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Digital Sense: The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience
This book provides the reader two revolutionary and pragmatic frameworks to re-organize their marketing and sales teams to optimize their competitive advantage and customer experience in a digital first and omni-channel world. The two major problems faced by marketers today are the talent gaps and knowledge gaps within their organization to effectively make sense of and implement a cohesive strategy that maps back to business objectives and delivers at or above the expectation of their customer set throughout the full course of the buyer's journey. Digital Sense will introduce both the Experience Marketing Framework((TM)) and the Social Business Strategy Framework((TM)) and break down the pragmatic step-by-step roadmaps to implement and customize these complementary and proven systems into any size organization (emerging enterprise to Fortune 500) as a new marketing operating system that is designed to deliver an optimized and engaged customer experience.
- GenresBusinessNonfiction
304 pages, Hardcover
First published December 19, 2016
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171 people want to read
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Displaying 1 - 11 of 11 reviews
October 22, 2017
O livro “Digital Sense: The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience” de Travis Wright e Chris Snook procura dar uma ideia do ecossistema criado em redor das empresas e das marcas com o surgimento do digital e das tecnologias de comunicação, nomeadamente com todo o boom ocorrido com o surgimento das redes sociais. O livro está escrito numa forma bastante coloquial, quase como conversa de café, mais focado no relato de caso, como é apanágio de muitos destes livros de marketing, mas neste caso são casos desenvolvidos pela dupla o que lhes dá maior autoridade sobre tudo aquilo que que vão apresentando.
Do todo, apresento aqui a parte que realmente me interessou, por representar um esforço de coligir o conhecimento e oferecer valor aos leitores, por meio daquilo que os autores apelidaram de “Experience Marketing Framework” (EMF), ou seja, um modelo de trabalho para a rentabilização de experiências de marketing digital. Para este modelo os autores usaram como base de trabalho o Design Thinking, a partir do modelo proposto por Jesse Garrett para o Design de Interação, apresentando o que definem como o seu EMF. O objetivo passa por trabalhar para desenvolvimento de uma Experiência Digital de sucesso junto dos potenciais consumidores.
[Diagrama]
"1 - Research - Insight Layer - User Needs / Objetives
2 - Strategy - Vision Layer - Content requirements / Functional Specs
3 - Execution - Success Layer - Design"
O resto do livro não me interessou muito, ou por ser demasiado focado nas lógicas do marketing, distante do design e da experiência, mais preocupado com os números e retornos. Por outro lado nota-se alguma ligeireza no discurso dos autores, pecando por vezes por arrogância, outras vezes mesmo por impertinência. A título de exemplo, os três métodos para entrar na cabeça dos utilizadores, segundo eles, são o "choque, espanto e o estar de acordo". Já os perfis dos trabalhadores das empresas podem-se definir como: “Influencers, Amplifiers, Motivatables, and Zombies”. Os zombies seriam todos aqueles nas empresas que não estão dispostos a embarcar na inovação, ou que votam sempre contra novas ideias. Percebendo o que querem dizer, o modo como é trabalhado, é tudo menos profissional.
Nota real: 2.5/5
Publicado no VI
https://virtual-illusion.blogspot.pt/...
Do todo, apresento aqui a parte que realmente me interessou, por representar um esforço de coligir o conhecimento e oferecer valor aos leitores, por meio daquilo que os autores apelidaram de “Experience Marketing Framework” (EMF), ou seja, um modelo de trabalho para a rentabilização de experiências de marketing digital. Para este modelo os autores usaram como base de trabalho o Design Thinking, a partir do modelo proposto por Jesse Garrett para o Design de Interação, apresentando o que definem como o seu EMF. O objetivo passa por trabalhar para desenvolvimento de uma Experiência Digital de sucesso junto dos potenciais consumidores.
[Diagrama]
"1 - Research - Insight Layer - User Needs / Objetives
2 - Strategy - Vision Layer - Content requirements / Functional Specs
3 - Execution - Success Layer - Design"
O resto do livro não me interessou muito, ou por ser demasiado focado nas lógicas do marketing, distante do design e da experiência, mais preocupado com os números e retornos. Por outro lado nota-se alguma ligeireza no discurso dos autores, pecando por vezes por arrogância, outras vezes mesmo por impertinência. A título de exemplo, os três métodos para entrar na cabeça dos utilizadores, segundo eles, são o "choque, espanto e o estar de acordo". Já os perfis dos trabalhadores das empresas podem-se definir como: “Influencers, Amplifiers, Motivatables, and Zombies”. Os zombies seriam todos aqueles nas empresas que não estão dispostos a embarcar na inovação, ou que votam sempre contra novas ideias. Percebendo o que querem dizer, o modo como é trabalhado, é tudo menos profissional.
Nota real: 2.5/5
Publicado no VI
https://virtual-illusion.blogspot.pt/...
July 18, 2017
There is good information in Digital Sense, perhaps too much information. While it's opening story sets the stage for how the power of social media can affect change in big corporations, the rest of the book is littered with statistics and "read this other book to learn more" references.
Digital Sense seems to be geared towards large companies that have middle management and competing departments in need of a coherent strategy. The problem is this book spends little time on strategy. Rather than pick one topic and drill deep, the authors take more of a shotgun approach, giving "digital bits" of information here and there.
Can you learn something from this book?
Probably.
Can you learn similar things better from other books?
Absolutely.
Digital Sense seems to be geared towards large companies that have middle management and competing departments in need of a coherent strategy. The problem is this book spends little time on strategy. Rather than pick one topic and drill deep, the authors take more of a shotgun approach, giving "digital bits" of information here and there.
Can you learn something from this book?
Probably.
Can you learn similar things better from other books?
Absolutely.
October 7, 2017
Not bad. I had the pleasure of hearing one of the authors speak and found his ideas inspired and instructive. There are hundreds of books like this—self-help work books. While I have no reason to think this one will be the next nationally important marketing book, it does review in a serious and helpful way some basic marketing advice such as touch points, customer journey and thinking of your ideal customer and how he thinks, feels and acts in his purchase process. The last third of the book seems to be an ad for some platform the authors are selling. I guess that’s the risk of books about digital space....all your advice will be outdated in six months.
June 27, 2017
The advice is practical but not so basic you're rolling your eyes. I found the best parts of this book are the connections between social purpose and business objectives. I will be having direct reports read this book as a good primer for why marketing demands strategy before tactics, and engagement before vanity. Overall (maybe because of my career) I didn't find it to be groundbreaking, but I do find it to be a useful business read.
February 17, 2019
Great stuff. First half of the book was fantastic; the second got a little too technical and became information overload at points. But a refreshing look at marketing in the digital age, and a great read for anyone starting out in that field or for someone looking to be reinvigorated by their work.
July 7, 2021
This isn't really so much about technology as it is a tutorial on how to use technology appropriately for business and personal marketing.
February 3, 2017
No one can dispute the quality of the content of this book, the changes in human society based on the power of digital computers, the amount of data they can operate on, the quality of the algorithms and the speed with which they can process the data is reaching an inflection point. Once that situation exists, there will be a dramatic loss of jobs, probably faster than new jobs to replace them can be created. For example, there are slightly less than two million drivers of long haul trucks, there is no question that most of them will be put out of a job by self-driving trucks. The financial and safety advantages of self-driving trucks are just too great. Furthermore, those jobs will disintegrate very quickly, most likely over only a few months and within the next two years.
The phrase “digital sense” refers to the knowledge of changes of this form as well as how the new online forums and other access points allow the modern business to communicate effectively with customers as well as engage in effective internal messaging. Much of the focus is on creating quality customer experiences, to some that is coddling, but to the people that have to satisfy a bottom line it is just good business.
The book opens with Travis Wright sending an angry tweet about the ownership of the Kansas City Chiefs football team being cheap regarding paying the salaries needed to attract quality player. A member of the social media team of the Chiefs responded almost immediately with a very negative message. It turned out that at the time, Travis’ Twitter account had more followers than the Chiefs’. Needless to say, it did not turn out well for the Chiefs organization.
While extreme, this example does demonstrate the fundamental lack of knowledge of the power of digital messaging, especially when you do it wrong. Although it does not flow as well as it could, Wright and Snook give the reader a great deal of solid advice mixed with actual situations that they faced and dealt with. Given that a digital sense is now essential for success in almost all businesses, the lack of this information could be a killer of your hopes for business success. Business is now human to human or #H2H, only the contacts are electronic and multifaceted rather than face to face or by phone or snail mail.
Success in business is never guaranteed, but failure is fairly easy to achieve. Reading this book will help maximize your chances of success, if you don’t take it seriously others will and leave tread marks on your scalp.
The phrase “digital sense” refers to the knowledge of changes of this form as well as how the new online forums and other access points allow the modern business to communicate effectively with customers as well as engage in effective internal messaging. Much of the focus is on creating quality customer experiences, to some that is coddling, but to the people that have to satisfy a bottom line it is just good business.
The book opens with Travis Wright sending an angry tweet about the ownership of the Kansas City Chiefs football team being cheap regarding paying the salaries needed to attract quality player. A member of the social media team of the Chiefs responded almost immediately with a very negative message. It turned out that at the time, Travis’ Twitter account had more followers than the Chiefs’. Needless to say, it did not turn out well for the Chiefs organization.
While extreme, this example does demonstrate the fundamental lack of knowledge of the power of digital messaging, especially when you do it wrong. Although it does not flow as well as it could, Wright and Snook give the reader a great deal of solid advice mixed with actual situations that they faced and dealt with. Given that a digital sense is now essential for success in almost all businesses, the lack of this information could be a killer of your hopes for business success. Business is now human to human or #H2H, only the contacts are electronic and multifaceted rather than face to face or by phone or snail mail.
Success in business is never guaranteed, but failure is fairly easy to achieve. Reading this book will help maximize your chances of success, if you don’t take it seriously others will and leave tread marks on your scalp.
April 17, 2017
Innovation is only speeding up at an exponential rate. It seems some things are obsolete before they even get started. This book, “Digital Sense: The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience” by Travis Wright and Chris Snook takes a look at digital marketing, new technologies and strategies, and customer service in a different way than most. It definitely deserves a read by managers, executives, marketing professionals, and anyone else who is involved with digital marketing. As the title suggests, “Digital Sense” is full of great ideas and common sense.
After the overview chapters one and two, the book goes into chapters on building a customer-centric organization, social business strategies and tactics, data automation, and future-proofing. It's an engaging read, and the authors like to have some fun. Pay attention to the sections in the book where they ask you to tweet to them. I did on the one section, and yes, they tweeted back.
Some of the ideas in this book hit me as being perfect advice that I could actually use. Other ideas were more suited for different kinds of businesses or organizations. But all of it was practical and seemed doable with a little effort. And I'm guessing that the parts that I didn't connect with as much were due to my lack of knowledge in certain areas of digital marketing.
If you are a marketer, this is a really good book to assist you with your digital marketing efforts.
After the overview chapters one and two, the book goes into chapters on building a customer-centric organization, social business strategies and tactics, data automation, and future-proofing. It's an engaging read, and the authors like to have some fun. Pay attention to the sections in the book where they ask you to tweet to them. I did on the one section, and yes, they tweeted back.
Some of the ideas in this book hit me as being perfect advice that I could actually use. Other ideas were more suited for different kinds of businesses or organizations. But all of it was practical and seemed doable with a little effort. And I'm guessing that the parts that I didn't connect with as much were due to my lack of knowledge in certain areas of digital marketing.
If you are a marketer, this is a really good book to assist you with your digital marketing efforts.
February 10, 2017
I think Digital Sense is the best book that I've ever written. This is also the only book that I've ever written.
July 23, 2018
Memoirs of a twitter guy.. Introduction is interesting, rest is crap.
February 14, 2020
A great compact book to know more about what digital marketing actually is
Displaying 1 - 11 of 11 reviews