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Sticky Marketing

Why Everything in Marketing Has Changed and What to Do about It

Grant Leboff

Kogan Page, 2011

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As the subtitle of this book states, “everything in marketing has changed.” Marketers should no longer concern themselves with the previously undisputed principles of unique selling propositions (USPs), client benefits, positioning, local competition and even superior service. Social networks have redistributed power into the hands of the consumer. Now, to make your brand attractive, you must take the focus off the transaction and provide value, create an experience and join in the online conversation. Grant Leboff thoughtfully outlines the new, “sticky” method of marketing, explaining why “customer engagement” reigns supreme. He lays out the ABCs of “sticky marketing,” including helpful summaries at the conclusions of each chapter. getAbstract recommends that all marketers give this a thorough read and refer to it often.

Summary

Business as Usual? No Such Thing!

Since the introduction of the Internet, the ways that a company interacts with customers, conducts business, and markets products and services have completely changed. Not since the invention of the printing press has an industrial advance so revolutionized communication. The printing press allowed one person to communicate with many. Subsequent technological advances, such as radio and television, elevated this capacity. The Web provides “many-to-many” communication. Companies that first recognized this new outreach quickly surpassed those that didn't, no matter how big or established their brands. For example, Yellow Pages was the search destination of choice for nearly a century; Google now dominates online searches.

In “one-to-many” communications, those who controlled or had access to a media distribution channel, such as television, radio or newspapers, were in charge of the content circulated to the masses. Those who sold products and services bought access by purchasing advertising time or space. Receivers of the information had few ways to respond. Now, the Internet provides everyone with a channel of communication. Individuals...

About the Author

Grant Leboff wrote the bestseller Sales Therapy. He is on the advisory council of The Global Marketing Network and has contributed articles to the Daily Telegraph, The Independent and the Financial Times,

Sticky Marketing

Why Everything in Marketing Has Changed and What to Do about It

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Business as Usual? No Such Thing!

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