Embedded Marketing: Creating Value for Consumers in Their World (Not Yours) baixar o livro de graça

How to engage consumers in a demand-scarce world flooded with ubiquitous, fragmented media In the golden age of advertising and marketing, families would gather around the television to watch one of just a few available channels, a captive audience to the big brands that paid to reach out to them. There was no remote control and no way to fast-forward through those advertisements. Today, media gather around us—on television, but also via mobile devices, websites, email, and social networking. No longer are consumers captive to advertisers. Instead, advertisers are captives to fickle consumers, fighting over limited time, attention, and purchasing power. In Embedded Marketing, Jeffrey Rayport argues that the famous marketing framework of the Four P's—Product, Price, Promotion, and Place—is no longer a framework for success in this new marketing landscape. Effective marketing is no longer about figuring out where and when consumers are available to receive brand messaging, but rather figuring out how to make your brand an invited guest in domains already controlled by customers. As a result, marketers must engage consumers in the four primary spheres they inhabit—public, social, tribal or familial, and psychological. Embedded Marketing shows marketers how to deploy programs and campaigns mapped to these spheres, creating more relevant and engaging marketing messages. Offers updated marketing principles that can engage customers even in demand-scarce world of fragmented media Includes powerful insights on current consumer habits and how media and marketing must adapt to fit them Written by a marketing strategy consultant and former Harvard Business School professor who taught the first e-commerce course in the United States Marketing has changed, as have consumers. Embedded Marketing offers an update on marketing practices that will unlock scarce consumer time, attention, and dollars.