Recommend This! Delivering Digital Experiences that People Want to Share is a comprehensive guide to effectively engaging online audiences by leveraging the fundamental nature of human relations. By reframing the expectations of digital consumers as a drive to make connections, the book enables digital marketers and communicators to harness the power of the Internet by rethinking traditional methods of audience interaction and engagement. Marketing has become less about trumpeting a product, and more about creating a niche within the community.
Invasive, assertive advertising is falling by the wayside as the digital age provides consumers with more choices than ever before. While the medium has changed, the central principle of marketing – building relationships – has not. Recommend This! Delivering Digital Experiences that People Want to Share guides communications professionals through the new digital reality of marketing to the online audience, and provides the information companies need to build a brand that attracts customers instead of chasing them. The book examines the needs of the digital consumer, and provides a roadmap toward fulfilling those needs as a brand. Topics include:
- Why storytelling engages more than broadcast messaging
- Shaping digital content to receive attention
- Nurturing online communities and delivering on promises
- Being authentic and maintaining credibility
Operating within the pre-digital paradigm means getting lost amid short attention spans, noisy channels, and rapidly changing consumer expectations. Brands need a new approach to connect with the modern consumer, even as core desires remain the same. Recommend This! Delivering Digital Experiences that People Want to Share bridges the gap between traditional and digital media to help companies create the connections that drive consumer behaviors.