Cover -- Title Page -- Copyright -- Contents -- Acknowledgments -- Foreword -- Introduction -- Chapter 1: The 10 Essential Skills Every Marketer Needs -- Digital Has Changed the Game -- The Disruption of Marketing Continues -- We Have All Benefitted from the Disruption -- Your Amazon.com -- Business-to-Business Companies Are Players, Too -- Just Ahead: Relief and Reward -- What Do We Mean by Customer-Centricity? -- Walk in Our Customers' Shoes -- Eenie Meenie Miney Mo -- Realizing the Customer-Experience Differential -- Get Customer Experience Savvy-It Pays -- USAA Understands and Delivers -- What Do Our Customers Want from Us? -- Understand and Meet Their Needs -- Offer Relevant Interactions -- Invite Participation -- Engage Before, During, and After -- Keep It Simple -- Be Real and Be Worthy -- Be Meaningful -- How Remarkable Do We Need to Be? -- Will We Ignore Change, Grow with It, or Drive It? -- 1. Build a Successful Marketing Career -- 2. Design Valuable Customer Experiences -- 3. Find Actionable Insight in Big Data and Marketing Analytics -- 4. Employ Entrepreneurial Thinking for Discernment and Agility -- 5. Create a Winning Content Experience Strategy -- 6. Engage Customers via Social Communities -- 7. Maximize Marketing Effectiveness by Integrating Paid, Earned, and Owned Media -- 8. Drive Sales with Intelligent Customer-Engagement Platforms -- 9. Build Worthwhile Loyalty and Digital Couponing Programs -- 10. Ignite Customer-Centricity across the Organization -- What's Next? -- Consumers, Prospects, Customers, and Constituents -- Questions for Consideration -- Resources -- Chapter 2: How Organizations Are Adapting to the Customer-Centric Era -- The CCEO: Shifting Our COMPANY'S Point of View -- The CDO: Expanding Our Organization's Way of Thinking -- Design Matters in the Big Scheme of Things -- Design Matters on the Day-to-Day Level.

Design + Technology = Digital Experiences -- Design + Technology = Hybrid Experiences -- Design + GPS Technology = Location-based Experiences -- Design + Emerging Technology = Tomorrow's Experiences -- Design Includes Event Making -- The New CIO: Developing New Sources of Insight -- What's a Marketer to Do? -- Understand Our Customers Thoroughly -- Know How Our Customers Experience Our Brands -- Build Customer Relationships -- Coordinate Moving Parts and Integrate Opposites -- Be a Curious Expert -- Keep the Faith -- Questions for Consideration -- Resources -- Chapter 3: Build a Successful Marketing Career -- Me.com -- Expect a Unique Career Trajectory -- Know Thyself -- Brand or Be Branded -- Developing Our Personal Brand -- Our Networks Are Verbs -- Identifying Our Networks -- Taking Our Brands and Networks on the Road -- Getting the Most Out of LinkedIn -- Staying Current -- Joining Relevant LinkedIn Groups -- But I Want to Have a Life -- Are a Personal Blog and Website Necessary? -- Be Resourceful -- Learning in Atypical Classrooms -- Spending Time with Creative Folks -- Doing Something Creative Every Day -- Taking Time Off -- Cultivating Developmental Relationships -- Sponsorship Takes It Up a Notch -- Empowered and Vulnerable -- Questions for Consideration -- Resources -- Chapter 4: Design Valuable Customer Experiences -- Frameworks for Thinking about Customer Experience -- Generating Remarkable Experiences with Design Thinking -- An Exploratory Process That Transforms Needs into Demand -- Develop an Understanding -- Roll Up Our Sleeves -- Develop a Point of View -- Generate Possibilities -- Evoke the Power of Convergent Thinking -- Move from Insight to Impact -- Applying Design Thinking to Marketing -- Going Viral -- The Science of Behavior -- The Secret to Eliciting a Target Behavior -- Motivation -- Ability -- Trigger.

Using B = mat to Understand What Works -- B = mat Explains the Success of Instagram -- Getting Our Arms around Our Customers' Experience -- Mapping Our Customers' Journeys -- Maps, Cell Phones, and Upgrades -- Reading the Customer Journey Map -- Drilling Down: Touchpoint Analysis -- Optimizing Our Customer Experiences -- Questions for Consideration -- Resources -- Chapter 5: Find Actionable Insight in Big Data and Marketing Analytics -- The New Face of Market Insight -- What Exactly Is Big Data? -- Where Is the Insight? -- Where Does Big Data End and Small Data Begin? -- Say Good-bye to Traditional Marketing Research? -- What Are Marketers Doing with Data and Analytics? -- Developing a 360-Degree View of Our Customers -- Fill in the Blanks -- Smarten Segmentation -- Improve Targeting -- Prioritize Customers -- Identify Influencers -- Capture the Voice of Our Customers -- Measure and Optimize Our Marketing Efforts -- How Analytics Savvy Do Marketers Need to Be? -- Tackling an Analytics Project -- Build the Model -- Find the Data -- Deploy the Model -- Put Insights to Work and Measure the Impact -- Develop a Marketing Data Analytics Capability -- Big Data Means Big Responsibility -- Marketing Gets a Little Too Personal -- Taking Their Data Back -- Questions for Consideration -- Resources -- Chapter 6: Employ Entrepreneurial Thinking for Discernment and Agility -- We Are All Innovators -- Learn By Doing -- Gather Our Own Data -- Experiment in Real Markets -- Starbucks Experiments at Scale -- Forget Pro Formas -- Don't Put All Your Eggs in One Basket -- Share the Fun and the Risk -- Nothing Happens without Desire -- Sprint. Evaluate. Repeat. -- Stay Relevant -- Rethink Failure -- Resources -- Chapter 7: Create a Content Experience Strategy That Delivers -- Who Signs Our Paycheck? -- It Was Not Always This Way.

Content Marketing Focuses on Our Customers' Agenda -- What Is Old Is New -- How Do You Create Useful Content If You Sell Clothes Dryers? -- Content Marketing Works Throughout the Journey -- Where Is the Content Engine Heading? -- #Unplug, #Filter, #Spam -- Commit to Relevance -- Mobile Is Essential -- Optimize Mobile Engagement -- Mobile Apps Offer a Unique Opportunity -- Develop a Content Experience Strategy -- Aim for a Brand JournalismPlatform -- Keep Your Brand Promise in Mind -- Identify Themes, Events, and Opportunities -- Create or Curate? -- Conduct a Content Audit and Review -- Map Our Content across the Experience Journey -- Tips for Creating Relevant Content -- To Whom Is This Targeted? -- Is This Content Useful? -- Is This the Right Time? -- Is It Short and Sweet? -- Are We Using the Most Appropriate Type of Content? -- Is It Appropriate? -- Is It Better Expressed with Pictures? -- Is the Content Placement Right? -- Can We Socialize Our Content? -- Is It Sharable? -- Is It Searchable? -- Is There a Quick Way to SEO? -- Would Paid Media Expand the Reach? -- How Will This Play in Dubai? -- What about Global Search? -- Is Our Content Working? -- Can We Lengthen the Life of This Content? -- Who Is Going to Create All This Content? -- Tap Internal Sources -- Get the C-Suite Involved -- Draw from Our Broader Ecosystems -- Questions for Consideration -- Resources -- Chapter 8: Engage Customers via Social Communities -- Community Matters -- Looking for Connection, Information, and Fun? -- Have an Interest to Further Explore? -- Social Media Has Taken the World by Storm -- Social Media Has a Global Reach -- Social Media Differs Around the Globe -- Social Media Is Increasingly Visual -- Niche Is the Future -- Who Is Not Using Social Media? -- What Have We Learned? -- What Are Marketers Doing with Social Media? -- Build Awareness and Generate Sales.

Break News in Real-Time -- Enhance the Product Experience -- Improve Our Customer Service -- Crowdsource Ideas -- Amplify Our Content via Influencers -- Listen to the Market -- Fish Where the Fish Are -- Dig Deeper with Private Customer Communities -- What to Look for in a Partner -- Are Our Social Media Efforts Working? -- Assess the Health of Our Communities -- Questions -- Resources -- Chapter 9: Maximize Marketing Impact with Converged Media -- Pursue a Converged-Media Strategy -- A Closer Look at Paid, Earned, and Owned Media -- Paid Media Is Advertising -- Owned Media Is Everything We Create -- Earned Media Is the Voice of the Market -- Converged Media Mixes It Up -- MyColortopia.com: Colorful Living Made Easy -- Pepsi Pulse: Keeping a Finger on Pop Culture -- Paid Media Supports Owned Media -- Native Advertising Is Converged Media -- Recognize Native Advertising -- Does Native Advertising Deliver? -- Don't Ruin a Good Thing -- The New Kid on the Block: Mobile Advertising -- Programmed Advertising Is Making Its Mark -- Second Screening Enhances Brand Touches -- What About Print? -- Digital Signage Captures People's Attention -- Events Are Immersive Customer Experiences -- Coca-Cola Stages Small World Experiences -- Working with Agencies in a Converged World -- Questions for Consideration -- Resources -- Chapter 10: Drive Sales with Marketing Automation -- Wanted: An Intelligent and Integrated Customer-Engagement Platform -- What Is Marketing Automation? -- Can You Benefit from Marketing Automation? -- What's Inside the Black Box? -- Create a Centralized Marketing Database -- Develop an Engagement Engine -- Optimize with Analytic Capabilities -- Maximize Revenue Performance -- Prove the Value of Marketing -- Go for Broke -- Marketing Automation Supports-but Does Not Replace-Marketers -- Questions -- Resources.

Chapter 11: Craft Worthwhile Loyalty and Digital Couponing Programs.