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Life After the 30-Second Spot
The old media strategies advertisers used for decades no longer work. Here's what does! Traditional advertising, in the form of print, radio, and most notably, television, is far less effective than it used to be. Advertising strategies using only these mediums no longer work. Life After the 30-Second Spot explains how savvy marketers and advertisers are responding with new marketing techniques to get their message out, get noticed, engage their audiences-and increase sales! Covering topics such as viral marketing, gaming, on-demand viewing, long-form content, interactive, and more, the book explains the new avenues marketers and advertisers must use to replace traditional print, TV, and radio advertising-and which strategies are most effective. This book is every marketer's road map to "new marketing."
Flip the Funnel
Why customer retention is the new acquisition If there's anything the recession of 2009 taught us, it was the importance of investing in our customers, but when was this any different? So says Joseph Jaffe, bestselling author of Life After the 30-Second Spot and Join the Conversation, and a leading expert and thought leader on new media and social media. In most businesses, it costs roughly five-to-ten times more to acquire a new customer than it does to retain an existing one, and yet companies continue to disproportionately spend their budgets into the "wrong" end of the funnel – the mass media or awareness side. What we haven't paid enough attention to is the "right" end of the funnel-t...
Built to Suck
CORPORATIONS ARE DYING. CAN THEY BE SAVED? In late 2018, Amazon founder Jeff Bezos addressed his entire staff in an all-hands meeting. "Amazon will fail and go bankrupt one day" he said. "Your job is to delay this for as long as possible!" Advertising icon, Jay Chiat, once said: "Let's see how big we get before we suck." In Built to Suck, longtime corporate provocateur Joseph Jaffe argues that the Corporate Era is rapidly coming to an end. The biggest reason? The central operating system that powers the corporation, namely SIZE, will be its downfall. Size is no longer a growth enabler; it's a growth inhibitor. This conclusion is backed up with empirical evidence and the indisputable fact tha...
Join the Conversation
With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress. This book reveals what marketers must do to become a welcome and invited part of the dialogue, and how to leverage and integrate the resulting partnership in ways that provide win-win situations for businesses, brands and lives.
Z.E.R.O.
The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we’re doing absolutely nothing about it. Zero. Simply put, under current operating conditions, the advertising industry will not be able to sustain itself and without taking action, is likely to result in severe to catastrophic outcomes- from financial underperformance to job loss to even a collapse of the current media ecosystem. The solution? The Marketing Model can be fixed by slashing your ad budget, and investing in the Z.E.R.O. framework: Zealots Entrepreneurship Retention Owned Assets
History, Disrupted
The Internet has changed the past. Social media, Wikipedia, mobile networks, and the viral and visual nature of the Web have inundated the public sphere with historical information and misinformation, changing what we know about our history and History as a discipline. This is the first book to chronicle how and why it matters. Why does History matter at all? What role do history and the past play in our democracy? Our economy? Our understanding of ourselves? How do questions of history intersect with today’s most pressing debates about technology; the role of the media; journalism; tribalism; education; identity politics; the future of government, civilization, and the planet? At the start of a new decade, in the midst of growing political division around the world, this information is critical to an engaged citizenry. As we collectively grapple with the effects of technology and its capacity to destabilize our societies, scholars, educators and the general public should be aware of how the Web and social media shape what we know about ourselves - and crucially, about our past.
Commission Hearings
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Familia 2004
Familia,which was first published in 1985, aims to provide informed writing on sources and case studies relating to that area where Irish history and genealogy overlap with mutual benefit. Members of the Foundation's Guild receiveFamiliaand theDirectory of Irish Family History Researchas part of the return on their annual subscription.
John McCaldin Loewenthal
This is a collection of travel letters written by the textile merchant John (Jack) McCaldin Loewenthal, known as JMcC, to his mother Jane at their home in Lennoxvale, Belfast, between 1889 and 1895. They were written during his journeys to South America and the West Indies, where he was securing commercial contracts, whilst representing the firm “Moore and Weinberg”, Linen and Jute traders, based in Dundee and Belfast, in which his father Julius Loewenthal was a senior partner. The reason these letters survived for posterity is that he had specifically asked his mother to keep them as a record of his travels, for him to look back on after his return home to Belfast. The letters are a diary-like account of his travels and travel impressions, also containing little anecdotes, as well as more personal interactions with his mother to do with family and friends in Belfast and Dundee, as well as social chit chat. They were part of a regular correspondence between him and Jane.
Summary: Flip the Funnel
The must-read summary of Joseph Jaffe's book: "Flip the Funnel: How to Use Existing Customers to Gain New Ones". This complete summary of the ideas from Joseph Jaffe's book "Flip the Funnel" shows that using the traditional sales funnel, businesses worldwide spend billions on acquiring new customers. You advertise widely to create awareness and then follow up with those that show interest to hopefully stoke their desire for what’s on offer. Then, when the time is right, you make them an irresistible offer to get them to take action and buy. Money goes in one end of the funnel and satisfied customers hopefully come out the other end. What if you were to flip that funnel over? What would be the result if instead of spending all that money trying to acquire new customers, you instead spent that same money on making the customers you already have happier by providing them with a superior customer experience? This summary is all customer loyalty and retention. Added-value of this summary: • Save time • Understand key concepts • Increase your business knowledge To learn more, read "Flip the Funnel" and discover how to grow your customer base from the inside out.
