident, 161
- triggered emails, 247–248
- triggers of choice, 22–23
- trust equity
- TSNN (Trade Show News Network), 311
U
- Uber, 122
- Udemy, 192
- UGC (user-generated content)
- unconscious mind
- unique page views, 272
- unique selling propositions (USPs), 30, 72
- United Nations Conference on Trade and Development, 9
- University of Winnipeg, 157
- Upside Down Digital, 256
- U.S. Census Bureau, 71
- user acceptance testing (beta testing), 66–67
- user photos, 146
- user-generated content. See UGC
- Usnik, Toby, 40, 190
- USPs (unique selling propositions), 30, 72
V
W
- wannabe identity
- Warner, Ty, 68–69
- WatchMyCompetitor, 95
- Wayfair, 146
- weaknesses, SWOT analysis, 117
- web analytics, 97
- web identity, 262–266
- webinars
- Website Builder Expert, 321
- website building
- calls to action, 255
- critical content categories, 75
- design, 257, 266–269
- easy-to-follow navigation, 255–257
- goals, 255
- how-to guides, 258
- keeping content fresh and timely, 273
- KPIs, 269–272
- landing page, 254–255
- overview, 253
- product comparisons, 258
- promoting interaction, 260–261
- purchasing guides, 258
- quality imagery, 277–278
- relevance, 261–262
- research findings, 259
- Resources page, 259
- surveys, 274–275
- verifiable information, 273–274
- videos, 260
- web identity, 262–266
- website builders, 276–277
- white papers, 258
- website visitor identification software, 338
- WhatsApp, 47
- white papers, 258
- wishful thinking, 172
- Wix website builder platform, 268, 321
- wording
- WordStream, 213
- writing tips
Y
Z
- Zaltman, Gerald, 172–173
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