Synopses & Reviews
The increasing popularity and importance of social media in the recent years has created a growing gap between modern, internet savvy consumers and traditional advertising. Since old tried and tested marketing techniques are no longer effective, marketers need to engage with the new breed of consumers. In order for marketers to become effective conversation managers, it's essential for them to learn to listen and communicate with their consumers.
Based on four years of primary research, The Conversation Manager explains the evolution of the modern consumer and clearly demonstrates why traditional advertising no longer works. Illustrated with an extensive number of examples of advertising campaigns, this book is full of practical tools to help transform a company's strategy and kick-start conversations with its customers.
Synopsis
Mobile devices, new digital technologies and the increasing popularity of social media all contribute to the ever-growing gap between internet-savvy consumers and traditional means of advertising. With the old tried and tested techniques no longer being effective, marketers, who do not want to fall behind, need to find novel ways to engage with the new-sprung breed of consumers. To do this, learning to listen and communicate with your consumers is critical.
Based on four years of primary research, The Conversation Manager explains the evolution of the modern consumer and clearly demonstrates why traditional advertising no longer works. Illustrated with an extensive number of examples of advertising campaigns, this book is full of practical tools to help you transform your company strategy and kick-start conversations with your customers.
Synopsis
Marketing professionals: sales, account, marketing, and brand managers; senior marketing executives; general management; and HR management.
About the Author
Steven Van Belleghem is a successful entrepreneur, academic, speaker and author. He is a managing partner of InSites Consulting, a fast growing market research & consulting firm. He is also a professor at Vlerick Leuven Gent Management School and author of The Conversation Company.
Table of Contents
Thanks and acknowledgements
Foreword
Catch me if you can
The basis of the book
Part One Together we are strong
1. The power of the modern consumer
2. The end of the "traditional" advertiser
Part Two The Conversation Manager
3. The new framework
4. Your brand deserves a lever
5. Advertising becomes activating
6. Observe, facilitate and participate in conversations
Part Three I want to be a Conversation Manager!
7. The philosophy of the Conversation Manager
8. The Conversation Manager in Practice
9. You have just 48 hours!
Epilogue: The Conversation Company
References
About the Author
About InSites Consulting
Index