10 Marketing Books to Add to Your Holiday Gift List
7. The Shopper Economy: The New Way to Achieve Marketplace Success by Turning Behavior into Currency
The Shopper Economy helps marketers capture and monetize customer interactions. Liz Crawford, a leading marketing innovator and consumer behavior analyst, gives a fast-paced and comprehensive look at how the unprecedented availability of information is a boon to brands, because it lets shoppers watch and share ads, recommend products and interact with brands and each other. Crawford demonstrates how brands like 7-Eleven, Carnival Cruises and Kia are using Shopkick, Foursquare and other platforms to empower consumers by encouraging and rewarding everyday activities—entering a store, messaging, recommending, "Liking", playing and more. From these examples you will learn how to:
- Measure and assess accurately the value of shoppers' activities
- Translate the four key shopper behaviors—attention, participation, advocacy and loyalty—into "shopper currency," real and virtual rewards that have measurable value to buyers and sellers
- Improve your business's ROI in shopper marketing by avoiding activity-for activity's sake and other common pitfalls
- Align your brand more seamlessly with your shoppers' own personal "brands"
The book focuses on a new phenomenon in which, in addition to shoppers purchasing brands, brands are purchasing shoppers’ behavior. The author discusses a new dynamic where shoppers can actually earn value in exchange for displaying one of four behaviors: paying attention, participating, advocating or committing. None of these behaviors directly involve purchases. The shopper can earn value by simply behaving.
8. The Referral Engine: Teaching Your Business to Market Itself
People trust the recommendations of friends, family members, colleagues or even strangers with similar tastes over anything thrust at them by faceless companies. John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers. Keep those customers happy and they will refer your business to even more customers. Some of Jantsch’s strategies include: