Disruptive Marketing: How Data Punks, Designers and Creative Hybrids Are Reshaping Brand Strategy

Disruptive Marketing: How Data Punks, Designers and Creative Hybrids Are Reshaping Brand Strategy

Disruptive Marketing: How Data Punks, Designers and Creative Hybrids Are Reshaping Brand Strategy

Disruptive Marketing: How Data Punks, Designers and Creative Hybrids Are Reshaping Brand Strategy

Synopsis

Selected by Oracle Marketing Cloud as a Top 15 Marketing Book for 2016

Are you still marketing like it's 2006?

Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans.

But what if that's not enough? What if most people ignore company messages? What if consumer engagement never goes further than the "like" button? A sobering reality is hitting marketers. Technology hasn't just reshaped mass media, it's altering behavior as well. And getting through to customers will take some radical rethinking.

First step is to toss the linear plan. Next is to strip away conventions, open your mind, and join Disruptive Marketing on a provocative, fast-paced tour of our changing world...

• Where selling is dead, but ongoing conversation thrives

• Where consumers generate the best content about brands

• Where people tune out noise and listen to feelings

• Where curiosity leads the marketing team

• Where growth depends on merging analytics with boundless creativity

Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, this book will propel you out of your comfort zone and into the disruptive mindset you need for future success.

Excerpt

FOREWORD:
by Gemma Craven,
Senior Vice President, Director of Social and Mobile, McCann Erickson

DID YOU CHOOSE this book because you thought the cover looked interesting? Are you reading this because you have an insatiable curiosity, or because a friend told you about it? Do you see yourself as someone who is in the company of adventurers, visionaries, risk-takers, pioneers, or artists? Are you trying to make sense of a new role, company, industry, or technology, or are you feeling left behind in an era of rapid change?

Whatever your reason for choosing Disruptive Marketing, you just made a wise choice. Because in reading this book you have ensured your career will withstand one of the greatest periods of change since the industrial revolution.

Geoffrey and I worked together at Ogilvy & Mather at a time when brand marketers were starting to understand the potential of the new people-fueled online world—a now global mix of platforms, technologies, people, and interest groups we know as the social media. We spent time thinking about new ideas and concepts to bring to clients and colleagues, educating those around us on the potential of how people were behaving in these new digital spaces and tinkering around with new platforms to see how they could work for brands. I was delighted when I read this book: it reminded me of the conversations we had when recording our weekly podcast, but mostly it was the book I always hoped Geoffrey would write.

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