Connected Marketing: The Viral, Buzz and Word of Mouth Revolution

Justin Kirby & Paul Marsden

Physical

In Circulation

Connected Marketing is a business book about the state of the art in viral, buzz and word-of-mouth marketing. Written by 17 experts working at the cutting edge of viral, buzz and word-of-mouth marketing, Connected Marketing introduces the range of scalable, predictable and measurable solutions for driving business growth by stimulating positive brand talk between clients, customers and consumers.

Edited by marketing consultants Justin Kirby (Digital Media Communications) and Dr. Paul Marsden (Spheeris/London School of Economics), and with a foreword by Emanuel Rosen (author of the bestselling ‘Anatomy of Buzz’) Connected Marketing is a collaborative work written by 17 opinion-leading consultants and practitioners working at the cutting edge of viral, buzz and word of mouth marketing. Contributing authors to Connected Marketing are Stéphane Allard (Spheeris), Schuyler Brown (Buzz@Euro RSCG), Idil Cakim (Burson-Marsteller), Andrew Corcoran (Lincoln Business School), Steve Curran, (Pod Digital), Brad Ferguson (Informative), Justin Foxton (CommentUK), Graham Goodkind (Frank PR), Justin Kirby (Digital Media Communications), Paul Marsden (Spheeris), Liam Mulhall (Brewtopia), Greg Nyilasy (University of Georgia), Martin Oetting (ESCP-EAP European School of Management), Bernd Röthlingshöfer (Independent), Sven Rusticus (Icemedia), Pete Snyder (New Media Strategies) and Thomas Zorbach (vm-people).

Connected Marketing shows how businesses can harness connectivity between clients, customers and consumers as powerful marketing media for driving demand.

What will you learn from this book

  1. Viral Nature of Marketing: The book likely emphasizes the viral nature of marketing, where content and messages can spread rapidly through social networks and online platforms.

  2. Word of Mouth as a Catalyst: Word of mouth is likely highlighted as a powerful catalyst for marketing success, with satisfied customers becoming brand advocates.

  3. Understanding Online Communities: Successful connected marketing involves understanding and engaging with online communities where discussions and sharing take place.

  4. Leveraging Social Media: The authors may provide insights into how social media platforms can be effectively utilized to amplify marketing messages and foster conversations.

  5. Creating Shareable Content: The importance of creating content that is shareable and resonates with the target audience is likely a key theme.

  6. Influencers and Advocates: Strategies for identifying and partnering with influencers and brand advocates to amplify the reach of marketing messages.

  7. Measuring Virality and Impact: The book may discuss metrics and methods for measuring the virality of campaigns and assessing their impact on brand awareness and perception.

  8. Consumer Empowerment: Connected marketing recognizes the empowerment of consumers who have a greater role in shaping brand narratives and influencing others.

  9. Crisis Management in the Digital Age: The authors might explore how connected marketing impacts crisis management, considering the rapid spread of information online.

  10. Ethical Considerations: The book may address ethical considerations in connected marketing, including transparency, authenticity, and the responsible use of data.

Language English
ISBN-10 1138152692
ISBN-13 9781138152694
No of pages 282
Font Size Medium
Book Publisher Routledge
Published Date 18 Aug 2016

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