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Youtility: Why Smart Marketing is About Help not Hype [Anglais] [Relié]

Jay Baer
4.0 étoiles sur 5  Voir tous les commentaires (1 commentaire client)
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Description de l'ouvrage

27 juin 2013 PFLO NFIC HB
The difference between helping and selling is just two letters If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: "How can we help?" Jay Baer's Youtility offers a new approach that cuts through the clut­ter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.

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Descriptions du produit

Revue de presse

“In today’s always-on, hyper-saturated marketplace, product messages no longer break through like they used to. Providing helpful information to customers does. In this important book, Baer calls the art of being deeply valued by your customers Youtility. I call it smart.”
—DAVID MEERMAN SCOTT bestselling author of The New Rules of Marketing and PR
 
“What does it actually mean to create ‘engaging’ content? This book delivers both a broader vision and a specific road map to creating content your customers will thank you for.”
—ANN HANDLEY chief content officer, MarketingProfs and coauthor of Content Rules
 
“Useful is the stuff you reach for when you really have a need—this book is the encyclopedia of useful!”
—JOHN JANTSCH author of Duct Tape Marketing and The Referral Engine

Biographie de l'auteur

Jay Baer is a marketing keynote speaker, consultant, and digital marketing pioneer. He has consulted for more than 700 brands since 1994, including 30 of the Fortune 500. In addition to Youtility, he's co-author of the social business transformation book, The NOW Revolution. Baer runs the popular Convince & Convert blog, and is host of the weekly Social Pros podcast.

Détails sur le produit

  • Relié: 240 pages
  • Editeur : Portfolio Penguin (27 juin 2013)
  • Collection : PFLO NFIC HB
  • Langue : Anglais
  • ISBN-10: 1591846668
  • ISBN-13: 978-1591846666
  • Dimensions du produit: 21,1 x 14,5 x 2,3 cm
  • Moyenne des commentaires client : 4.0 étoiles sur 5  Voir tous les commentaires (1 commentaire client)
  • Classement des meilleures ventes d'Amazon: 15.596 en Livres anglais et étrangers (Voir les 100 premiers en Livres anglais et étrangers)
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Dans ce livre (En savoir plus)
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Couverture | Copyright | Table des matières | Extrait | Index
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Commentaires client les plus utiles
Format:Relié|Achat vérifié
Aujourd’hui, pour sortir du lot face à l’avalanche d’informations et survivre à la guerre des prix et à la montée du showrooming, il faut plus que jamais vous différencier et offrir au consommateur une valeur ajoutée qui dépasse la qualité du produit et le prix. Comment ? En appliquant le concept de Youtility !

‘If you sell something, you make a customer today; if you help someone, you make a customer for life.’

Aider vos prospects/clients en leur fournissant, gratuitement, des informations pertinentes quand et où ils en ont besoin, voilà l’essence même du concept de Youtility.
Dans ce livre, vous découvrirez au travers de nombreux exemples comment utiliser l’information pour améliorer l’expérience client et construire ainsi une relation de confiance, source de loyauté et de word-of-mouth. Vous apprendrez à vendre plus en vendant moins.

Au programme :
Qu’est-ce que le concept de Youtility ?
Du Top-of-Mind Marketing au Friend-of-Mine Marketing
Les trois caractéristiques du marketing utile :
• informations en libre accès,
• transparence totale,
• et pertinence en temps réel.
Comment créer votre processus de Youtility en six étapes :
• identifier les besoins des consommateurs,
• traduire ces besoins en solutions utiles,
• promouvoir votre marketing utile,
• internaliser le concept de Youtility et l’intégrer dans l’ADN de votre entreprise,
• faire du concept de Youtility un processus à long terme,
• et enfin, mesurer les résultats.

Bonne lecture !
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Commentaires client les plus utiles sur Amazon.com (beta)
Amazon.com: 4.8 étoiles sur 5  105 commentaires
14 internautes sur 14 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Value Never Goes Out of Style 9 juillet 2013
Par Science Fiction and Marketing - Publié sur Amazon.com
Format:Relié
Two of my favorite business books of all time are Dale Carnegie's How To Win Friends and Influence People, and Al Ries and Jack Trout's Positioning: The Battle for Your Mind. A third may be joining them, which is Jay Baer's Youtility.

Youtility focuses on the customer, and the need for marketing to help customers. I love this because it begins building value for the customer right out of the gate.

In the end brands promise customers something, and that customer has to value that promise and resulting experience enough to buy it. Some call that a value proposition or a positioning statement, but in the end, customers need to receive something.

Dale Carnegie's book, while somewhat dated after 80 years, was the sales bible for many organizations. It brought a relentless focus on the customer, and serving them. And Positioning was about architecting brands to communicate that service promise in an attractive way.

What Youtility skillfully brings to the table is a modern view of these two core marketing tenets. Baer addresses the modern information and content marketing environments, and provides analysis of the tactics. Combined with his timeless approach of creating value by being helpful, brands can't go wrong.

Helpfulness is not the only way to build a brand, but is one of the very best methods. Any company that takes this approach will find itself on a path towards long-term relationships. There can never be too much value in a purchase.

I hope you check out Youtility. It's destined to be a classic book from the marketing blogger corps, the first text of this stature I've come across in a couple of years.
21 internautes sur 23 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Practical insights on how and why customer-centric marketing can create or increase demand for the given offering 27 juin 2013
Par Robert Morris - Publié sur Amazon.com
Format:Relié
I cannot recall a prior time when customers had more control over the purchase/pass decision-making process than they do now. There are several reasons why. Here are three: they have more choices than ever before (including passing), they know more about products and services than ever before (especially via consumer reviews and social media), and so-called "customer loyalty" is earned and retained or lost one transaction at a time. The essence of marketing remains unchanged (i.e. create or increase demand for whatever is offered) but just about everything else has changed.

Although the term "youtility" is a tad cutesie for my literary palate, it does correctly stress two key concepts: customer-centrism, and, usefulness. According to Jay Baer, "Instead of marketing that's needed by companies, Youtility is marketing that's wanted by customers. Youtility is massively useful information, provided for free, that creates long-term trust and kinship between your company and your customers." As one sign of the times, Best Buy has done that by providing useful information that many people then use when making purchases online...from Amazon.

Baer examines three types of consumer awareness: Top-of-Mind ("an overripe banana tenuously clinging to relevancy"), Frame-of-Mind ("an apple, worthy of eating, but not enough to sustain you"), and Friend-of-Mine (Baer offers no metaphor so I will suggest a cook book). He identifies and discusses 20 companies that possess a Friend-of-Mine mindset and demonstrate Youtility in their customer relationships. Listed in alpha order, they include Angie's List, Big Popppa Smokers, Charmin (Sit or Squat), Clorox, Columbia Sportswear, Hilton Worldwide (@HiltonSuggests program), Holiday World, Life Technologies, McDonald's Canada, Phoenix Children's Hospital, Scott's Miracle-Gro Company, Syncapse, and Taxi Mike.

However different these organizations may be in most respects, all of them -- in my opinion -- seem committed to achieve most of these strategic objectives:

o Identify and understand (really understand) customer needs
o Embed those needs within marketing initiatives that respond to them
o Market (promote, better yet celebrate) marketing
o Embed a Youtility mindset at all levels and in all areas of the given enterprise
o Sustain Youtility as an on-going process, a way of organizational life, not as a special project
o Use quantitative analytics to "keep score" both internally and externally

Baer explains how to achieve these objectives, providing a blueprint for each in Part Three. As several of his exemplars (notably Big Popppa Smokers and Taxi Max) clearly indicate, Youtility can be created and then sustained by almost any organization, whatever its size and nature may be. Business leaders who read this book should pay special attention to how quite different companies have become Youtility-driven.

As I concluded my first reading of this book, I was again reminded of Fred Reichheld's research on the importance of trust ("glue") in all of an organization's relationships with stakeholders, especially those with its employees and companies. It was Reichheld who devised the "Ultimate Question," one that obtains customer data of ultimate importance: "On a zero-to-ten scale, how likely is it that you would recommend us (or this product/service/brand) to a family member, friend or colleague?" As Reichheld explains, the phrasing of that question is "a shorthand wording of a more basic question, which is, [begin italics] Have we treated you right, in a manner that is worthy of your loyalty? [end italics]' The results calculate what Reichheld identifies as the Net Promoter Score (NPS) and so shall I. But the question really wasn't [and isn't] the heart of things. After all, no company can expect to increase its growth or profitability merely by conducting surveys, however the question or questions might be phrased." A Youtility-driven company will have employees as well as customers giving it a high NPS. If you purchase the book from Amazon, it will cost you only $15.55 (hardbound edition) to learn just about everything Jay Baer has learned about how to create and then sustain a customer-centric, high-impact organization. How high would your company's NTS score be?

Those who share my high regard for this book are urged to check Reichheld's The Ultimate Question 2.0 (Revised and Expanded Edition): How Net Promoter Companies Thrive in a Customer-Driven World as well as Joseph Michelli's The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of the Ritz-Carlton Hotel Company.
6 internautes sur 6 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 A smarter way of interacting with customers 2 juillet 2013
Par Ciaoenrico - Publié sur Amazon.com
Format:Relié
When you say it out loud, the idea of gaining the trust of potential customers by being useful to them seems obvious.

Yet it wasn't until I read Youtility that I realized how simple and useful this approach could be. It is filled with examples of other companies that have succeeded with this approach, as well as meaningful advice on how to implement this within your own organization.

You need to read Youtility. Seriously. If you're a marketing professional, you need everyone on your team to read as well.
4 internautes sur 4 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Useful Marketing Works... Youtility is a Gift! 9 juillet 2013
Par Ryan Hanley - Publié sur Amazon.com
Format:Relié
Youtility is the small business guide book to competing with Big Box competitors. Jay Baer didn't do this on purpose. Youtility is meant for everyone. But my experience with this book and with small business has lead me to firmly believe that Useful Marketing is linchpin to small business dominance in local markets.

I love this book... It's helping me change the way I view every message that leaves our business and we're already seeing results.

Thanks,

Ryan Hanley
4 internautes sur 4 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Re-imagine how great marketing works 4 juillet 2013
Par Gregory J. Elwell - Publié sur Amazon.com
Format:Relié|Achat vérifié
This is a thoughtful and highly practical work from seasoned marketing expert Jay Baer. It will help you re-imagine how effective your marketing can be in today's information-driven, always-on, extremely competitive and socially converged digital age where winning attention is about how helpful you can be at the zero moment of truth.

The six steps to building Youtility based marketing blew my mind. Rich in detail and examples from both B2B and B2C, the six steps Jay gives serves as a highly useful compass for activating the kind of self-serve, transparent or real-time relevant marketing effective to not only capture the attention of your audience but to compel them to take action.
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