Adaptive Marketing Leveraging Real-Time Data to Become a More Compet
Adapt or die is really the 21st century mantra for business. Authors Norm Johnston provides guidance on how to adopt an Adaptive Marketing model to ensure you are not only prepared for this new data world, but also winning against both traditional competi
- PDF / 4,603,076 Bytes
- 232 Pages / 439.37 x 666.14 pts Page_size
- 38 Downloads / 155 Views
This page intentionally left blank
Adaptive Marketing Leveraging Real-Time Data to Become a More Competitive and Successful Company Norm Johnston
palgrave
macmillan
ADAPTIVE MARKETING
Copyright © Mindshare UK, 2015. Softcover reprint of the hardcover 1st edition 2015 978-1-137-46292-3 All rights reserved. First published in 2015 by PALGRAVE MACMILLAN® in the United States—a division of St. Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries.
ISBN 978-1-349-55291-7 DOI 10.1057/9781137462930
ISBN 978-1-137-46293-0 (eBook)
Library of Congress Cataloging-in-Publication Data Johnston, Norm. Adaptive marketing : leveraging real-time data to become a more competitive and successful company / Norm Johnston. pages cm 1. Internet marketing. 2. Marketing—Data processes. I. Title. HF5415.1265.J64 2015 658.8—dc23 A catalogue record of the book is available from the British Library. Design by Newgen Knowledge Works (P) Ltd., Chennai, India. First edition: September 2015 10 9 8 7 6 5 4 3 2 1
2015012373
Contents
List of Figures
vii
Foreword
ix
Acknowledgments
xi
Chapter 1
A Few Words about Data
1
Chapter 2
The World’s Largest Focus Group
23
Chapter 3
#HappyCustomers
53
Chapter 4
Exploring the Spectrum
81
Chapter 5
Blurred Lines
111
Chapter 6
Heavy Lifting
139
Chapter 7
Light Touch
165
Chapter 8
Through the Looking Glass
189
Notes
213
Index
221
This page intentionally left blank
Figures
1.1 1.2 1.3 1.4 2.1 3.1 3.2 3.3 4.1 4.2 4.3 4.4 4.5 4.6 4.7 5.1 5.2 5.3 6.1
Forecasted Growth in the World’s Total Data Variables That Lead to Higher Internet Usage Mobile Internet Users Surpasses PC Users The Five S-Factors of Data Different Adaptive Approaches for Products and Services Response Time Expected by Companies Contacted on Social Media Top Ten Socially Devoted Brands Different Adaptive Approaches for Customer Service The Foundational and Adaptive Layers of Media Growth in Smart TV Ownership in the USA Different Adaptive Approaches to Different Types of Media Cookies Simplified Different Ways to Connect Media Throughout the Consumer Journey US Internet Users Who Think Digital Ad Personalization is Important, By Format Different Adaptive Approaches to Advertising Forecasted Growth in e-Commerce Sales Worldwide Growing Trend for Millennials to Use Mobile Phone When Shopping Different Adaptive Approaches to Retail and Sales Find the Data
2 3 6 15 44 57 59 75 84 86 87 89 99 105 106 121 123 134 142
viii
6.2 6.3 6.4 6.5 7.1
●
Figures
Manage the Data Report the Data Action the Data Adaptive
Data Loading...
