10 Principles of Modern Marketing 1st edition by Ann Lewnes, Kevin Lane Keller ISBN 8194626445 978-8194626442

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ISBN 10: 8194626445
ISBN 13: 978-8194626442
Author: Ann Lewnes,Kevin Lane Keller

The marketing field has changed dramatically in recent years in direct response to the way technology has affected the wider practice of management. Technology now affects virtually every facet of how organizations design, plan, execute, and measure their marketing efforts. While every industry has changed — consumer products, financial services, durable goods, and others — the technology industry, by virtue of its fast-paced, innovative nature, tends to lead the charge when it comes to marketing transformation and has become the model for modern digital marketing efforts. Changes in the marketing of technology products are important not only for those marketers looking to hone their craft in that industry but also for marketers in other industries seeking to acquire new skills and practices.

With more than 30 years of experience each in the practice or study of technology product marketing, we set forth a set of principles that reflects both classic and new approaches. We illustrate these examples with several firsthand examples from Adobe, a technology marketing pionee and enduring market leader, as well as other top technology companies such as Fitbit, Intel, Intuit, Red Hat, and Spotify.

10 Principles of Modern Marketing 1st Table of contents:

• Introduction to Modern Marketing

  • Overview of marketing in the digital age.
  • The shift from traditional to modern marketing.

• Principle 1: Customer-Centric Approach

  • Importance of understanding and focusing on customer needs and wants.
  • Creating value for customers.

• Principle 2: Data-Driven Decisions

  • Utilizing data and analytics to guide marketing strategy.
  • Making informed decisions based on customer behavior.

• Principle 3: Digital Transformation

  • The role of technology and digital platforms in marketing.
  • The rise of social media, search engines, and other digital channels.

• Principle 4: Content Marketing

  • Creating valuable content that resonates with your audience.
  • The importance of storytelling in marketing.

• Principle 5: Personalization

  • Customizing marketing messages for specific audiences.
  • Leveraging AI and machine learning for personalized experiences.

• Principle 6: Integration Across Channels

  • Omnichannel marketing strategies.
  • Creating a seamless experience across various touchpoints.

• Principle 7: Social Media Marketing

  • Building a social media strategy.
  • Engaging with consumers on platforms like Instagram, Facebook, and LinkedIn.

• Principle 8: Influencer Marketing

  • Collaborating with influencers to amplify brand messages.
  • How to choose the right influencers.

• Principle 9: Measuring Success

  • Key performance indicators (KPIs) for modern marketing.
  • Tools and metrics to assess the effectiveness of marketing campaigns.

• Principle 10: Continuous Innovation

  • Adapting to changes in consumer behavior and technology.
  • Keeping up with trends and evolving your marketing strategy.

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