Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership Hardcover - 2007 - 1st Edition
by Joseph Jaffe
From the jacket flap
Throughout the history of advertising and marketing, communicating with consumers has been a one-way street. Marketers produced and disseminated messages and customers consumed them whether they liked them or not. Today, every person sees thousands of advertisements a day--and totally ignores the vast majority of them. Yet, companies still spend billions of dollars each year yelling at customers who don't want to hear it.
In this follow-up to his bestselling book, Life After the 30-Second Spot, author Joseph Jaffe explains how marketers must adapt to the brave new world of the Internet, social media and networking, consumer-generated content, blogs, and podcasts by joining the rich, deep, and meaningful customer conversations already in progress.
Consumers today are active participants in the advertising process, not silent targets and sitting ducks for one-way communication. Forget about the medium being the message; today, consumers are both the medium and the message. The future is bright for organizations that can join the ongoing dialog and leverage their customer relationships to build win-win situations for businesses, brands, and individuals. Through the power of community, dialog, and partnership, marketers finally have the power to talk with consumers rather than at them.
Traditional marketing is a red flag smart consumers can see from a mile away; an outdated idea lurching toward them with the same predictable exhortations and tired come-ons. They've had enough, and it's time to change the dynamic. When marketing is a conversation, marketers can get to know their consumers as individuals, not as silent members of a faceless demographic subsection. Join the Conversation uses real-world brands and companies, real case studies, and real conversations to reveal how to talk to customers--and how to get them talking about you.
It's time for marketing and marketers to become more meaningful and authentic, or they will both become obsolete. Totally practical and brilliantly revolutionary, Join the Conversation reveals the future of marketing and how you and your company can march boldly into it.
Join the conversation today at www.jointheconversation.us or through Jaffe's daily blog and podcast, Jaffe Juice (www.jaffejuice.com).
Details
- Title Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership
- Author Joseph Jaffe
- Binding Hardcover
- Edition number 1st
- Edition 1
- Pages 320
- Volumes 1
- Language ENG
- Publisher Wiley, Hoboken, NJ
- Date 2007-10-01
- Features Dust Cover, Index, Price on Product - Canadian, Table of Contents
- ISBN 9780470137321 / 0470137320
- Weight 1.11 lbs (0.50 kg)
- Dimensions 9.24 x 6.04 x 1.07 in (23.47 x 15.34 x 2.72 cm)
- Library of Congress subjects Business communication, Marketing
- Library of Congress Catalog Number 2007015889
- Dewey Decimal Code 658.834
Media reviews
Citations
- Reference and Research Bk News, 02/01/2008, Page 117
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