TY  - BOOK
AU  - Weber, Larry
AU  - Henderson, Lisa Leslie
TI  - The digital marketer : ten new skills you must learn to stay relevant and customer-centric / Larry Weber, Lisa Leslie Henderson
SN  - 9781118760833
U1  - 658.872 
CY  - Hoboken, New Jersey : Wiley, 2014
KW  -  Internet marketing
KW  - Marketing research
N1  - 
"Big data. Digital loyalty programs. Predictive analytics. Contextualized content. Are you ready? These are just a few of the newest trends in digital marketing that are part of our everyday world. In The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, digital marketing guru Larry Weber and business writer and consultant Lisa Leslie Henderson explain the latest digital tools and trends used in today's marketing initiatives. The Digital Marketer explains: the ins and outs of this brave new world of digital marketing; the specific techniques needed to achieve high customer engagement; the modern innovations that help you outperform the competition; the best targeting and positioning practices for today's digital era; how customer insights derived from big and small data and analytics, combined with software, design, and creativity can create the customer experience differential."-- From publisher's description; The 10 essential skills every marketer needs -- How organizations are adapting to the customer-centric era -- Build a successful marketing career (hint: standing still is extraordinarily risky) -- Design valuable customer experiences -- Find actionable insight in big data and marketing analytics -- Employ entrepreneurial thinking for discernment and agility -- Create a content experience strategy that delivers -- Engage customers via social communities -- Maximize marketing impact with converged media -- Drive sales with marketing automation -- Craft worthwhile loyalty and digital couponing programs -- Ignite customer-centricity everywhere; Includes bibliographical references (pages 317-344) and index

ER  -