The Opt-out Effect: Marketing Strategies That Empower Consumers And Win Customer-driven Brand…

Hardcover | December 30, 2015

byGerald E. Smith

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&>will control your brand relationship, there’s only way to win: help them do it. The Opt-Out Effect shows you how.

 

Marketing thought leader Gerald Smith brings together new research data, powerful strategies, and indispensable tools for implementing customer-centric brand management that supports today’s customers and earns their loyalty.

 

You’ll master new digital brand management best practices hands-on, via realistic exercises and well-tested worksheets and templates you can use in your own environment. Nicholson and Smith ground their recommendations in evidence, unveiling important new research from Pitney Bowes and Kitewheel that illuminates the viewpoints of nearly 1,000 marketers and 1,000 consumers across several leading industries.

 

Learn how to:

  • Quantify what opt-out is costing your business in dollars and cents
  • Control opt-out by empowering customers with opt-up, opt-down, and opt-in user preferences
  • Reframe brand strategy as customer-centric, building on radically new assumptions, languages, and beliefs about marketing
  • Use customer analytics to listen to, sense, and engage customers “in the moment”
  • Apply customer-centric concepts such as Opt-Out Monetization, Customer-Driven Brand Loyalty, Customer-Driven Lifetime Value, and Customer-Driven Brand Equity
  • Profitably empower customers to control their messaging, media, channels, offerings, and more
  • Integrate your key customer relationship measures in a complete e-driven customer managed marketing framework that helps you clarify your goals, priorities, and performance

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From the Publisher

&>will control your brand relationship, there’s only way to win: help them do it. The Opt-Out Effect shows you how.   Marketing thought leader Gerald Smith brings together new research data, powerful strategies, and indispensable tools for implementing customer-centric brand management that supports today’s customers and earns thei...

From the Jacket

CUSTOMERS ARE TAKING CONTROL. HELP THEM--AND WIN! Build marketing strategies that are customer-centric, not brand-centric Create digital brand assets and user preferences that strengthen customer relationships Master new brand best practices hands-on through practical exercises and proven templates Captivated by easy and delightful ...

Dr. Gerald E. Smith led the Marketing Faculty at Boston College for nearly a decade and is currently Associate Professor of Marketing in the Carroll School of Management. He leads the MBA Product and Brand Management Specialization, and the Brand Management Partners Program. An award winning teacher, he teaches Strategic Brand Manageme...

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Format:HardcoverDimensions:272 pages, 9 × 5.9 × 1.1 inPublished:December 30, 2015Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0134191501

ISBN - 13:9780134191508

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Extra Content

Table of Contents

Acknowledgments     xii
About the Author     xiii
Introduction     xiv
Chapter 1: The Age of the Customer     1
Chapter 2: The Opt-Out Effect     33
Chapter 3: The New Look of Loyalty     69
Chapter 4: Customer-Managed Experience     119
Chapter 5: Managing Moments of Truth and Opt-Out     163
Chapter 6: The New Brand Manager in the Digital Economy     201
Index     235

Editorial Reviews

“A brilliant read. Leave all of your other books on marketing in this digital and customer-empowered world on the shelf. Jerry has provided the new manifesto for all marketers’ intent on driving strong business results and effecting legitimate brand building in today’s environment. The contents of The Opt-Out Effect and the truly new paradigms contained therein are both chilling and exhilarating. Marketers and business people would ignore them at their own peril!”--Frank P. Bifulco, Jr., Executive Vice President, Global Marketing, Staples, Inc. “The customers’ digital brand experience is here and now and will continue to grow exponentially. Those who want to win over new customers and retain the ones they have need to win in this digital space. The Opt-Out Effect gives great insight and a useful outline on what needs to be done to assist you in being competitive over the upcoming years--or have your customers opt-out of your brand. Your decision--a great thought-provoking read.”--Raymond Mancini , CEO, The Belknap White Group “The Opt-Out Effect is spot on. The power of today’s economy is in the hands of the user. He/She is the arbiter of what’s good, what’s right, what’s valuable. And brands that win today are those that understand this new reality and embrace such truth. Give users what they need to love your brand and empower them to decide. Dr. Gerald Smith’s thorough work brings such insight to light in this frenetic, innovation-centric, digitally infused world in which we all live.”--Laura Gentile, Senior Vice President and Founder, espnW “Not only do today’s customers have a seat at the marketing management table, they’re rapidly moving toward the head of it. This book is packed with practical insight, frameworks, and tools to help marketers adjust before incurring the costly harm of customer opt-out. Smith offers a path--and the math--toward managing digital customer relationships.”--Sean Burke, Chief Marketing Officer, GE Healthcare—Solutions “Gerald Smith took a very smart, innovative and courageous approach to analyzing the relationship between brands and today’s evolved consumer in The Opt-Out Effect. The modern day marketplace is realizing a significant shift in the power dynamics within the path to purchase and studying this movement through the lens of the consumer offers a pragmatic exploration of this evolution and its impacts. The Opt-Out Effect will change the face of how marketers behave in this new world!”--Rochelle Webb, Brand Marketer--Apple Inc., Visa Inc., Activision Publishing, Quiksilver Inc., Berkeley Haas School of Business, MBA “The Opt-Out Effect is one of the few marketing books I’ve read that uses current market conditions and examples to demonstrate the constantly changing consumer and marketing landscape. A worthwhile read for marketers today.”--Victor Lee, Senior Vice President, Digital Marketing, Hasbro “Dr. Jerry Smith offers a powerful real-world framework for understanding changing relationships between brands and customers. The implications are eye-opening--sustainable customer loyalty will be earned by those companies that invite customers into the digital brand space: to start conversations, create content, rate experiences, request service, suggest product changes, and countless other interactions. This book is a must-read for marketing professionals to better understand the strategy, tools, and talent required to facilitate this type of customer-driven brand experience.”--Chris Alexander, Senior Vice President and Senior Product Manager, Liberty Mutual Insurance “Dr. Gerald Smith weaves a compelling narrative that explores the dynamic control that customers are increasingly exhibiting on brands and their marketing strategies. Customers are not willing to compromise on their expectations and are using multiple positive and negative levers through social media and behaviors to acquire best value. This shift in control is compelling marketing organizations to create comprehensive customer-focused strategies--a meaningful response to the evolution of the customer-managed experience. A must-read for brand managers and customer-facing executives.”--Anjli Dudani, Vice President of Global Risk, Policy and Compliance, eBay