Description
This is the Rough Cut version of the printed book. Marketing has always been about "me": my
brand, my product, my company. But "inside-out" marketing no longer
works: your customers simply won't tolerate it anymore. You need to
transform your marketing to "outside in." Every message you deliver
must engage, fascinate, and motivate the right audiences, because
you start and finish with what they already care about. Your
marketing itself must provide value to customers -- whether they
buy today, next month, or far into the future. How do you know what
messages will do that? How do you get those messages past tough new
digital gatekeepers? You start here, with Outside In Marketing. Go beyond "guess and hope" to transform your marketing
practices, campaigns, and channels with Big Data Recognize how Google uses natural language processing, machine
learning, and data analytics "against" you - and overcome the
obstacles they create Infuse search and social data into product development from its
very inception, so you can tightly align your offerings with
customer needs Measure campaign results more accurately, and feed metrics
right back into practices for iterative improvement Discover exactly what content is working now, and what's
failing Uncover powerful new opportunities to develop discoverable,
shareable content Go beyond high-quality content: align all your marketing and
communications practices to support outside-in marketing Leverage advanced applications of text analytics and machine
learning, including Panda, Penguin, Caffeine, and sophisticated
sentiment analysis Build standout web and mobile sites based on all you've learned
about your customers Find the right mix, cadence, and combination of social
platforms to maximize ROI
Two world-renowned digital marketing thought leaders will show how
to integrate content marketing with Big Data to deliver exactly the
right messages to exactly the right customers and influencers.
IBM's James Mathewson and Converseon's Mike Moran reveal how to
make the most of today's Big Data algorithms to shape your messages
and get them past Google and Facebook. You'll find up-to-the-minute
practices, techniques, recommendations, guidelines, and metrics for
mining the language your customers already use, so you can engage
them on their terms, with their words. Mathewson and Moran show how
to:
Books 
IBM Press
Exclusively Paid 
5h 15m 
No Certificate 
350 pages -
TypeBooks
-
ProviderIBM Press
-
PricingExclusively Paid
-
Duration5h 15m
-
CertificateNo Certificate
This is the Rough Cut version of the printed book.
Marketing has always been about "me": my brand, my product, my company. But "inside-out" marketing no longer works: your customers simply won't tolerate it anymore. You need to transform your marketing to "outside in." Every message you deliver must engage, fascinate, and motivate the right audiences, because you start and finish with what they already care about. Your marketing itself must provide value to customers -- whether they buy today, next month, or far into the future. How do you know what messages will do that? How do you get those messages past tough new digital gatekeepers? You start here, with Outside In Marketing.
Two world-renowned digital marketing thought leaders will show how
to integrate content marketing with Big Data to deliver exactly the
right messages to exactly the right customers and influencers.
IBM's James Mathewson and Converseon's Mike Moran reveal how to
make the most of today's Big Data algorithms to shape your messages
and get them past Google and Facebook. You'll find up-to-the-minute
practices, techniques, recommendations, guidelines, and metrics for
mining the language your customers already use, so you can engage
them on their terms, with their words. Mathewson and Moran show how
to:
Go beyond "guess and hope" to transform your marketing practices, campaigns, and channels with Big Data
Recognize how Google uses natural language processing, machine learning, and data analytics "against" you - and overcome the obstacles they create
Infuse search and social data into product development from its very inception, so you can tightly align your offerings with customer needs
Measure campaign results more accurately, and feed metrics right back into practices for iterative improvement
Discover exactly what content is working now, and what's failing
Uncover powerful new opportunities to develop discoverable, shareable content
Go beyond high-quality content: align all your marketing and communications practices to support outside-in marketing
Leverage advanced applications of text analytics and machine learning, including Panda, Penguin, Caffeine, and sophisticated sentiment analysis
Build standout web and mobile sites based on all you've learned about your customers
Find the right mix, cadence, and combination of social platforms to maximize ROI
