The emergent consumer. No longer alone, connected, empowered and armed to the teeth with information from the internet and the mobile phone, digitally connected consumers are brand polygamists or worse. How will your business survive the Community Generation? Can you build passionate brand advocates or will you face an overwhelming community out to destroy you?
Communities Dominate Brands covers changes altering business and industry worldwide with lessons from leading connected societies such as Finland, Korea, Japan, Hong Kong as well as the UK and USA. The authors explain community behaviour in gaming and virtual worlds, among bloggers and the ever growing herds swarming with the mobile/cellular phones.
Archaic business models are under threat by the new world order of the new digital economics. Raiders are after your customers like never before. Communities Dominate Brands discusses disruption, convergence, cannibalisation and new marketspace. The authors explain the business relevance of CANs, iPod, MMOGs, MVNOs, PVRs, SMS text messaging, VOD. This is the definitive business and marketing book, showing what businesses need to do to make money in the new digitally converging environment.
Dominate through Engagement. Through the wholesale unbundling of the media audiences are now learning the benefits of two-way flows of information. Traditional interruptive advertising, branding and marketing isn't working anymore. A new way of customer engagement is needed, and the authors provide over 50 examples and a dozen case studies by global brands such as Adidas, Apple, Audi, BBC, Boeing, Coca Cola, eBay, Ford, Google, Guiness, MTV, Nokia, Orange, Philips, Red Bull, Sony, Tesco, Vodafone, etc.
Fully indexed, impeccably researched with documented sources Communities Dominate Brands is a hands-on practical business handbook on how to adjust marketing to deal with communities. Defining the next generation of consumer, Gen-C, and introducing tools such as the Alpha Users, the 4Cs and Reachability, the authors provide a competitive head-start to all who want to achieve customer loyalty and return business in the 21st century. The old way of doing business is over, the time of brands dictating and advertising interrupting is now being overtaken by interractive community-oriented engagement marketing.
This is the business book to read now.