When it comes to marketing, precision matters. Award-winning marketer, Sandra Zoratti, Author and Vice President of Marketing, Executive Briefings and Education for Ricoh, establishes a persuasive case for data-driven marketing in her new book launched by Ricoh today, Precision Marketing: Maximizing Revenue Through Relevance.
Featuring success stories from industry giants such as Amazon, Fiat, and Caesars Entertainment, Precision Marketing provides valuable and pragmatic insights into how a company can earn and maintain a strong foothold in today’s highly competitive economy.
In her book, Zoratti shows how customers say “Know Me or No Me” and vote with their dollars, attention and brand-altering online voices when companies fail to deliver relevant marketing content. Marketers, it seems, are still missing the relevancy mark and thus introducing substantial risks to the health of their business. Zoratti asserts – and supports with real-world examples – that by leveraging existing customer data to deliver targeted, tailored content, marketers can effectively increase customer loyalty, attract new prospects and drive revenue for their brand.
The book also examines the hidden costs and negative impact of marketing clutter on a company’s bottom line, and offers results-driven solutions that will help strengthen a brand’s market positioning.
Precision Marketing is a must-read for any senior executive or marketer looking to understand what drives consumers to make purchase decisions and stay loyal to a brand. Customer engagement is a key, ever-present challenge faced by marketers, and Precision Marketing provides a six-step framework to implement targeted and proven marketing approaches across all communications channels – including direct mail, email and social media.
Zoratti, winner of BMA Gold Key and International MarCom awards and BMA Colorado Marketer of the Year in 2012, gives a thorough breakdown of the steps necessary to deliver more powerful marketing results through the use of customer insights developed via data analytics. All author royalties from this book will be donated to Room to Read, an international nonprofit organization focused on literacy and gender equality in education.
“As marketers, we spend the bulk of our time and dollars on the ever-elusive goal of customer engagement. Today, consumers are in control, and a whopping 50 percent of consumers said they are leaving brands due to irrelevancy,” said Zoratti. “Through our work at Ricoh with leading hotels, telecommunications companies, insurance companies, public utilities and more, we’ve utilized the data-driven precision marketing tactics featured in this book to help secure our customers double-digit-plus returns on marketing investments. My hope is that this book is illuminating to other marketers and companies who are looking to improve customer engagement and drive revenue and ROI.”
Readers of this book will come to understand:
• Actionable Insights: This book will introduce a new, effective and practical approach – precision marketing – to business and consumer marketing that addresses the growing challenge of buyer resistance and message fatigue
• Proof Points: Market metrics, data points and other compelling evidence is provided to support the precision marketing business case. Precision Marketing will provide resources to help the champions of change promote this approach in a way that gains the support of other senior decision-makers and decision-influencers
• Compelling Case Studies: This book provides vivid examples of how other leading companies, across industries, geographies and applications, are employing insight-driven marketing to deepen customer relationships and achieve profitable growth
• Perspectives from Business and Marketing Innovators: Drawing on the perspectives of thought leaders and business practitioners, Precision Marketing will show that relevancy is key to today’s successful business and marketing strategies – even as it defies some aspects of conventional wisdom
A sampling of the reviews of the book include:
“Powerful! This book is a real-world account of becoming a social business through the use of data to drive customer engagement. Read this book if you are a business leader who wants to be set apart and deliver improved results.” - Sandy Carter, IBM Vice President, Social Business Evangelism
“Precision Marketing uses some of the best research on the planet to show you why, and how, to leverage the right information to substantially grow your business. Read this book…then give it to your CEO.” - Joe Pulizzi, Founder Content Marketing Institute
"Marketers run the gauntlet of business every day. Saddle up; it's time for change! Precision Marketing is a great read!” - Jeffrey Hayzlett, Marketing Maverick and best-selling author of The Mirror Test and Running the Gauntlet
Precision Marketing: Maximizing Revenue Through Relevance, Kogan Page, 978-0-7494-6535-3. To order a copy of Precision Marketing, please visit: http://amzn.com/0749465352