Description
Book SynopsisLISTEN FIRST!
Shhh Listen. Hear that? That''s the sound of your business. The conversations taking place online and in the marketplace tell you nearly everything you need to know about your company and your customers?what people are saying about you, how they use your products, whether they''ll buy or recommend your product, and how they respond to your marketing and advertising. Listening provides unrivaled insight. If you do it right, you''ll have a decisive edge over your competition as you adapt faster to customer needs and market changes. Listening is ultimately about gaining business advantage.
Based on authoritative research from the Adver-tising Research Foundation, Listen First! delivers a playbook for marketing and advertising success-fully in our conversational era. This book explains what listening is, how to do it, how it''s used, and where it''s headed. Done well, social media listening uncovers pivotal insights that guide marketing as well a
Table of Contents
Foreword Bob Barocci and Stephen D. Rappaport.
Introduction.
Part I Steps to Effective Listening.
Chapter 1 Organize for Listening, Define Objectives, Key Measures, and Conversations.
Chapter 2 Evaluate and Select Listening Solutions.
Chapter 3 Field, Analyze, and Report and Evaluate Listening Research.
Part II Listening-Led Marketing and Advertising: Applying Listening Insights to Achieve Key Business Objectives.
Chapter 4 Understand the Consumer's Mind-set.
Chapter 5 Discover New Customers.
Chapter 6: Drive New Product Development and Innovation.
Chapter 7 Create Messages That Resonate.
Chapter 8 Improve Products and Services.
Chapter 9 Increase Sales.
Chapter 10 Sense Change to Compete in the Present.
Chapter 11 Rebrand and Reposition Products and Services.
Chapter 12 Manage Reputation.
Chapter 13 Compete Strategically.
Chapter 14 Provide Customer Care and Increase Customer Satisfaction.
Part III Listening-Led Marketing and Media Innovations.
Chapter 15 Social TV Measurement.
Chapter 16 Listening-Based Targeting.
Chapter 17 Achieve Share of Market Goals.
Chapter 18 Listening-Based Sales Prediction.
Part IV Listening's New Frontiers.
Chapter 19 Listen to New Signals.
Chapter 20 Focus on Culture.
Chapter 21 Change the Research Paradigm.
Chapter 22 Rethink Marketing, Media, and Advertising.
Chapter 23 Become a Listening Organization.
Appendix Vendor Profiles A Resource Guide.
Advertising Research Foundation.
Acknowledgments.
References.
Glossary.
Index.
