{"product_id":"digital-sense-isbn-9781119291701","title":"Digital Sense","description":"\u003cb\u003eCompete in the digital world with pragmatic strategies for success\u003c\/b\u003e \u003cp\u003e\u003ci\u003eDigital Sense\u003c\/i\u003e provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. \u003c\/p\u003e\u003cp\u003eThe evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. \u003c\/p\u003e\u003cul\u003e \u003cli\u003eOptimize competitive advantage and customer experience\u003c\/li\u003e \u003cli\u003eMap strategy back to business objectives\u003c\/li\u003e \u003cli\u003eEngage customers with a pragmatic, proven marketing system\u003c\/li\u003e \u003cli\u003eReorganize sales and marketing to fill talent and knowledge gaps\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eToday's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. \u003ci\u003eDigital Sense\u003c\/i\u003e cuts through the crosstalk and confusion to give you a solid strategy for success. \u003c\/p\u003e\u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003eForeword xvii\u003c\/p\u003e \u003cp\u003ePreface  A Tale of Two “Tweeties” xxi\u003c\/p\u003e \u003cp\u003eThe “Save Our Chiefs” Movement xxix\u003c\/p\u003e \u003cp\u003eOptus in Australia xxxiv\u003c\/p\u003e \u003cp\u003eThe Genesis of this Book xxxvii\u003c\/p\u003e \u003cp\u003eSection I Overview 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 The Game at Speed 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Your Organization Needs a Digital Sense DNA Layer 3\u003c\/p\u003e \u003cp\u003eThe Game Has Forever Been Changed 4\u003c\/p\u003e \u003cp\u003eBits of Knowledge 8\u003c\/p\u003e \u003cp\u003eWho Is This Book For? 9\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Influencers, Zombies, and Everything Between 11\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Rise of Digital Transformation 11\u003c\/p\u003e \u003cp\u003eAttention and Trust 14\u003c\/p\u003e \u003cp\u003eInfluencers, Amplifiers, Motivatables, and Zombies 16\u003c\/p\u003e \u003cp\u003eSection II Building A Customer-Centric\u003c\/p\u003e \u003cp\u003eOrganization 23\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Introducing the Experience Marketing Framework 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Framework to Ask Powerful Questions 26\u003c\/p\u003e \u003cp\u003eThe Experience Marketing Framework 28\u003c\/p\u003e \u003cp\u003eCustomer Experience Is the Battleground in a Digital World 30\u003c\/p\u003e \u003cp\u003eTakeaways from Introducing the EMF 31\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 The Insights Layer 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Customer Is the Main Thing 34\u003c\/p\u003e \u003cp\u003eCustomers, Competitors, and Forces 37\u003c\/p\u003e \u003cp\u003eThe Customer 38\u003c\/p\u003e \u003cp\u003eThe Importance of Persona and Customer Journey Mapping 40\u003c\/p\u003e \u003cp\u003eAudience Development Exercise 41\u003c\/p\u003e \u003cp\u003eLook Honestly at Your Competitive Landscape 43\u003c\/p\u003e \u003cp\u003eThe Customer Is the Asset 47\u003c\/p\u003e \u003cp\u003e“Use the Force, Luke!” 50\u003c\/p\u003e \u003cp\u003eThe 6 Ds (Phases) as Classified by Peter Diamandis 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Mind over Organizational Matter 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMind and Brain Mechanics 101 62\u003c\/p\u003e \u003cp\u003eSubstance Is All Around Us. We Just Need the Thought. 64\u003c\/p\u003e \u003cp\u003eThe Stick-Person Explained 67\u003c\/p\u003e \u003cp\u003eUnderstanding the Mind Using the Stick-Person Graphic 69\u003c\/p\u003e \u003cp\u003eThe Six Intellectual Faculties 74\u003c\/p\u003e \u003cp\u003eWhat to Do When the Zombies Attack 80\u003c\/p\u003e \u003cp\u003eBreak through Your Comfort Zone 80\u003c\/p\u003e \u003cp\u003eNothing Stays the Same! 81\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 The Vision Layer 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Vision Layer + Social Business 93\u003c\/p\u003e \u003cp\u003eThe Vision Layer Exercises 93\u003c\/p\u003e \u003cp\u003eCustomer Journeys 98\u003c\/p\u003e \u003cp\u003eThe Journey Map Touch Point Exercise 100\u003c\/p\u003e \u003cp\u003eScope 102\u003c\/p\u003e \u003cp\u003eTakeaways from the Vision Layer 105\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 The Success Layer 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is a Social Business? 110\u003c\/p\u003e \u003cp\u003eBegin with the End in Mind 112\u003c\/p\u003e \u003cp\u003eLoops, Love, and ROI 115\u003c\/p\u003e \u003cp\u003eOptimizing the Operational Loop 120\u003c\/p\u003e \u003cp\u003eAudit 1: ROT Content Audit 120\u003c\/p\u003e \u003cp\u003eAudit 2: Brand Guidelines Audit 125\u003c\/p\u003e \u003cp\u003eAudit 3: Heuristic Audit 125\u003c\/p\u003e \u003cp\u003eGood Governance Guidelines 126\u003c\/p\u003e \u003cp\u003eTakeaways from the Success Layer 128\u003c\/p\u003e \u003cp\u003eSection III Social Business Strategies And Tactics 129\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Social Business Strategy for Marketing 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAppropriate Campaign Goals 135\u003c\/p\u003e \u003cp\u003eContent Marketing and Paid Media Amplification 139\u003c\/p\u003e \u003cp\u003eCase Study: Fort Collins Startup Week Goes Global on $2,500 144\u003c\/p\u003e \u003cp\u003eSearch Engine Optimization (SEO) 145\u003c\/p\u003e \u003cp\u003eKey Determinants Impacting Your Organic Search Ranking 146\u003c\/p\u003e \u003cp\u003eEnterprise Paid Search 148\u003c\/p\u003e \u003cp\u003ePredictive Advertising Management 149\u003c\/p\u003e \u003cp\u003eGEO Targeting and IP-Based Advertising 150\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Social Business Strategy for Sales 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Social Selling? 154\u003c\/p\u003e \u003cp\u003eWhy Is Social Selling Important? 154\u003c\/p\u003e \u003cp\u003eGoals for Social Selling 154\u003c\/p\u003e \u003cp\u003eWho Should Own Social Selling? 155\u003c\/p\u003e \u003cp\u003eThe Social Selling System 156\u003c\/p\u003e \u003cp\u003eSocial Selling Implementation 156\u003c\/p\u003e \u003cp\u003eSocial Selling Challenges 158\u003c\/p\u003e \u003cp\u003eAccount-Based Marketing (ABM) 158\u003c\/p\u003e \u003cp\u003eCase Study: #Closing $Millions for Pennies on the Dollar 160\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Social Business Strategy for Influencers and Employee Advocates 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInfluencer Marketing Tech Is Fragmented 164\u003c\/p\u003e \u003cp\u003eKey Trend 1: Decline of Advertising Due to the Massive Increase in Ad Blockers Globally 164\u003c\/p\u003e \u003cp\u003eKey Trend 2: Rise of Influencer Programs Is Leading to Greater Need for Efficiencies and Proving ROI 164\u003c\/p\u003e \u003cp\u003eKey Trend 3: CMOs Are Driving the Budget Increase in Marketing Technology Spend 165\u003c\/p\u003e \u003cp\u003eKey Trend 4: Four Critical Factors Are Fueling the Chaos in Influencer Marketing 165\u003c\/p\u003e \u003cp\u003eThe Five Categories of Influencer Marketing Tech 165\u003c\/p\u003e \u003cp\u003eInfluencer Marketing Platform “5 Capabilities” Model 166\u003c\/p\u003e \u003cp\u003eThe Influencer Marketing Manifesto 167\u003c\/p\u003e \u003cp\u003eCommunity: Size and Type of Audience 167\u003c\/p\u003e \u003cp\u003eContent: Format and Type 167\u003c\/p\u003e \u003cp\u003eChannel: Social Networks and Sites 168\u003c\/p\u003e \u003cp\u003eCredibility: Topical Relevancy 168\u003c\/p\u003e \u003cp\u003eChemistry: Brand-Influencer Fit 169\u003c\/p\u003e \u003cp\u003eControversy: Lack of Resonance and Transparency 169\u003c\/p\u003e \u003cp\u003eEmployee Advocacy 169\u003c\/p\u003e \u003cp\u003eEmployees Are the Most Credible Voices in Your Organization 170\u003c\/p\u003e \u003cp\u003eEmployee Advocacy Drives Sales 170\u003c\/p\u003e \u003cp\u003eWho Is Doing Employee Advocacy Right? 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Social Business Strategy for HR 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Recruiting 173\u003c\/p\u003e \u003cp\u003eUse Social Media to Evaluate Cultural Fit 175\u003c\/p\u003e \u003cp\u003eThe New Face of Social Recruitment 176\u003c\/p\u003e \u003cp\u003ePlay Sherlock 177\u003c\/p\u003e \u003cp\u003eCase Study: #Hirecarlos: How to Get Your Dream Gig with Social Media 178\u003c\/p\u003e \u003cp\u003eCase Study: Finding $500,000 Worth of Talent for $250 in Ads 182\u003c\/p\u003e \u003cp\u003eThemes for Your Advertising 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Social Business Strategy for Customer Service 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWe All Want the Same Simple Pleasures 188\u003c\/p\u003e \u003cp\u003eSocial Media Triage 191\u003c\/p\u003e \u003cp\u003eAudit Your CX Center of Excellence 193\u003c\/p\u003e \u003cp\u003eWhere to Begin? 194\u003c\/p\u003e \u003cp\u003eSection IV DATA AND AUTOMATION 197\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Designing Your Ultimate Marketing Stack 199\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow to Build a Solid MarTech Stack 200\u003c\/p\u003e \u003cp\u003eBottoms Up 200\u003c\/p\u003e \u003cp\u003eCRM 201\u003c\/p\u003e \u003cp\u003eMarketing Automation 201\u003c\/p\u003e \u003cp\u003eTag Management 201\u003c\/p\u003e \u003cp\u003eAnalytics and Tracking: You Need to Track Your Performance, Ads, Technology, and Everything Else 202\u003c\/p\u003e \u003cp\u003eInvest in Keeping Your Stack Open 202\u003c\/p\u003e \u003cp\u003eMonitoring the MarTech Stack 207\u003c\/p\u003e \u003cp\u003eMarTech That Drives Business Growth 211\u003c\/p\u003e \u003cp\u003eAgile Is Your Savior 212\u003c\/p\u003e \u003cp\u003eMarketing Technology Frameworks and the EMF 212\u003c\/p\u003e \u003cp\u003eAlways-On Assessment, Evaluation, and Adoption 213\u003c\/p\u003e \u003cp\u003eNo Single Platform Winner aka “Marketing Operating System” 213\u003c\/p\u003e \u003cp\u003eBuild, Buy, Or Rent? 214\u003c\/p\u003e \u003cp\u003eMobile Marketing Technology Stacks 214\u003c\/p\u003e \u003cp\u003eDrive Internal Buy-In and Stakeholder Influence by Measured ROI 215\u003c\/p\u003e \u003cp\u003eSection V Future-Proofing 217\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Building A Personal Brand, BRO 219\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBusiness Relationship Optimization 219\u003c\/p\u003e \u003cp\u003eAss Kiss It Forward 221\u003c\/p\u003e \u003cp\u003eProSumerTribuDucers 223\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Avoiding Obsolescence and the Road Ahead 227\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDead Ideas 227\u003c\/p\u003e \u003cp\u003eExperts Evolve into Sensemakers! 229\u003c\/p\u003e \u003cp\u003eLifelong Learning as a Habit 229\u003c\/p\u003e \u003cp\u003e5G, IoT, AI, VR, and Drones, Oh My! 230\u003c\/p\u003e \u003cp\u003eThe Fourth Industrial Revolution 231\u003c\/p\u003e \u003cp\u003eVirtual Reality Mini-VRcations 232\u003c\/p\u003e \u003cp\u003eVirtual Reality Masterminds and Uploadable Consciousness 233\u003c\/p\u003e \u003cp\u003e5G Allows Minimal Latency 234\u003c\/p\u003e \u003cp\u003eThe Dark Side of Drones 235\u003c\/p\u003e \u003cp\u003e5G Possibilities 236\u003c\/p\u003e \u003cp\u003eNotes 239\u003c\/p\u003e \u003cp\u003eAbout the Authors 249\u003c\/p\u003e \u003cp\u003eIndex 251\u003c\/p\u003e \u003cp\u003e\"This book is a requirement for leaders who, like me, believe that building companies that put their people and their customers in the center of every decision and strategy is the only way to go.\" ~ @petershankman Peter Shankman, author of Nice Companies Finish First and founder of Help a Reporter Out (HARO) and the Shankminds Entrepreneurial Community\u003c\/p\u003e \u003cp\u003e“This book equips managers and professional communicators with new tools to increase customer satisfaction and, even, employee happiness. This book keeps you from being a digital @#%hole and making mistakes that can cause deep pain for those who watch over a company’s reputation.” ~ @scobleizer Robert Scoble, technical evangelist, futurist, author at Scobleizer\u003c\/p\u003e \u003cp\u003e“Organizations that fail to treat the customer as the #1 asset in a digital world will face extinction and this book and practical solutions will help leaders implement and build a customer-centric marketing plan that is both innovative and reliable.” ~ @jeannebliss Jeanne Bliss,  author of Chief Customer Officer 2.0 and cofounder Customer Experience Professionals Association\u003c\/p\u003e \u003cp\u003e“The next 20 years will see more change than the previous 300 and this book will help organizations build an agile strategy that gives them a sustainable model for navigating these shifts with a human-centric culture and customer experience.” ~ @gleonhard Gerd Leonhard, futurist and author of Technology vs. Humanity\u003c\/p\u003e \u003cp\u003e“Digital Sense is common sense for the digital world — but for most organizations, it's not common yet. Travis and Chris do a terrific job of explaining how to successfully adapt your business to this new environment with a thoroughly engaging narrative. Two thumbs up!” ~ @chiefmartec Scott Brinker, CTO, author, and chair of the MarTech Conference\u003c\/p\u003e \u003cp\u003e“These days, your competitive advantage will come from your ability to focus your entire company on creating the ultimate customer experience. Travis and Chris will show you how. Written with energy, humor, and an in-your-face style that will keep you engaged page after page, Digital Sense is a must-read.” ~ @stevefarber Steve Farber, author of The Radical Leap, The Radical Edge, and Greater Than Yourself\u003c\/p\u003e \u003cp\u003e“When you focus on the future, you're doing something right. The authors' blueprint an easy-to-follow playbook for any size business to use as a template for success in this digital driven world. The strategies in the book pinpoint practices that are sure to become industry standards.\"  ~ @marshacollier Marsha Collier, author of The Ultimate Online Customer Service Guide and many other best-selling books\u003c\/p\u003e \u003cp\u003e\"In order to truly succeed as a human organization you must create organization-wide digital sense and this book gives you a playbook and the inspiration to lead that transformation\". ~ @bryankramer Bryan Kramer - bestselling author, keynote and TED speaker, and CEO\u003c\/p\u003e \u003cp\u003e“If you think I'm going to give a positive, biased review of this book solely because I host a podcast with Travis, you'd be wrong. In fact, working closely with him over the years makes me more critical of his work. So let me say this: Digital Sense is not chock full of generic, vanilla advice. This book is stuffed to the rafters with everything you need -- strategically and tactically -- to succeed in today's digital marketing minefield, illustrated throughout with inspirational and practical case studies.” ~@TheRealSJR Stewart Rogers, journalist, analyst, and speaker at VentureBeat and VB Insight\u003c\/p\u003e \u003cp\u003eThe pace at which innovation happens is getting faster—it’s moving in exponential ways as opposed to a linear progression. For senior leadership, that translates into a major velocity of disruption happening unexpectedly . . . all the time.\u003ci\u003e Digital Sense \u003c\/i\u003elays out two inclusive frameworks for getting your organization in shape, from the technology stack on up, to combine marketing technologies and social business strategy to continuously deliver a personalized experience to ever-changing customers. These highly accessible and powerful frameworks walk you through crafting a workplace culture customized to align your customers’ specific needs to your business goals. It reaches every employee and makes them more digitally savvy, which results in a raised level of synergy and optimized communication throughout the organization.\u003c\/p\u003e \u003cp\u003eOnce the digital ball is rolling, a reliable customer experience is achieved across all channels, and innovation becomes a part of everyday operations. Hard to believe? See for yourself in eye-opening case studies, up-todate data and statistics, and cutting-edge assessments on the latest research. These venture catalysts focus on the practical ways organizations stay nimble, including the tricks and hacks they personally use and the red flags even the pros often miss. By looking digitally through the lens of this book, you can: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eTurn data-driven insights into fresh solutions for deepening customer relationships and ultimately providing remarkable customer experiences on a regular basis \u003c\/li\u003e \u003cli\u003eEnhance your commonsense understanding of customer service to a refined digital-sense expertise for customer experience \u003c\/li\u003e \u003cli\u003eUse a “learn, plan, do” approach to reaching customers while at the same time allowing for “discover, design, deploy” innovation to improve everyday operations \u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eMake your move now to where the marketplace will be tomorrow with \u003ci\u003eDigital Sense.\u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989067808997,"sku":"NP9781119291701","price":26.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119291701.jpg?v=1761782660","url":"https:\/\/k12savings.com\/es\/products\/digital-sense-isbn-9781119291701","provider":"K12savings","version":"1.0","type":"link"}