Trendology Building an Advantage through Data-Driven Real-Time Marketing
Trendology Building an Advantage through Data-Driven Real-Time Marketing
- ISBN 13:
9781137479556
- ISBN 10:
1137479558
- Format: Hardcover
- Copyright: 11/04/2014
- Publisher: Palgrave Macmillan
Click the link below to purchase this eBook from our trusted partner, eCampus.com.
List Price $29.99 Save $1.05
Usually Ships in 2-3 Business Days
We Buy This Book Back!
Free Shipping On Every Order
Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Extend or Purchase Your Rental at Any Time
Need to keep your rental past your due date? At any time before your due date you can extend or purchase your rental through your account.
Summary
In today's ongoing battle for consumer attention, brands have been using a new strategy called real-time marketing to engage their audience on topics that are already top of mind. In Trendology, Chris Kerns uses a data-driven approach to analyze how brands are using social media to finally answer the burning question: How should brands best capitalize on trends?
Kerns dives into the data from more than 100 of the top brands on Twitter (including Disney, MTV, Starbucks, Coca-Cola, BMW, J.C. Penney, Nike, Sony, IKEA, and many more) to uncover patterns of real-time marketing performance across huge global events, smaller pop culture moments, breaking news stories, and daily hashtag trends. Along with these insights, readers will also learn:
- What works for brands doing real-time marketing, and what should be avoided?
- How to measure the performance of your real-time social strategy
- How a brand can leverage trends on an every-day basis
- Best practices to build a data-driven approach and team
- The future of brands and social trends, including interviews with digital thought leaders from Arby's, the Boston Celtics, the Wharton School, the PGA Tour, and many more
Trendology brings insight to a topic that has, for too long, been fueled by opinion and luck. This book not only shows that real-time marketing is here to stay, but gives brands the tools and guidance to build out a smart, data-driven approach to the newest marketing trend.