Marketing Success Stories Pdf
It’s never too late to make professional development a part of your everyday life and there is no better way to do that than to catch up on your reading (either e-reading or a good old fashioned physical book). What follows are some of the best books ever written about marketing and if we were putting together a comprehensive reading list for both recent business school graduates and business veterans wanting to understand the mindset of some of the youngest, brightest voices in the field, these books, many of which are classics, would be on that list.Here’s how we did it. We ranked Inc.’s, Ad Age, Forbes and Wall Street Journal lists of best marketing books and averaged out their place on the list to come up with a top 50. Whether you agree with our assessment or not, there can be no disputing the fact that these are some of the best written and informative business books out there, and available.(Dover Publications, August 27, 2003) Marketing means understanding groups of people and how they think.
While technology has changed over the decades, people haven’t, so it shouldn’t be too surprising that in 1841, Charles Mackay captured the essence of bonehead group-think. Read this, and you’ll never be surprised by events like the Great Recession of 2008 or the popularity of the Real Housewives.English writer Charles Mackay was a 19th-century chronicler of culture and events. As a journalist he worked for London’s Morning Chronicle (1835-44), Glasgow’s Argus (1844-47), the Illustrated London News (1852-59) and, as a correspondent reporting on the American Civil War, the Times (1862-65). Mackay also was an associate of Charles Dickens. Memoirs of Extraordinary Popular Delusions and the Madness of Crowds is a chronicle of various market crazes and irrational fads, is considered a classic in the field of market psychology. The Marketing Communication master’s concentration prompts you to analyze consumer behavior, conduct market research, and engage the power of brands and messages in order to develop powerful digital marketing strategies.
SPONSORED(Doubleday, 2008)How much do we really know about why we buy? What truly influences our decisions in today’s message-cluttered world? By injecting neuroscience into the art of marketing, Martin Lindstrom, voted one Time Magazine’s most influential people of 2009, explains how everything we think and do is influenced by mental forces of which we are only vaguely aware (if at all). Lindstrom shows how these impulses might be scientifically measured and then used to hone marketing campaigns. Examples: An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we’re barely aware of them?In Buy-ology, Lindstrom, presents the astonishing findings from a three-year, $7-million-dollar neuro-marketing study, an experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His results shatter much of what we have long believed about what seduces our interest and drives us to buy.(Hachette Books; Revised edition, July 8, 2008)While the 20th century was dominated by hit products, the 21st century will be dominated by niche products, according to Chris Anderson’s groundbreaking explanation of web-based purchasing habits.
As useful as this book is, you can get the gist of it from his original article in Wired magazine.The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of “hits” (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly-targeted goods and services can be as economically attractive as mainstream fare. Interesting theory. Fascinating book by a terrific writer.(Entrepreneur Press, November 29, 2006)This is an instruction manual for Internet marketing success. Perry, who is regarded by many people, as THE AdWords expert, knows that if you want to succeed brilliantly in online marketing, you need to know a whole lot more than just how to gain Google’s trust and get cheap, targeted clicks on AdWords ads.The book covers a wide range of closely related topics, including how to identify your USP, how to build an unforgettable personality, how to put personality and pizazz into your email marketing, search engine optimization, remarketing, and so on. There’s a fascinating chapter – Chapter 16 – on how to use social media indirectly – especially Facebook – to do your market research and produce a treasure trove of insights about what your customers really want.
These tactics could also be used by affiliates looking for ideas for “money pages” – pages that generate revenue because they hit the spot exactly, targeting problems that are crying out to be solved right now.(Crown Business, May 2002)A classic book that every marketer should read.
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Top Seven Reasons to Write Success StoriesWhile most enterprises realize the value of effective corporate and product brochures, as well as a compelling Web site, many underestimate the worth of success stories (also known as case studies). As Mark Twain once said, “Few things are harder to put up with than the annoyance of a good example.” In a business context, managers and technical professionals alike respond to the power of example, which is the essence of a business success story.In the past, sales and marketing departments viewed success stories as “icing on the cake”—nice to have, but not required or top-priority marketing collateral. Today, business customers are more demanding.
Many require vendors to deliver success stories that are tailored to their particular industry. Customers need this real-world proof that a vendor’s solution has been successfully implemented at a competitor to justify their investment in the solution.
This poses a critical challenge for vendors: They must produce case studies in each of their target verticals, else risk being at a disadvantage when competing for business.This article summarizes the top reasons why success stories are such a crucial part of the marketing process, especially when complex business issues and solutions are involved. Examples aid understanding. Examples improve understanding of complex business issues and solutions. Most people have struggled with a difficult concept, only to understand it when someone says, “for example.”. Success stories generate empathy. Properly written success stories enable the reader to empathize with the problem or challenge that the customer in the story faced—in many cases, because the reader faces a similar problem. Success stories are credible.
Success stories ring truer with readers than marketing brochures, because success stories relate a factual situation rather than subjective claims. Success stories tell a tale. Everybody loves a story.
Digital Marketing Success Stories
The success story writer weaves a tale that enables readers to take the first step towards solving a complex, and potentially expensive, business challenge. Success stories address a specific audience. Most enterprises that adopt success stories as a key marketing vehicle tailor at least one success story to each main audience they target. The goal is for each reader to be able to closely identify with the customer in the relevant success story. Success stories can demonstrate ROI. In some success stories, the benefits of the solution can be quantified—which enables documentation of a return on investment (ROI). This can present a compelling case for adoption of the solution.
Success stories promote customer satisfaction. By bringing closure to a successful customer project, success stories can increase customer satisfaction. Some enterprises provide a pdf file, printed copies, and even a framed hard copy of the final success story to their customers as a form of thanks. This framed copy, hanging on the wall of the customer’s office, is a symbol of the successful relationship between the customer and the solution provider.For many enterprises, expanding the role of success stories in their marketing and sales strategy can provide the missing piece to the puzzle.
Effective success stories can be posted on the Web site, distributed at conferences, packaged and tailored to particular audiences for customer meetings, and sent in direct mail packages. In highly competitive businesses, success stories can provide the competitive advantage that enterprises need.However, writing success stories without a careful plan can lead to suboptimal results—duplication of target audiences and omission of others, for example.
At the same time, poorly written or organized success stories reflect badly on the organization—causing more harm than good. And an improper approach to success story writing—failing to involve the customer at the right times, for example—may alienate the customer. For these reasons, many enterprises retain the services of agencies that specialize in writing success stories. A seasoned success story writer can enable enterprises to take full advantage of the power of example.