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If you’re a brand marketer, you know your customers are now more empowered than ever ? and more than ever, they’re using that power to wrest control over their brand relationships. You’re watching them use online and mobile digital tools to opt out of conventional email and other pushy brand management tactics. Since they will control your brand relationship, there’s only way to win: help them do it. The Opt-Out Effect shows you how.

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Marketing thought leaders Jeff Nicholson and Gerald Smith bring together new research data, powerful strategies, and indispensable tools for implementing customer-centric brand management that supports today’s customers and earns their loyalty.

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You’ll master new digital brand management best practices hands-on, via realistic exercises and well-tested worksheets and templates you can use in your own environment. Nicholson and Smith ground their recommendations in evidence, unveiling important new research from Pitney Bowes and Kitewheel that illuminates the viewpoints of nearly 1,000 marketers and 1,000 consumers across several leading industries.

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Learn how to:

• Quantify what opt-out is costing your business in dollars and cents
• Control opt-out by empowering customers with opt-up, opt-down, and opt-in user preferences
• Reframe brand strategy as customer-centric, building on radically new assumptions, languages, and beliefs about marketing
• Use customer analytics to listen to, sense, and engage customers “in the moment”
• Apply customer-centric concepts such as Opt-Out Monetization, Customer-Driven Brand Loyalty, Customer-Driven Lifetime Value, and Customer-Driven Brand Equity
• Profitably empower customers to control their messaging, media, channels, offerings, and more
• Integrate your key customer relationship measures in a complete e-driven customer managed marketing framework that helps you clarify your goals, priorities, and performance

정보제공 :

CONTENTS
Acknowledgments = xii
About the Author = xlii
Introduction = xiv
Chapter 1 The Age of the Customer = 1
 The Empowered Customer = 2
 Smart Brands Engage Consumers = 12
 Researching Customer Empowerment = 13
 An Omni-Channel World = 14
 Connected Consumers Create On-Demand Expectations = 18
 Socially Empowered Consumers = 21
 Customer-Driven Brand Loyalty = 26
 Build Consumer Trust = 27
 Conclusion = 31
Chapter 2 The Opt-Out Effect = 33
 Marketers : Advocates or Adversaries = 37
 Outbound to Inbound Marketing = 38
 The New Strategic Marketing Era : Boundless Marketing = 41
 Trending Toward Customer Opt-Out = 44
 The Opt-Out Effect = 46
 The Cumulative Effect of Opt-Out = 48
 Classes of Opt-Out = 51
 The Financial Impact of Opt-Out = 53
 Considering the Financial Impact of Consumer Opt-Out on CLV = 57
 Regulatory Involvement and Opt-Out = 58
 Conclusion = 67
Chapter 3 The New Look of Loyalty = 69
 The Emerging Digital Dimension of the Customer-Brand Relationship = 70
 Early Customer Relationship Management = 76
 Transitioning to a New Paradigm in Customer Loyalty = 79
 Customer-Driven Brand Loyalty = 81
 The Impact of Experience on Loyalty = 86
 Demonstrating Loyalty to Consumers with Surprise and Delight = 91
 Expectations and Drivers of Customer-Driven Brand Loyalty = 93
 How Customer-Driven Brand Loyalty Builds Market-Based Assets = 100
 Market-Based Assets and Customer Lifetime Value = 104
 CLV and Customer Brand Equity = 115
 Conclusion = 118
Chapter 4 Customer-Managed Experience = 119
 Customer Centricity : Foundation of CMEx = 123
 Customer Experience : Shaping CMEx = 124
 Customer Engagement : Activating CMEx = 126
 Customer Managed : Enabling Customers to Manage CMEx = 130
 Dominant Experience Expectations : The New Competitive Standard = 133
 Customer Journeys = 137
 McKinsey's Consumer Decision Journey Model = 140
 McKinsey's New Accelerated Consumer Decision Journey = 144
 Oracle's Customer Experience Infinity Loop Model = 146
 Monitoring and Engaging with Customer Journeys = 149
 Measuring and Analyzing Customer Journeys = 151
 Visualizing Actual Customer Journeys = 155
 Designing and Building Customer Journeys = 157
 Conclusion = 161
Chapter 5 Managing Moments of Truth and Opt-Out = 163
 Moments of Truth = 163
 Anticipating Triggers, or Moments of Need = 172
 Measurements that Matter = 174
 Empowering Customers to Manage the Cost of Brand Relationships = 183
 Opt-In／Out, Up／Down : Empowering Customers to Manage the Soft Costs = 185
 Best-In-Class Preference Management Experience = 188
 Conclusion = 198
Chapter 6 The New Brand Manager in the Digital Economy = 201
 The Impact of the Digital Economy on Brand Management = 203
 The Customer and the Brand Manager in the Digital Economy = 210
 Customers as Brand Managers in the Digital Economy = 215
 Consumer Engagement and Involvement with the Brand = 219
 Brand Managers in a Customer-Centric Digital Economy = 224
 Digital Brand Management = 229
Index = 235