Connecting With Consumers: Marketing For New Marketplace Realities

CONTENTS......Page 6
PREFACE......Page 8
LIST OF FIGURES......Page 11
LIST OF EXHIBITS......Page 12
LIST OF TABLES......Page 13
LIST OF BOXES......Page 14
ABBREVIATIONS......Page 16
PART I: CONSUMER-TO-CONSUMER INFLUENCE: THE RISING POWER OF CONSUMERS......Page 18
1 Marketing in Evolution......Page 20
Two Marketing Philosophies: The Selling Concept Versus the Marketing Concept......Page 22
How Marketing Works......Page 36
Conclusion......Page 41
Media and Audience Fragmentation......Page 42
Consumers Tuning Out Formal Marketing Efforts......Page 59
Consumer Connectedness......Page 66
Conclusion......Page 75
3 Targeting Consumers in the Era of Web 2.0......Page 76
Welcome to Web 2.0......Page 77
How Information Spreads......Page 80
Market Segmentation and Targeting......Page 85
Emerging Consumer Target Groups......Page 92
Movers and Shakers: Opinion Leaders, Brand Advocates, and Innovators......Page 98
Conclusion......Page 109
4 Word-of-Mouth Influence......Page 111
The Nature of WOM......Page 112
WOM Antecedents......Page 121
The Impact of WOM......Page 127
Separating Fact from Fallacy About WOM......Page 132
Conclusion......Page 143
PART II: CONNECTED MARKETING: MEASUREMENT, APPROACHES, AND TECHNIQUES......Page 144
5 Word of Mouth and Social Media Research and Measurement......Page 146
WOM Research Terminology......Page 147
WOM Research: Traditional Scientific Approaches......Page 149
Social Marketing Metrics......Page 163
Identifying Influencers......Page 176
Conclusion......Page 186
6 Listening to and Engaging Consumers......Page 187
The Tenets of Good Conversation......Page 188
Trust and the Building of Marketer–Customer Relationships......Page 201
Participating in the Blogosphere......Page 203
Engaging with Online Networks and Communities......Page 210
How Companies Listen and Engage: Some Case Examples......Page 216
Conclusion......Page 227
7 Connected Marketing I: Word-of-Mouth Marketing Techniques......Page 228
Alternative Marketing Approaches: Defined, Classified, and Deconstructed......Page 230
WOMM Techniques......Page 235
Conclusion......Page 264
8 Connected Marketing II: Viral and Live Buzz Marketing Techniques......Page 266
Viral Marketing......Page 268
The Nature of Viral Marketing......Page 269
Hotmail: An Early Viral Marketing Success Story......Page 274
Practical Suggestions for Viral Marketing Campaigns......Page 276
Live Buzz Marketing......Page 290
Conclusion......Page 306
Five Key Lessons for Connected Marketing......Page 307
Connecting with Consumers: What Does the Future Hold?......Page 317
REFERENCES......Page 322
B......Page 342
D......Page 343
G......Page 344
K......Page 345
M......Page 346
P......Page 347
S......Page 348
W......Page 349
Z......Page 350