Hungry for new trends in marketing and fresh ideas? Look for insights in new literature! We review new publications and recommend the most interesting ones, encouraging you to learn new tricks and skills. What do you prefer: creating extraordinary user experience, social media, spiking your ROI thanks to better offer timing or gaining customer loyalty in B2B? Plenty of inspiration!
Kathy Sierra, Bert Bates, Badass: Making Users Awesome
[UX, design, WOMM]
What makes a product unique? Not its objective qualities, not beautiful design, not originality. The key is to make user feel great (about themselves, not about you). If your customers experience that, they will be eager to share the experience. And recommendations of actual users are the best method for acquiring new ones.
Required reading for all user-oriented and searching new ways of understanding his needs. You will learn how to create intuitive product, how to reduce amount of choices user has to face, how to make user develop automatic habits.
Adele R. Cehrs, SPIKE your Brand ROI: How to Maximize Reputation and Get Results
[PR, Content Marketing]
Every one of us is exposed to over 5000 marketing messages daily. How to get through with your word in all that noise? How to create content that will stand out? How to distinguish between real signs of customers’ engagement and ostensible ones (e.g. Facebook likes can mislead as they rarely entail purchase decisions) and ensure that you really embrace the former?
Adele wants to separate marketing babble from real work and measurable effects. For her what is crucial is not an amount of messages, but timing – adjusting message in time, when customer actually wants and needs information from us.
A big advantage of the book is abundance of case studies and very specific tips.
Robyn Haydon, Winning Again: A retention game plan for your most important contracts and customers
[B2B, retention, loyalty]
In B2B we lose half of our clients, when time for renewal or next payment comes, notes Haydon. The reason doesn’t lie in our mistakes or poor customer service, but in inevitable changes in our relationship. Since your first contract, your client’s situation has probably evolved – now he faces different challenges than earlier. Can you answer to new demands?
Can you make a perfectly tailored offer, write excellent proposal and win formal bids? If not, prepare for mastering new skills!
Haydon, basing on her enormous experience, covers all these topics in great, concise yet vivid writing.
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If any of aforementioned books interests you particularly, let us know in comments – we will write more about it! And let us know about books that inspired you lately – which of your readings changed the way you think about marketing?
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