• Power Shifts to the Connected Customers
    • From Exclusive to Inclusive
    • From Vertical to Horizontal
    • From Individual to Social
  • The Paradoxes of Marketing to Connected Customers
    • Breaking the Myths of Connectivity
      • Paradox No. 1: Online Interaction Versus Offline Interaction
      • Paradox No. 2: Informed Customer Versus Distracted Customer
      • Paradox No. 3: Negative Advocacy Versus Positive Advocacy
  • The Influential Digital Subcultures
    • Youth: Acquiring the Mind Share
    • Women: Growing the Market Share
    • Netizens: Expanding the Heart Share
  • Marketing 4.0 in the Digital Economy
    • Moving from Traditional to Digital Marketing
      • From Segmentation and Targeting to Customer Community Confirmation
      • From Brand Positioning and Differentiation to Brand Clarification of Characters and Codes
      • From Selling the Four P’s to Commercializing the Four C’s
        • Four P’s: product, price, place and promotion
        • Four C’s: co-creation, currency, communal activation, and conversation
      • From Customer Service Processes to Collaborative Customer Care
    • Integrating Traditional and Digital Marketing

New Frameworks for Marketing in the Digital Economy

  • The New Customer Path
    • Understanding How People Buy: From Four A’s to Five A’s
      • Four A’s: aware, attitude, act, and act again
      • Five A’s: aware, appeal, ask, ask, and advocate
    • Driving from Awareness to Advocacy: The O Zone
      • OWN, OTHER, OUTER
  • Marketing Productivity Metrics
    • Introducing PAR and BAR
    • Decomposing PAR and BAR
    • Driving Up Productivity
      • Increase Attraction
      • Optimize Curiosity
      • Increase Commitment
      • Increase Affinity
  • Industry Archetypes and Best Practices
    • Four Major Industry Archetypes
      • Pattern 1: Door Knob
      • Pattern 2: Goldfish
      • Pattern 3: Trumpet
      • Pattern 4: Funnel
      • Bow Tie: A Fifth Pattern
    • Four Marketing Best Practices

Tactical Marketing Applications in the Digital Economy

  • Human-Centric Marketing for Brand Attraction
    • Understanding Humans Using Digital Anthropology
      • Social Listening
      • Netnography
      • Emphatic Research
    • Building the Six Attributes of Human-Centric Brands
      • Physicality
      • Intellectuality
      • Sociability
      • Personability
      • Morality
  • Content Marketing for Brand Curiosity
    • Content Is the New Ad, #Hashtag Is the New Tagline
    • Step-by-Step Content Marketing
      • Step 1: Goal Setting
      • Step 2: Audience Mapping
      • Step 3: Content Ideation and Planning
      • Step 4: Content Creation
      • Step 5: Content Distribution
      • Step 6: Content Amplification
      • Step 7: Content Marketing Evaluation
      • Step 8: Content Marketing Improvement
  • Omnichannel Marketing for Brand Commitment
    • The Rise of Omnichannel Marketing
      • Trend 1: Focusing on Mobile Commerce in the “Now” Economy
      • Trend 2: Bringing “Webrooming” into Offline Channels
      • Trend 3: Bringing “Showrooming” into Online Channels
      • Optimizing Omnichannel Experience with Big-Data Analytics
    • Step-by-Step Ominichannel Marketing
      • Step 1: Map All Possible Touchpoints and Channels across the Customer Path
      • Step 2: Identify the Most Critical Touchpoints and Channels
      • Step 3: Improve and Integrate the Most Critical Touchpoints and Channels
  • Engagement Marketing for Brand Affinity
    • Enhancing Digital Experiences with Mobile Apps
    • Providing Solutions with Social CRM
    • Driving Desired Behavior with Gamification