Marketing For Dummies

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.

Auteur

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.

Résumé
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 wanthow they want itusing 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 interactionincluding customer service and the product itselfas 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.

Contenu
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 Ma...