Dancing Through the Digital Revolution

Contents
Foreword by Linda Kaplan Thaler    1
Introduction: Perspectives
Change Management Lessons from Chairman Mao    3
Trump’s Marketing Lessons    7
Instigating Innovation    9
Section 1- STRATEGIES/ CHANNELS / TACTICS    11
Developing an Omnichannel Strategy    12
Managing Multichannel Marketing    13
New Ways to Get Consumers' Attention    15
Everyone Needs an eCommerce Strategy    17
Future Proof Your Brand    18
Maximizing Media Mix    20
Mobilizing Influencers    22
B2B Marketers–Pick Up the Phone!    24
Don't Write Off Direct Mail    25
Section II -CRM / ENGAGEMENT / LOYALTY
Loyalty is a Function of Love & Money    27
Addressing On-Demand Consumers    29
Improving Engagement Planning    31
Customer Experience According to Chef Bouley    33
5 Deadly Lead Generation Sins    35
The Impact of Surprise and Delight!    36
The Problem with Points    37
Section III -BIG DATA / MARTECH
The Basic Challenge of Big Data    39
5 Data Science Challenges    41
Big Data is a Double-Edged Sword    42
Clairvoyant Marketing    44
AI: A Reality Check    45
Marketing Tech Choices Make a Critical Difference    48
You Are Your MarTech Stack    50
Practice Partial Personalization    53
One-to-One Media Plans on the Horizon    54
Why MadMen Aren't Embracing MathMen    56
Section IV - EMAIL
Email's 10 Commandments    58
5 Clues for Improving Email Impact    59
4 New Email Insights    61
A New Email Marketing Tactic    63
Section V -MOBILE
Mobility Changes Everything    64
Embrace Mobile Marketing    67
For Mobile Engagement ... Speed Counts    69
Building the Next Killer App    70
5 Ways to Test Mobile Advertising    72
Mobile Coupons on the March    73
4 Ways to Use SMS as a Brand Asset    75
The Secret of Pokémon Go's Success    76
Section VI -SOCIAL MEDIA
Does Social Media Work?    78
Using Social Media for B2B Impact    80
Re-Thinking Facebook    81
Facebook is a Direct Marketing Machine    84
Facebook's Retargeting Platform    85
Using Twitter    86
5 Ways to Optimize Instagram    90
Don't Ignore Instagram    92
Using YouTube to the Max    94
What’s Next?    96
Acronym Glossary    99
About The Author    103