I’ve enjoyed writing books and I think I’ve written some that have helped thousands of people, but this book was both a lot of fun, I got to work with two great co-authors, Lars Petersen and Chris Nash, and this book will change the world of marketing.
Connect is the marketer’s guide to becoming more relevant, effective, and successful within the new marketplace.
Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at key points throughout the marketing lifecycle. The book’s scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the dynamic, new world where digital customer experiences are increasingly important.
Marketing is undergoing a revolution to rival the impact of Gutenberg’s printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be “sold” or “managed.” Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners’ world to learn the approach that’s engaging the new consumer.
Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.
Available from J Wiley Press in September, 2014