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SIRFs-Up engrosses the reader in the world of blue-chip marketers
including Victoria's Secret, AB-InBev, Coca-Cola, Cox
Communications, MTV Networks, Nestle and more. Behind each story is
a core truth about what makes marketing effective, and insights
about how to make it more effective. SIRFs-Up offers a front row
seat to the next wave of marketing, and shares these advanced
marketers' secret sauce for how to catch the SIRF wave and profit
from SIRF insights. Briggs writes this book in narrative form,
taking at times complex ideas around ROI analytics, and making it
interactive, easy to read, and stimulating. At the same time, the
book provides practical tools and case studies that provide
tangible benefit to marketers looking for a "how to guide" to
profit from the new concepts revealed in the book. SIRFs-Up shows:
Precisely how and when content and social media came to be the
foundation of marketing planning, and the role of a range of media
in amplifying content. That as much as 62 percent of marketing
investment is under-utilized. How SIRF based planning boosts
marketing ROI by 30 percent or more. How marketing software uses
SIRFs to automate marketing planning and a range of
decision-making. How, in the midst of software and algorithms, to
navigate a career in marketing by adding value as a "SIRF doctor."
How SIRFs will move from the exclusive domain of the world's
largest marketers to the rest of marketers. Deep case studies
demonstrating how to apply the insights and tools uncovered in the
book. The advantages to the companies that are using SIRFs and are
ahead of the wave of transformation. The book also points out that
SIRFs have not yet realized their full potential to shape the
hundreds of billions spent on marketing. But that transformation is
happening, and therefore those that catch the wave will profit
while those that miss it will find themselves washed out to sea as
the wave of transformation based on marketing software and
algorithms sweeps through industry.
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