Contents
Preface: Is Digital Marketing Dead?
Chapter 1: Business as Usual Is Over . . . or Is It?
Chapter 2: Digital Changes Everything
Developing Digital Communities
So, Digital Doesn’t Really Change Anything . . . Except . . . Everything
Chapter 3: The Importance of Relationships
The Limitations of Relationships
The Components of a Real-World Relationship
Relationship Killers: Geography, Time, and Attention
Relationships in the Digital World
Chapter 4: How We Connect in the Digital World
What Is a Relationship Network?
Can We Have More Relationships?
Communication All the Time, Anytime
Becoming the Center of Attention
The Digital Universe Is All about You
Welcome to the Relationship Economy
The Evolution of the “Buyer’s Journey”
Four Distinct Relationship Types
Understanding the Relationship Cycle
Nirvana: Becoming Part of the Tribe
Chapter 5: Measuring the Value of Relationships
Understanding the Relationship Network
The Impact of Relawatts on Marketing Strategy
Need and the Relationship Cycle
Acknowledge That Not Everyone Wants the Same Relationship
Scale: Something We Can’t Get in the Analog World
Why Is Digital Eating into Retail Sales?
When Content and Product Selection Collide
Curation Proves Content Is Important
Why Face-to-Face Is So Important (to business)
Is There Any Trust in Digital?
Online Video Is Growing Stupid Fast
The Science behind Why We Like Video
Video: The One-Two Punch for Businesses?
Online Video as Your Gateway to Trust
Building a Compelling Video Library
The Science behind Storytelling
Stories, Relationships, Emotion, and Business
Connecting the Dots (Why Stories Are Important)
What Makes a Story Good for Business?
Coca-Cola: A Company That Gets Storytelling
How We Communicate in the Real World
Trust: The Foundation of Authenticity
The Importance of Authenticity
The Importance of Transparency
Authenticity in the Digital World
Even Politicians Can Be Authentic
Chapter 13: Delivering Consistency
Digital Experiences Are Really Real-World Experiences
More Touchpoints = More Complexity
Consistency Is about Assembling, Not Portraying
Precision Marketing in the Age of Context
Excellent Examples of Consistency
Chapter 14: Maintaining Credibility
In the Digital World, Everybody Is an Expert
Great Content = Digital Credibility
A Planet of Helpful Associates
Helpfulness in the Digital World
The Impact of Digital on Marketing
The Transition from Outbound to Inbound
Inbound, Outbound, and the Buyer’s Journey
Helpfulness Drives Relationships
Lowe’s: Helpful above All Else
Chapter 16: Nurturing Online Communities
The Online Community as “Virtual Physical Presence”
F5 DevCentral—A Community Example
Negative Feedback (the Elephant in the Room)
Chapter 17: Delivering the Promise
Delivery from the Cloud (and Not Underneath Someone’s Desk)
Reach, Scale, and Availability
Improving the Delivery Experience
Optimizing the Browser Experience
Keeping a Watchful Eye (like Kevin)