Reading is an important part of staying sharp in the marketing business, especially here in Washington, where competition is high. Learning about trends, philosophies and new developments in the science of marketing will make you a stronger professional, no matter what your specific marketing job. Classic marketing books should be on your list, but there are some newer publications that you should read to help refocus and re-energize yourself as you think about career advancement strategies this year. And, if you’re considering a new marketing job in 2018, these are the trends you’ll need to know about to stand out from the crowd.
Hit Makers: The Science of Popularity in an Age of Digital Distraction
Hit Makers by Derek Thompson looks at what makes things breakout and become popular. Experts have been trying to figure out the science of popularity for some time, and with little success. Thompson concedes that there are no “rules” to follow to make something pop in the market, but he does identify reliable patterns. The author uses storytelling to tackle a complex subject, making it accessible to everyone.
Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit
Joe Pulizzi and Robert Rose of the Content Marketing Institute have once again teamed up on a book. Killing Marketing refers to the evolving model of marketing as a cost center. The authors break down the profit-generating model to help marketers understand what to focus on as they build emotional connections with their content consumers. Pulizzi and Rose drive home the point that no matter your strategy, it is important to look and think “beyond the campaign.”
What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint
Author Nicholas Webb discusses the ways in which companies must move beyond customer service and start creating exceptional customer experiences. In What Customers Crave, Webb’s treatise is that customer experience is composed of five touchpoint moments: pre-touch, first-touch, core-touch, last-touch and in-touch. Understanding what customers want and delivering it is the heart of modern marketing.
Pre-Suasion: A Revolutionary Way to Influence and Persuade
In 1984, Robert Cialdini wrote Influence, considered mandatory reading for marketers. Pre-Suasion is his long-awaited sequel. In this volume, Cialdini digs deep into the subtleties of persuasion and aims to help marketers persuade internal colleagues to support marketing initiatives and to persuade customers to take action. This is a compelling read for all marketers, but particularly professionals who are in a leadership role or who aim for a leadership role, as persuasion is key to achieving C-suite buy-in for new marketing technologies and strategies.
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