Marketing For Dummies
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Marketing For Dummies

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The classic, bestselling marketing guide, updated for the digital era Marketing For Dummies, 5th Edition is the ultimate handbook for boosting your business. Whether you're a small mom-and-pop shop, a local nonprofit, or a mid-size business looking to grow, the right marketing approach can make your company or organization stand out from the crowd. This book shows you how to find, reach, and engage with your customers in a way that brings in business. This new edition, updated to align with the latest marketing revolution, introduces you to essential techniques including search engine, guerilla, global, and behavior marketing. You'll learn where to find your people, and how to give them what they want how they want it using behavioral techniques. You'll discover inexpensive online marketing and promotion tools, proving that budget doesn't have to be an insurmountable obstacle. You'll find up-to-date marketing plans, resources, and examples throughout to help you get out there and get your business noticed today! Today's marketing treats every aspect of customer interaction including customer service and the product itself as an opportunity to grow.
This book shows you how to harness the power of these techniques to drive traffic, boost sales, and move your business forward. * Turn web visibility into real-world traffic and sales * Reach the right people at the right time * Develop a cohesive marketing plan for any budget * Source locally, market dynamically, and connect with your community Whether you're looking for fundamental marketing skills, seeking guidance on social media and analytics, or need a full-blown comprehensive web marketing strategy, this book has you covered. Marketing For Dummies, 5th Edition helps you open the door to a new, more successful phase of business.
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Product details

  • Paperback | 416 pages
  • 189 x 234 x 20mm | 546g
  • New York, United States
  • English
  • 5th Edition
  • 1119365570
  • 9781119365570
  • 66,814

Back cover copy

Marketing strategies to build brands and ROI Master today's channels: social, mobile, print, video and more Apply psychology to win loyalty and lifetime value

Market masterfully with today's techniques!

Marketing has undergone a revolution. Make the most of every marketing dollar with the proven advice in this book! Whether you're a mom-and-pop business, a nonprofit with a strict budget, a global brand, or a mid-size enterprise looking to grow--this book is for you! Practical, beneficial tips and techniques will help you find, reach, and engage your customers in ways that generate sales and success. Discover how to apply search engine optimization, guerilla, global, and behavior marketing, use social media and analytics, and more, whether your budget is large or limited.

Inside ... Create the perfect marketing plan Apply the psychology of choice Learn the value of imagination Master digital tools & tactics Build a sustainable brand Nail pricing and selling strategies Manage and use data for personalization
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Table of contents

Introduction 1


About This Book 2


Foolish Assumptions 2


Icons Used in This Book 3


Beyond the Book 4


Where to Go from Here 4


Part 1: Marketing in a Consumer-Driven World 5


Chapter 1: Understanding Consumers Today and What Matters Most 7


Coming to Terms with the State of the Consumer Mind 9


Addressing the Generation Gaps 9


Creating Trust Equity among Today's Consumers 12


Defining a common purpose 13


Building relationships with customers 15


Improving Customer Experiences for Sustainability 16


Guiding the decision process with customer experience planning 17


Creating powerful experiences beyond the sales process 18


Pushing Boundaries with Guerilla Marketing 20


The Fun Theory 21


Other guerilla marketing examples 22


Guerilla marketing and community building 23


Chapter 2: The Psychology of Choice and How to Trigger It for Lifetime Value 25


The Unconscious Mind: The Real Driver of Consumer Choice 26


The influence of schemas and the unconscious mind 26


The conscious and unconscious minds often disagree 27


Psychological Drivers That Drive Sales 29


Neurotransmitters and how they affect choice 29


Moving from USPs to ESPs 31


Rewards versus loss 32


Survival insticts 32


Understanding the basics of human psychology 33


Aligning with Powerful Social Influencers 35


Authority 36


Social proof 36


Reciprocity 37


Scarcity 38


Appealing to Consumers' Happiness and Purpose 39


Putting It All Together 42


Chapter 3: Laying a Foundation for Growth 45


Measuring the Growth Rate of Your Market 46


Responding to a Flat or Shrinking Market 47


Finding Your Best Growth Strategies 48


Go to market 49


Grow what you have for higher profitability 50


Growing a Market Segmentation Strategy 54


Customer segments 55


Niche marketing 56


Developing a Market Share Strategy 56


Define your metrics 56


Establish a benchmark 56


Do the math 58


Designing a Positioning Strategy 58


Envisioning your position: An exercise in observation and creativity 59


Aligning your positioning strategy with growth initiatives 59


Growth Hacking to Build Leads and Market Share 60


Search 60


Build links 61


Fish for emails 61


Try tripwires 61


Hire a growth hacker 62


Selling Innovative Products 62


Part 2: Building a Strategy for LTV and ROI 63


Chapter 4: Researching Your Customers, Competitors, and Industry 65


Knowing When and Why to Do Research 66


Monitoring social chatter to better understand your customers 66


Following thought leaders to get current with reality 69


Researching to discover what really drives your customers 71


Asking questions that get valid results 73


Checking Out Net Promoter Scores and How to Find Yours 75


Asking Really Good Questions on Surveys 76


Writing ESP Surveys 78


Paying Wisely for Market Research 80


Discovering Low-Cost and Even Free Ways to Find Out What Matters Most 81


Observe your customers 82


Do competitive research 83


Harness the power of one-question surveys 84


Establish a trend report 85


Probe your customer records 86


Test your marketing materials 86


Interview defectors 87


Create custom web analytics 87


Riding a Rising Tide with Demographics 88


Chapter 5: Creating a Winning Marketing Plan 89


The Marketing Plan Components You Need 90


First, the basics 90


Now a bit more complex concepts 91


And now some even bigger questions 92


Addressing the Four Ps 92


Conducting a SWOT Analysis 93


Focusing on Functional Alternatives 95


Why Collaboration Matters So Much 96


Teaming up on CSR 97


Building kinship, not just relationships 98


Expanding Your Target 100


Monitoring and reacting to trends 101


Developing the customer experience 101


Creating a Working Marketing Plan 102


Mapping Out Your Action Steps 104


Step 1: Complete a situational analysis/summary 104


Step 2: Establish your benchmark 104


Step 3: Define your goals 105


Step 4: Take note of lessons learned 105


Step 5: Outline your strategy 105


Step 6: Commit to action items 106


Step 7: Build learning plans 107


Keeping It Real: Do's and Don'ts of Planning 108


Don't ignore the details 108


Don't get stuck in the past 108


Don't try to break norms 108


Don't engage in unnecessary spending 109


Do set reasonable boundaries 109


Do break down your plan into simple subplans 109


Preparing for Economic Influences 110


Budgeting Your Game 111


Managing Your Marketing Program 113


Projecting Expenses and Revenues 113


Buildup forecasts 114


Indicator forecasts 115


Multiple-scenario forecasts 115


Time-period forecasts 116


Creating Your Controls 116


Chapter 6: Content Marketing and Marketing Content 117


An Overview of Content Marketing 118


Creating content that delivers 120


Channeling your content 121


Creating a Credible Content Marketing Plan 122


Taking Advantage of User-Generated Content 125


Flipping to Marketing Content 126


Content Marketing Writing Tips for Better Results 128


Try the inverted pyramid 128


Toss out some click bait 129


Give ads greater stopping and sticking power 131


Be consistent 132


Be as persuasive as possible 133


Be professional 134


Part 3: Creating an Omni-Channel Plan 137


Chapter 7: Creative That Engages the Mind 139


Creating Compelling Creative 140


Conducting a creativity audit 140


Changing (almost) everything 141


Applying Your Creativity 142


Building your creative strategy 143


Color your creative psychologically 144


Words, copy, and click bait 147


Writing a Creative Brief 149


Goals 149


Promise and offer 149


Support statement 150


Tone or persona statement 150


Emotional drivers 150


Wannabe profiles 151


Color palette 151


Golden triangle pattern 151


Constraints 151


Execution 152


Applying Creativity to Branding and Much More 153


Creativity and product development 153


Creativity and branding 154


Simple ways to spark new ideas 156


Making creativity a group activity 157


Managing the creative process 161


Elevating your creative thinking 163


Chapter 8: Digital Tools and Tactics That Work 165


Exploring Digital Channels You Can't Ignore 167


Using Facebook for Engagement That Builds Sales 167


Developing a successful Facebook plan 169


Creating content that gets response, dialogue, and leads 172


Advertising on Facebook 173


Building Your Twitter Presence 174


Igniting Your Social Presence on Instagram 175


Expanding Your Network through LinkedIn 175


Groups 176


Engagement 177


Promoting Your Brand with Pinterest 177


Discovering Digital Tools That Drive Brands 178


Podcasts 179


Webinars 181


Videos 183


Online review sites 186


Fun and games work, too 187


Advertising on the Web 189


Search-term marketing 189


Google AdWords for ads as text, banners, and more 190


Getting the most out of each format 191


Using Automated Customization to Work Smarter and Faster 192


Chapter 9: Using Print in a Digital World 195


Creating Printed Marketing Materials 197


Exploring elements of successful print materials 197


Designing print materials that capture attention and sales 198


Working with a professional designer 199


Using online sources for design services 201


Doing the design on your own 201


Figuring out why fonts matter 202


Using flow for engagement and clarity 206


Producing Effective and Efficient Print Collateral 207


Designing fliers for grounded results 207


Developing brochures and self-mailers with specific marketing goals 208


Drafting an effective layout for your print brochure 209


Placing Print Ads That Generate Leads 210


Cheap but powerful publications 212


Ad size 214


Ad impact 215


Part 4: Powerful Ways to Engage for LTV and ROI 217


Chapter 10: Going Direct with Data, Personalization, and Sales 219


Understanding the Metrics of Direct Marketing 220


The Basics of Direct Marketing 222


Getting direct about direct marketing 224


The more you do, the more you get 225


Digging Deeper into Data 225


Using a CRM system 226


Putting DMPs and DSPs together for ROI 228


Creating Direct Campaigns for Direct Profitability 231


Messaging matters 231


Outside matters 232


Actions that matter 233


Mailing tips 234


Purchasing lists 235


Going Direct with Email 237


Triggered email 239


Personalized email 240


Testing direct 241


Maximizing direct response online 243


Integrating Call and Chat Centers 244


Making use of phone time 245


Capturing useful information about each caller 245


Telemarketing: To call or not 245


Chapter 11: Building a Website That Engages and Sells 247


Creating and Managing a Web Identity 248


Understanding what consumers expect 249


Standardizing your web identity 250


Creating an Engaging Website 251


Watching your KPIs 252


Making content king on your website 255


Driving traffic with content 256


Integrating Key Design Elements 259


Using the golden triangle 259


Developing your web persona 260


Going from design concepts to an actual website 261


Driving Traffic via SEM and SEO 263


Creating Landing Pages, Blogs, and More 266


Using landing pages effectively 266


Using blogs to build brands, not bog them down 268


Monetizing Your Web Traffic 269


Pay per impression 270


Pay per click 270


Chapter 12: Leveraging Networks and Events 271


Harnessing the Power of Social Hives 271


"Face" your customers: Events that inspire engagement, loyalty, and referrals 273


Mix it up to create interest and ROI 276


Launching Your Own Public Event 276


Hosting events with meaning 277


Funding and monetizing your event 277


Getting help managing your event 278


Sponsoring a Special Event 279


Hosting and supporting cause-related campaigns and events 279


Sponsoring a cause-related event 280


Finding a good fit 281


Maximizing Trade Show ROI 283


Building the foundation for a good booth 284


Locating trade shows 285


Selecting space on the expo floor 285


Doing trade shows on a dime 286


Getting people to your booth 286


Offering premiums or "swag" that works 287


Part 5: Building a Brand That Sells Again and Again 289


Chapter 13: Making Your Brand Stand Out 291


Building Sustainable Brand Equity 292


Brands defined by service 292


Brands defined by experiences 293


Brands defined by product distinctions and innovation 294


Telling Your Brand's Story 295


The characters 296


The plot 297


The climax 297


Branding Your Identity 298


Unifying your brand identity 298


Developing your brand's iconography 299


Identifying your brand's personality traits 300


Developing brands within brands 302


Updating your brand 303


Designing a Product Line 304


Eyeing depth and breadth 304


Managing your product line effectively 305


Protecting your product line and brand 306


Strengthening an Existing Product 307


Introducing New and Successful Products 308


Partnering with experts to build new products 308


Getting insights from customers 310


Using the significant difference strategy 310


Upgrading or Expanding an Existing Product 311


Passing the differentiation test 311


Passing the champion test 312


Branding across channels 312


Chapter 14: Finding the Right Pricing Approach 313


Pricing Opportunities and Obstacles 313


Raising your price and selling more 314


Avoiding the dangers of deep discounting 315


Exploring the impact of pricing on customers' purchases 315


Increasing profits without increasing prices 316


Setting or Changing Your List Price 317


Step 1: Consider all the influencers 318


Step 2: Examine your costs 318


Step 3: Evaluate customers' price preferences 319


Step 4: Consider secondary influences on price 320


Step 5: Set your strategic objectives 320


Step 6: Master the psychology of pricing 321


Designing Special Offers 323


Creating coupons and other discounts 323


Figuring out how much to offer 324


Forecasting redemption rates 325


Predicting the cost of special offers 326


Keeping special offers special 327


Staying on Top of U.S Regulations 328


Chapter 15: Distribution and Merchandising in an Augmented World 329


Considering Distribution Strategies 330


Shelf strategies to avoid getting benched 332


E-commerce channels pros and cons 333


Tracking Down Ideal Distributors 335


Understanding Channel Structure 336


Reviewing Retail Strategies and Tactics 338


Attracting traffic 338


Creating atmosphere 339


Developing merchandising strategies 340


Chapter 16: Succeeding in Sales and Service 345


Selling for a Lifetime 346


Calculating lifetime value 346


Understanding the importance of customer loyalty 348


Selling for Sustainability 348


Subscription and retainer-based selling 348


Selling channels 350


Getting to Yes via ESP Selling 354


Generating sales leads 355


Purchasing lists for B2B lead generation 357


Consultative selling 358


Creating sales presentations with ESP power 360


Responding to problems 362


Organizing Your Sales Force 363


Determining how many salespeople you need 363


Hiring your own or using reps 363


Compensating your sales force 365


Retaining Customers with Great Service 365


Part 6: The Part of Tens 367


Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them) 369


Making Assumptions 369


Ignoring Customer Complaints 370


Faking Popularity 370


Using Dirty Data 370


Competing on Price 371


Ignoring the Emotional Drivers of Choice 371


Forgetting to Edit 371


Offering What You Can't Deliver 371


Treating Customers Impersonally 372


Blaming the Customer 372


Chapter 18: Ten Ways to Measure Results (Beyond ROI) 373


Establish Clear Objectives 373


Tie Your Metrics to Your Objectives 374


Set Learning Priorities 374


Establish a Target ROI 374


Know Your Customer Lifetime Value 375


Know Your Allowable Customer Acquisition Cost 375


Establish Benchmarks 375


Turn the Funnel Upside Down 376


Adjust Your Funnel Benchmark Assumptions When You Have Real Data 376


Avoid the Dashboard Trap 376


Index 377
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About Jeanette Thomas McMurtry

Jeanette McMurtry, MBA, is a global authority, columnist, and keynote speaker on consumer behavior and psychology-based marketing strategies. Her clients have included consumer and B2B enterprises ranging from small start-ups to Fortune 100 brands. A marketing thought leader, she has contributed to Forbes, CNBC, Data & Marketing Association, DM News, and Target Marketing magazine.
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