Customer-Centric Marketing: Building Relationships and Creating Advocates in the Age of the Consumer
- 2h
- Aldo Cundari
- John Wiley & Sons (US)
- 2015
Customer-Centric Marketing is a comprehensive game plan on succeeding in the new marketing landscape by focusing on the customer. Written by one of Canada's top communications pioneers, this book examines the complex forces influencing the rise of empowered and demanding customers and outlines a framework that helps marketers exploit these forces to engage them. You'll find actionable advice to help you pull together these seemingly independent elements to create a customer-centric business model that is ideally positioned to take on the dynamic requirements of today's marketing environment, and learn the strategic rules that CMOs can use to model their organizations to win. Valuable insights on customer experience, innovation, content, social media, and operating strategies will help you formulate a workable plan, and when combined with the practical guidance and expert advice, enable you to put your plan into action today.
The new purchasing journey has created a whole new set of customer touch points with unique needs, and has identified key activity areas that drive success or failure in the marketplace. This guide helps you sort it all out, and make your organization rise to the top.
- Define the new customer-purchasing journey
- Identify and influence the new consumer
- Engage, nurture, and utilize brand advocates to spread your message
- Position your organization to win in the new marketplace
As customers evolve, smart companies evolve with them, and, with a track record that speaks for itself, putting the customer at the center of strategic thinking is the key to a winning plan,. Consumer evolution is happening more rapidly than ever before, and keeping your organization out in front has never been more important. Customer-Centric Marketing provides the concrete framework, expert insight, and actionable advice that turns strategy into reality.
About the Author
Aldo Cundari is the founder and CEO of Cundari Group Ltd., one of Canada's largest independent communications company. Aldo has established an ever-increasing client base, always with an emphasis on the integrated, omnichannel communications approach he pioneered in 34 years ago. Cundari Group has won numerous Cannes Lions for both traditional and digital advertising campaigns. Cundari recently had two campaigns listed in the WARC 100, The Smartest Marketing Campaigns in the World, which ranks the world's best campaigns, based on their performance in effectiveness and strategy competitions. In all, Cundari has won hundreds of awards, both locally and internationally. Aldo Cundari sits on the board of directors of the Canadian Marketing Association (CMA), and is a Judging Chair of the CMA Awards, and co-chair of the CMA 2012 National Convention. He is a frequent speaker on marketing and customer centricity.
In this Book
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Customer-Centric Marketing─Build Relationships, Create Advocates, and Influence Your Customers
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Prelude
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The Shoemaker’s Story
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The Age of the Customer─How Did We Get Here?
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Carpe Diem─The CMO Dilemma
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Customer Relationships Have Changed─The Decline of Brand Trust and Rise of the Brand Advocate
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From Funnel to the Journey─The New Customer Purchase Journey
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Brands Will Never Be the Same─Making Your Brand a “Beacon of Light”
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Customer Experience Strategy─Building a Customer Experience Organization
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Building Relationships with the Advocate/Sharecaster─Creating Content
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Innovation in Demanding Times─Insight is a Transformational Truth of Innovation
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The New Agency─The New Order of Creativity
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Concluding Thoughts─A New Order of Business
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Notes
