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Opt-Out Effect, The: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty

by Gerald E. Smith

December 2015

Beginner to intermediate

288 pages

6h 59m

English

Pearson

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The Empowered CustomerSmart Brands Engage ConsumersResearching Customer EmpowermentAn Omni-Channel WorldConnected Consumers Create On-Demand ExpectationsSocially Empowered ConsumersCustomer-Driven Brand LoyaltyBuild Consumer TrustConclusion
Marketers: Advocates or AdversariesOutbound to Inbound MarketingThe New Strategic Marketing Era: Boundless MarketingTrending Toward Customer Opt-OutThe Opt-Out EffectThe Cumulative Effect of Opt-OutClasses of Opt-OutThe Financial Impact of Opt-OutConsidering the Financial Impact of Consumer Opt-Out on CLVRegulatory Involvement and Opt-OutConclusion

The Emerging Digital Dimension of the Customer–Brand RelationshipEarly Customer Relationship ManagementTransitioning to a New Paradigm in Customer LoyaltyCustomer-Driven Brand LoyaltyThe Impact of Experience on LoyaltyDemonstrating Loyalty to Consumers with Surprise and DelightExpectations and Drivers of Customer-Driven Brand LoyaltyHow Customer-Driven Brand Loyalty Builds Market-Based AssetsMarket-Based Assets and Customer Lifetime ValueCLV and Customer Brand EquityConclusion
Customer Centricity: Foundation of CMExCustomer Experience: Shaping CMExCustomer Engagement: Activating CMExCustomer Managed: Enabling Customers to Manage CMExDominant Experience Expectations: The New Competitive StandardCustomer JourneysMcKinsey’s Consumer Decision Journey ModelMcKinsey’s New Accelerated Consumer Decision JourneyOracle’s Customer Experience Infinity Loop ModelMonitoring and Engaging with Customer JourneysMeasuring and Analyzing Customer JourneysVisualizing Actual Customer JourneysDesigning and Building Customer JourneysConclusion
Moments of TruthAnticipating Triggers, or Moments of NeedMeasurements that MatterEmpowering Customers to Manage the Cost of Brand RelationshipsOpt-In/Out, Up/Down: Empowering Customers to Manage the Soft CostsBest-In-Class Preference Management ExperienceConclusion
The Impact of the Digital Economy on Brand ManagementThe Customer and the Brand Manager in the Digital EconomyCustomers as Brand Managers in the Digital EconomyConsumer Engagement and Involvement with the BrandBrand Managers in a Customer-Centric Digital EconomyDigital Brand Management

Content preview from Opt-Out Effect, The: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty

Acknowledgments

About the Author

Introduction

Chapter 1 The Age of the Customer

The Empowered Customer

Smart Brands Engage Consumers

Researching Customer Empowerment

An Omni-Channel World

Connected Consumers Create On-Demand Expectations

Socially Empowered Consumers

Customer-Driven Brand Loyalty

Build Consumer Trust

Conclusion

Chapter 2 The Opt-Out Effect

Marketers: Advocates or Adversaries

Outbound to Inbound Marketing

The New Strategic Marketing Era: Boundless Marketing

Trending Toward Customer Opt-Out

The Opt-Out Effect

The Cumulative Effect of Opt-Out

Classes of Opt-Out

The Financial Impact of Opt-Out

Considering the Financial Impact of Consumer Opt-Out on CLV

Regulatory Involvement and Opt-Out

Conclusion

Chapter 3 The New Look of ...

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Publisher Resources

ISBN: 9780134191560Purchase book

Opt-Out Effect, The: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty

by Gerald E. Smith

Contents

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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You might also like

Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships

The Tasti D-Lite Way: Social Media Marketing Lessons for Building Loyalty and a Brand Customers Crave

Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships

Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect

Publisher Resources

Contents

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,and much more.

You might also like

Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships

The Tasti D-Lite Way: Social Media Marketing Lessons for Building Loyalty and a Brand Customers Crave

Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships

Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect

Publisher Resources

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.