Cover -- Title Page -- Copyright -- Contents -- Preface: Marketing Is on Fire -- Part One Connect With Your Customers - Now -- Chapter 1 The New Marketing Landscape: To Survive Here, You Need to Be Able to Deal with Complexity and Speed -- Tectonic Shift #1: More Media, Devices, and Disruption -- Tectonic Shift #2: The Data Deluge -- Tectonic Shift #3: The Infrastructure Goes Global -- Tectonic Shift #4: Digital Channels Create Opportunities for Companies of All Sizes -- Tectonic Shift #5: The World Moves Faster Than Ever -- Tectonic Shifts Drive Crucial Changes in Consumer Behavior -- What Does an Empowered Consumer Mean? -- Marketing Isn't a Mystery Anymore -- Meet the Me Economy -- What Do These Shifts and Trends Mean to You? -- Chapter 2 Customer Connections: The Basic Concept Remained Unchanged for Hundreds of Years-Until Now -- Connections Exist at Many Levels -- The Core Elements of a Connection -- Experience: How People Feel-Emotional and Experiential Connections -- Engagement: What People Do-Transactions as Connections -- Customer Connections in the Current Era -- A Confluence of Capabilities Opens New Doors -- As Always, Knowledge Is Power -- Chapter 3 Atomic Moments of Truth: They're Small and Plentiful, and Have the Power to Make or Break Your Brand -- The Power to Create or Destroy Value -- Know an Atomic Moment of Truth When You See One -- A Closer Look at Atomic Moments of Truth -- The Moment Is Momentous -- The Moment Starts with Customer Awareness -- Understand the Value in Play -- Invest the Appropriate Time and Money -- Building Blocks for Managing Atomic Moments of Truth -- Inspiring Hotel Happiness -- Chapter 4 The Amplification Effect: Multiply the Power of Experience × Engagement -- Defining Experience × Engagement -- Where Do You Find Experience and Engagement? -- Applying the Amplification Effect.

What Is an Actionable Brand Idea? -- A Closer Look at an Actionable Business Idea -- The Impact of Timing on Experience × Engagement -- Measurement: Beyond Return on Investment -- The Shortcomings of ROI -- Turning Knowledge into Strategies -- Chapter 5 A Closer Look at ROE2: Get a Clear Summary of ROE2-and a For-Mere-Mortals Look at the Math Behind It -- The Promise of ROE2 -- A Closer Look at Returns-the Final Result -- A Look Ahead at How ROE2 Triggers Better Business Outcomes -- Chapter 6 Strategies for Transformation: Clear, Achievable Next Steps Help You Start Igniting Customer Connections Now -- Rethink Measurement -- Organize around the Customer, Not Products or Channels -- Establish a Consistent Marketing Process -- Use Technology to Enable, Not Distract -- Make Your Transformation a Reality -- Part Two ROE2 Research and Insights -- Chapter 7 Executive Insights: Dunkin' Donuts: How This Iconic American Brand Connects with Its Customers -- Chapter 8 ROE2 in the Grocery Aisles: How Do Emotion and Experience Influence Grocery Consumers? -- The Link between Emotion and Experience -- A Personal, Emotional Connection Matters -- Emotion Pays -- More Trust Means More Share of Wallet and Brand Commitment -- Emotions Can Outweigh Logical Reasoning -- More Emotional Connections = More Equity -- Common Ground at the Extremes -- Price versus Emotion -- Emotion and Experience as Differentiators -- Chapter 9 Executive Insights: JCPenney: How JCPenney Uses Loyalty to Inspire Engagement -- Chapter 10 ROE2 in Hospitality: How Does Experience Impact How Consumers Choose Hotels? -- Experience Impacts Business Outcomes -- Experience Creates Emotion, and Emotion Fuels Engagement -- The Connection between Experience, Emotion, and Engagement -- Key Driver #1: Alignment with Image and Personal Values -- Key Driver #2: Recognition for Loyalty.

Key Driver #3: Perception of Stature -- Customer Experience: Creating the Highest Levels of Brand and Business Equity -- Long-Term Commitment: The Ultimate Goal -- Chapter 11 Executive Insights: Angie's List: Find Out How Angie's List Keeps Its Members Engaged with Its Brand -- Chapter 12 ROE2 Hits the Road: What Drives Consumer Behavior When Buying a Car? -- What Drives Consumer Behavior? -- Functionality Doesn't Motivate -- Intent to Repurchase -- The Dealership Must Deliver on the Promise -- The Impact of Recalls -- Commitment to the Dealership (Service) -- Positive Experiences × Meaningful Engagements = Dealership Commitment -- The Amplification Effect in Action -- Part Three An ROE2 Primer -- Chapter 13 Content: Connecting with More Customers Starts with More (and More Relevant) Content -- Content and ROE2: The Content Connection -- Content Defined -- How Has Content Evolved? -- Key Content Trends -- Content Challenges -- Content Advice for Marketers -- Tap the Power of Content Marketing -- Chapter 14 Channels: More Paths Than Ever Lead You to Your Audience-But Reaching Them Is Just the Beginning -- Channels Defined -- Take a Closer Look at Digital Channels -- What Does Cross-Channel Marketing Mean to the Consumer? And to You? -- Interactions Create the Consumer Experience -- How Have Customer Expectations Changed? -- What Makes a Great or Terrible Customer Experience? -- Key Channel Trends -- Channel Challenges for Marketers -- Strategies for Improving Customer Experiences across Channels -- Channels Are Ever-Evolving-Just Like Your Work to Master and Maximize Them -- Chapter 15 Measurement and Segmentation: Segment Your Customers and Measure Your Results, Accurately and Consistently -- A Renewed Focus on Measurable Results -- Important Elements We're Trying to Understand -- It's Really about Marketing Investment Allocation.

The Changing Landscape of Measurement and Segmentation -- Five Trends in Measurement -- Five Measurement Strategies -- Measurement and ROE2 -- Chapter 16 Technology: The Technologies That Empower ROE2 Are Available, Implementable, and Incredible -- What Technologies Enable ROE2? -- A New Development-the Marketing Cloud -- Marketing Clouds Explored -- Chapter 17 Big Data: What Do Marketers Need to Know about Big Data? -- Big Data Will Help You Create More Relevant Customer Connections -- Big Data Allows You to Be More Proactive in Delighting and Surprising Your Customers -- Big Data Enables You to Make Better Decisions Faster Than Ever Before -- The Emerging Internet of Things Will Create Even More Big Data Opportunities -- Marketers Will Need New Skills to Leverage Big Data to Connect Better with Their Customers -- Chapter 18 Online Marketing/Advertising Technology: What Marketers Need to Know about This Key Area -- It's All about the Audience -- The Audience Is All about Data -- Enabling Data for Use Online Requires Technology -- Privacy, Privacy, Privacy -- Don't Forget the Power of People -- Chapter 19 Putting Technology to Work: Strategies for Implementing ROE2 Technology Successfully -- Create a Partnership between Information Technology and Marketing -- Develop a Consistent Master Data Management Strategy -- Know That Implementing Technology Is Always Harder Than It Seems -- Beware of Bright, Shiny Solutions -- Find the Right Starting Point -- Technology Enables, but It Isn't Everything -- Chapter 20 Consumer Privacy: Address This Critical Issue with Transparency, Knowledge, Respect, and Responsibility -- Why Is Privacy an Issue? -- Why Gather Data? -- What Should Your Company Be Doing? -- Transparency: For the Good of Your Company and Our Industry -- Respect: For Your Customers -- Knowledge: For Your Company.

Responsibility: For Security and More -- Stay True to Your Principles -- Chapter 21 A Few Final Words on ROE2: Before You Start Igniting Your Customer Connections -- Acknowledgments -- About the Author -- Index -- EULA.