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Dancing the Digital Tune: The 5 Principles of Competing in a Digital World

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For the first time, an overarching and systematic process is presented to think about creating your digital strategy. Traditional models will not form the basis for future success. These models are focused on a one way street - promote, target and sell - often competing against the rest of the world. We need a new approach to orient our organizations to the new connected w For the first time, an overarching and systematic process is presented to think about creating your digital strategy. Traditional models will not form the basis for future success. These models are focused on a one way street - promote, target and sell - often competing against the rest of the world. We need a new approach to orient our organizations to the new connected world. The 5 actionable frameworks in this book will help you align your digital strategy with the customer. This book is about partnership with customers, about connecting with them on multiple levels, about crafting uniqueness, about leveraging the transformation this connected world is going through, and as a result, about staying ahead of the pack. Learn why and how you should: 1. Not leave to chance what customers need to build context 2. Unify emotional appeal with physical interactions 3. Not just be different or niche, but be un-commoditized 4. Not act as the 5 blind men as you engage with customers 5. Look beyond your own products and create new linkages The five principles in this book will also provide a validating structure for your existing strategies. 1. The Principle of External Reinforcement How should you be the customers' advocate and trusted advisor, so they make a decision "with" you instead of "about" you? Be your customers' reference point and one of the centers of their universe. If they have to look beyond you for validation, you've lost the advantage and submitted yourself to an unforced error from your competitor. How can you embed yourself in their decision process - explicitly or implicitly - and help them along this journey? 2. The Principle of Customer Interaction It's a fact. Some products are high touch, some are not. Some connect at the emotional level, some at the physical interaction level, and some at both. Both engagement models peg you in your customer's mind - that peg is called your brand. But your competition is not keeping still. They are constantly trying to dethrone you through direct or flank attacks. Hence, understanding how to create relationships from both ends of the engagement spectrum is the key to success. 3. The Principle of Un-Commoditization Your fundamental philosophy, your passion, your excellence, these are all factors that go towards differentiating yourself. The term "differentiation" however has become an overused technical term that seems to distance your operations from your strategy. Instead I chose to use the word un-commoditization to reflect the harsh realities of today's connected world. This principle provides the elements of how to think about breaking away from the pack. Un-commoditization is always possible and is critical to securing a position in your customer's mind. Without a distinctive position in the customer's mind, you might as well save your brand marketing budget. 4. The Principle of Presenting Who are you? If you are like most companies, your customers can potentially use more than one of your products or services. Are you presenting them in silos, or creating harmony between them? The principle of Presenting is aimed at helping you become the singular brand powerhouse that you should be, striving to meet customer needs. 5. The Principle of Completion It's obvious that your products meet a customer need. But your customers also use products which have nothing to do with you. Many of these needs are linked to each other. This principle is about the art of alliances, building a communication network that spans the entire spectrum of customers' needs. The ecosystem you choose to be part of will define you in the future. Those who are isolated will be left behind.


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For the first time, an overarching and systematic process is presented to think about creating your digital strategy. Traditional models will not form the basis for future success. These models are focused on a one way street - promote, target and sell - often competing against the rest of the world. We need a new approach to orient our organizations to the new connected w For the first time, an overarching and systematic process is presented to think about creating your digital strategy. Traditional models will not form the basis for future success. These models are focused on a one way street - promote, target and sell - often competing against the rest of the world. We need a new approach to orient our organizations to the new connected world. The 5 actionable frameworks in this book will help you align your digital strategy with the customer. This book is about partnership with customers, about connecting with them on multiple levels, about crafting uniqueness, about leveraging the transformation this connected world is going through, and as a result, about staying ahead of the pack. Learn why and how you should: 1. Not leave to chance what customers need to build context 2. Unify emotional appeal with physical interactions 3. Not just be different or niche, but be un-commoditized 4. Not act as the 5 blind men as you engage with customers 5. Look beyond your own products and create new linkages The five principles in this book will also provide a validating structure for your existing strategies. 1. The Principle of External Reinforcement How should you be the customers' advocate and trusted advisor, so they make a decision "with" you instead of "about" you? Be your customers' reference point and one of the centers of their universe. If they have to look beyond you for validation, you've lost the advantage and submitted yourself to an unforced error from your competitor. How can you embed yourself in their decision process - explicitly or implicitly - and help them along this journey? 2. The Principle of Customer Interaction It's a fact. Some products are high touch, some are not. Some connect at the emotional level, some at the physical interaction level, and some at both. Both engagement models peg you in your customer's mind - that peg is called your brand. But your competition is not keeping still. They are constantly trying to dethrone you through direct or flank attacks. Hence, understanding how to create relationships from both ends of the engagement spectrum is the key to success. 3. The Principle of Un-Commoditization Your fundamental philosophy, your passion, your excellence, these are all factors that go towards differentiating yourself. The term "differentiation" however has become an overused technical term that seems to distance your operations from your strategy. Instead I chose to use the word un-commoditization to reflect the harsh realities of today's connected world. This principle provides the elements of how to think about breaking away from the pack. Un-commoditization is always possible and is critical to securing a position in your customer's mind. Without a distinctive position in the customer's mind, you might as well save your brand marketing budget. 4. The Principle of Presenting Who are you? If you are like most companies, your customers can potentially use more than one of your products or services. Are you presenting them in silos, or creating harmony between them? The principle of Presenting is aimed at helping you become the singular brand powerhouse that you should be, striving to meet customer needs. 5. The Principle of Completion It's obvious that your products meet a customer need. But your customers also use products which have nothing to do with you. Many of these needs are linked to each other. This principle is about the art of alliances, building a communication network that spans the entire spectrum of customers' needs. The ecosystem you choose to be part of will define you in the future. Those who are isolated will be left behind.

41 review for Dancing the Digital Tune: The 5 Principles of Competing in a Digital World

  1. 5 out of 5

    Lisa Reads & Reviews

    A marketing self-help book. Focus is on consumers and how the increase in competition and interaction available via digital sources, (Internet, etc) has changed their relationships with businesses. To gain profit share, businesses need a plan for wedging themselves into everyone's lives. Not allowing a business to become an isolated entity seems to be key. This text is well thought out, with no evidence to substantiate its methods, but logic and reasoning and a few references to successful busin A marketing self-help book. Focus is on consumers and how the increase in competition and interaction available via digital sources, (Internet, etc) has changed their relationships with businesses. To gain profit share, businesses need a plan for wedging themselves into everyone's lives. Not allowing a business to become an isolated entity seems to be key. This text is well thought out, with no evidence to substantiate its methods, but logic and reasoning and a few references to successful businesses. Ideas are often communicated with graphs, which are well-done and helpful.

  2. 5 out of 5

    Anthony Stancomb

    Extremely clear and informative, the book is an excellent introduction into the workings of the world of digital marketing, and do to maximise its potential. For someone not belonging to this world, I found it remarkably clear and well thought out. The writing itself was crisp and simple, and this made it extremely easy to read. It was also written with great enthusiasm, and I found myself warming to the subject, even though it’s unlikely that I am ever going to be involved with it. I actually le Extremely clear and informative, the book is an excellent introduction into the workings of the world of digital marketing, and do to maximise its potential. For someone not belonging to this world, I found it remarkably clear and well thought out. The writing itself was crisp and simple, and this made it extremely easy to read. It was also written with great enthusiasm, and I found myself warming to the subject, even though it’s unlikely that I am ever going to be involved with it. I actually learned a lot of very interesting facts. If you are a Kindle reader, the diagrams, as always, are hard to decipher (when is this problem of visuals on Kindle to be solved?) but with concentration, you can get there. However, most who buy this sort of book, I imagine, will buy the paperback version. It seems that the relationships you have with your client is still the most important element in the equation of success, and that, for someone who has spent their life selling, is heartening to hear. Actually, I would have liked more on the psychology behind it all, but I have the idea that Grover isn’t finished yet, and he will cover this ground in his next books.

  3. 5 out of 5

    K.S. Ferguson

    Author Grover posits that the digital landscape has changed the way customers choose which business to build relationships with, and he definitely considers customer-business interaction as a relationship. He stresses the need to understand the needs of the customer, to become a source of authority for the customer, and to continue to motivate after the sale in all aspects of customer service in order to retain the customer. The writing is clear and fluid, and the author presents the information Author Grover posits that the digital landscape has changed the way customers choose which business to build relationships with, and he definitely considers customer-business interaction as a relationship. He stresses the need to understand the needs of the customer, to become a source of authority for the customer, and to continue to motivate after the sale in all aspects of customer service in order to retain the customer. The writing is clear and fluid, and the author presents the information in a way that is easy to follow and understand. There are good, specific examples (although I wouldn't have minded a few more) so that the advice doesn't become abstract and impossible to implement. Adopting the strategies outlined in the book may require cultural changes inside the organization, but they are the way to surviving as a successful business in a fast-paced business world. I highly recommend this work to both entrepreneurs just starting out, and the management of established businesses as a way to remain relevant to your customers. I received a free copy of this book in exchange for an honest review.

  4. 4 out of 5

    Diana Febry

    I found this well written book informative and interesting but I think it would be of maximun benefit to a reader already familar with market models and the pschology of marketing and selling. The writing was concise, the arguements were put forward in a logical manner and the framework of the chapters were well thought out giving clarity. With little prior knowledge of the subject I was able to follow the author's reasoning with ease. The concept of interacting with people rather than customers I found this well written book informative and interesting but I think it would be of maximun benefit to a reader already familar with market models and the pschology of marketing and selling. The writing was concise, the arguements were put forward in a logical manner and the framework of the chapters were well thought out giving clarity. With little prior knowledge of the subject I was able to follow the author's reasoning with ease. The concept of interacting with people rather than customers and the importance of collaboration to meet a range of needs is a useful starting point for anyone using social media to promote their products or services. The more detailed explanations of new business practices gives some strategies for creating brand loyalty in the fast changing digital age. One issue I had was I found it difficult to read many of the diagrams on my kindle as they were too faint.

  5. 5 out of 5

    Sonal Panse

    'Dancing The Digital Tune' presents some commonsensical ideas about building customer relationships and keeping your business relevant in a fast-changing digital landscape. The five principles for favorable customer engagement - The Principle of External Reinforcement, the Principle of Customer Interaction, the Principle of Un-Commoditization, the Principle of Presenting, and the Principle of Completion - are detailed well and look at how your business might cover all bases, meet customer needs, 'Dancing The Digital Tune' presents some commonsensical ideas about building customer relationships and keeping your business relevant in a fast-changing digital landscape. The five principles for favorable customer engagement - The Principle of External Reinforcement, the Principle of Customer Interaction, the Principle of Un-Commoditization, the Principle of Presenting, and the Principle of Completion - are detailed well and look at how your business might cover all bases, meet customer needs, and make itself indispensable to people. It was an interesting read and no doubt will be useful to business owners and managers. Readers not familiar with the business world might also have a look, if only to be aware of how marketing works and how it can affect their lives. Disclaimer - I received a free copy of this book in exchange for a non-reciprocal, unbiased review.

  6. 5 out of 5

    P.M.F. Johnson

    I found Dancing The Digital Tune very helpful in presenting ideas for marketing my writing business in an on-line world. I brought my experience in business and technology to my reading of this book, and I think there are many directions here worth pursuing. The author lays out five concepts one must consider in such marketing, and then goes through them one by one. It is clear and logical. I did find the jargon difficult at times, but overall worth plowing through to understand what the author is I found Dancing The Digital Tune very helpful in presenting ideas for marketing my writing business in an on-line world. I brought my experience in business and technology to my reading of this book, and I think there are many directions here worth pursuing. The author lays out five concepts one must consider in such marketing, and then goes through them one by one. It is clear and logical. I did find the jargon difficult at times, but overall worth plowing through to understand what the author is trying to say, though I did not find the diagrams helpful, or indeed, very intelligible. Still, I would recommend this book for small business owners looking for a general introduction to the digital marketing field. I received a free copy of this book in exchange for an honest review.

  7. 5 out of 5

    Trina Knittle

    Goodreads win. Will read and review once recieved. This is one of those books I probably never would have picked up on my own. So i thank goodreads giveways for giving me this book. I really enjoyed this book and found it to be quite interesting. It was an easy read. I was able to read the book within a day. Those are some of my favorite types of books to read. The author did a great job of writing this book. I never came across a part of the book that I didn't understand. I would recommend this Goodreads win. Will read and review once recieved. This is one of those books I probably never would have picked up on my own. So i thank goodreads giveways for giving me this book. I really enjoyed this book and found it to be quite interesting. It was an easy read. I was able to read the book within a day. Those are some of my favorite types of books to read. The author did a great job of writing this book. I never came across a part of the book that I didn't understand. I would recommend this book to just about anyone.

  8. 5 out of 5

    Jessica Baker

    This book was an excellent source for everyone who works in a technological field or is tech-savvy. It explains partnership with customers, how truly valuable it is, and how making connections with those individuals is important beyond a business perspective. This book really gives you an insight on the digital world and perspectives you should learn to look through in order to be successful. I really enjoyed it, and overall, learned more than I had anticipated. A+++

  9. 5 out of 5

    Manish Grover

  10. 4 out of 5

    Maureen

  11. 4 out of 5

    John

  12. 4 out of 5

    ABHISHEK ARUN

  13. 5 out of 5

    Lisa

  14. 5 out of 5

    Frederick Rotzien

  15. 4 out of 5

    Miles

  16. 4 out of 5

    Dr. Cole Marie Mckinnon

  17. 5 out of 5

    Melitta Cross

  18. 5 out of 5

    Tammy Pooser

  19. 5 out of 5

    Walt Bristow

  20. 4 out of 5

    Chris

  21. 4 out of 5

    Kristen Duever

  22. 5 out of 5

    Sandra

  23. 5 out of 5

    Daryl Moad

  24. 5 out of 5

    Melissa Herston

  25. 5 out of 5

    Joanne

  26. 4 out of 5

    Barbara Zitsch

  27. 5 out of 5

    Cheryl Bradley

  28. 5 out of 5

    Amanda

  29. 4 out of 5

    Debbie Kennedy

  30. 4 out of 5

    Neo

  31. 4 out of 5

    Kay Butz

  32. 5 out of 5

    Pam

  33. 4 out of 5

    Max

  34. 5 out of 5

    Sharon

  35. 5 out of 5

    Eric

  36. 5 out of 5

    Pam Mooney

  37. 5 out of 5

    Larry

  38. 5 out of 5

    Kavya Madhuri

  39. 4 out of 5

    Jon

  40. 4 out of 5

    Vincent

  41. 4 out of 5

    Siufong

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