Marketing has always been about "me": "my" brand, "my" product,
"my" company. It's "inside out." Digital marketing should be
radically different. It should start with your customers and
prospects. What do "they" need? What do "they" care about? What
will "they" volunteer to spend their precious time with? "That's
Outside-In Marketing. "It's harder -- but it works. "Your #1
challenge: what content to provide? "You're up against new
gatekeepers. Google decides when your message gets shown. Facebook
decides when it hits someone's stream. Above all, "your customers"
decide whether and when they'll hear, read, watch, or share it.
"Big Data tools can help you consistently choose the right content.
"In"Outside-in Marketing," two world-class practitioners help
youuse Big Data to create powerfully effective content market
strategies. IBM's James Mathewson and Biznology's Mike Moran reveal
how to use Big Data to unlock unprecedented customer insight, and
create content customers truly want to consume. You'll learn how to
infuse search and social media customer data into everything you
do, from product development through market research, branding, and
messaging. You'll discover how Google and Facebook are using Big
Data to decide whether your message will ever appear -- and you'll
learn how to anticipate their every move. Mathewson and Moran show
how to systematically measure which content is working and which
isn't, and quickly optimize your efforts accordingly. The result is
the holy grail of marketing: an experience your customers value,
even "welcome.".. an experience" that builds relationships, brands,
and profitable sales."
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