SPIKE your brand ROI : how to maximize reputation and get results /
According to CMO.com, we are exposed to more than 5,000 brand messages each day. Marketers call this "creating engagement," and each comment, share, or re-tweet is supposed to be a win. But is this deluge of content really working to shift perception, change behavior, or sell products? Ade...
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| Format: | eBook |
| Language: | English |
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San Francisco, CA :
Jossey-Bass, a Wiley brand,
[2015]
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| Series: | ASAE-Wiley series.
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| Subjects: | |
| Online Access: | Full Text via HEAL-Link |
| Summary: | According to CMO.com, we are exposed to more than 5,000 brand messages each day. Marketers call this "creating engagement," and each comment, share, or re-tweet is supposed to be a win. But is this deluge of content really working to shift perception, change behavior, or sell products? Adele Cehrs shares her strategy for effective engagement: it's all about timing. This book will teach you how to recognize, anticipate, or even create a SPIKE - a Sudden Point of Interest that Kick-starts Exposure. You will learn to recognize brand patterns that are driven by audience interests and outside events; focus your energy, resources, and money when your brand is top-of-mind; decrease your marketing spend while increasing your bottom-line benefits; maximize benefits or mitigate damage by anticipating when your company, association, or nonprofit is going to be in the spotlight; retool traditional word-of-mouth initiatives for optimum results. -- |
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| Physical Description: | 1 online resource. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781119245803 111924580X 9781118976685 1118976681 9781118976678 1118976673 |
| DOI: | 10.1002/9781119245803 |
