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With the boom of e-commerce and social

media, companies no longer hold primary

control over their brand message. They now

share that power with customers.

That shift means companies must create agile

marketing campaigns that solicit the feedback

and participation of key influencers. In this new

day and age, businesses and their customers tell

the story collectively—advertising is passé; welcome

to Storytizing.

Storytizing explains how marketing professionals

can employ sophisticated new tools to

better understand how brand messages proliferate

and who helps shape them. Using interviews,

anecdotes and lessons generated through his vast

experience with Fortune 500 leaders, Pearson

shows how firms can identify the customers and

trends that shape their brand’s story. Through

those insights, Storytizing will help companies:

» Develop an Audience Architecture that

provides a predictive view of how to align your

story with your audience, as well as show how

messages evolve in real time

» Use sophisticated tools and big data to

segment the market into those who lead, those

who share and those who “lurk and learn”

» Deploy similar tools to help transform your

employees into influential brand ambassadors

» Learn from the experiences of peers, with

contributions from some of the world’s top

marketing professionals

In his first book, PreCommerce, Pearson

showed that companies must engage directly

with customers. Now this book lays out the increasingly

sophisticated strategies companies

must deploy to create, shape and sustain their

brand message in this new Storytizing era.

© 2019 1845 Publishing (Ebook): 9780999662335

Tanggal rilis

Ebook: 15 Januari 2019