Stickier Marketing: How to Win Customers in a Digital Age, Second Edition

  • 5h 38m
  • Grant Leboff
  • Kogan Page
  • 2014

The internet has revolutionized the way brands interact with their customers. In order to gain customers’ attention and improve their engagement, companies need to provide personalization and become a trusted source of information.

Stickier Marketing offers a set of rules for effective communications in the digital age by asking “not what your marketing can do for you, but what your marketing can do for your customer.” Grant Leboff argues that it is not "return on investment" that matters but "return on engagement," not unique sales point (or USP), but customer engagement point (CEP), that will make the difference in today's cluttered marketplace. He covers four areas of CEP, which include partnerships, content, market positioning and emotional selling proposition, and encourages user generated content (UGC).

This second edition has been thoroughly updated and includes three new chapters that focus on content, discovery and the mobile revolution.

About the Author

Grant Leboff is the founder of Sticky Marketing Ltd., a consulting firm that advises clients on sales and marketing strategies, building their brand and positioning it as market leader in their particular sector. A regular speaker at conferences around the world, he is also a contributor to many business magazines and newspapers including The Financial Times. He is also the author of the book Sales Therapy: Effective Selling for the Small Business Owner (Wiley).

In this Book

  • Stickier Marketing—How to Win Customers in a Digital Age, Second Edition
  • What the Sex Pistols Taught Me About Marketing
  • Printing Press to World Wide Web
  • Scarcity to Abundance
  • Transactions to Engagement
  • Benefits to Problems
  • Products to Experiences
  • Unique Selling Point to Customer Engagement Points
  • Messages to Conversations
  • Image to Reputation
  • Controlling to Sharing
  • Advertisements to content
  • Broadcast to Discovery
  • Static to Mobile
  • Customers to Communities
  • Notes