Disruptive marketing : what growth hackers, data punks, and other hybrid thinkers can teach us about navigating the new normal

Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that's not enough? What if most people ignore company messages? What if consumer engagement never goes further than the "like" button? A sobering reality is hitting marketers. Technology hasn't just reshaped mass media, it's altering behavior as well. And getting through to customers will take some radical rethinking. First step is to toss the linear plan. Next is to strip away conventions, open your mind, and join Disruptive Marketing on a provocative, fast-paced tour of our changing world: Where selling is dead, but ongoing conversation thrives; Where consumers generate the best content about brands; Where people tune out noise and listen to feelings; Where curiosity leads the marketing team; Where growth depends on merging analytics with boundless creativity. Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, this book will propel you out of your comfort zone and into the disruptive mindset you need for future success. -- Provided by publisher. With 75 percent of screen time being spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that’s not enough? How often does consumer engagement actually go further than the “like” button? With the average American receiving close to 50 phone notifications a day, do the company messages get read or just tossed aside? The truth is, a sobering reality is beginning to hit marketers: Technology hasn’t just reshaped mass media; it’s altering behavior as well. Truly getting a message through to customers, and not just in front of their eyes for a split second before being fed to the trash bin, will take some radical rethinking.Disruptive Marketing challenges you to toss the linear plan, strip away conventions, and open your mind as it takes you on a provocative, fast-paced tour of our changing world, where you’ll find that:• Selling is dead, but ongoing conversation thrives• Consumers generate the best content about brands• People tune out noise and listen to feelings• Curiosity leads the marketing team• Growth depends on merging analytics with boundless creativityPacked with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, Disruptive Marketing is the solution you’ve been looking for to boost your brand into new territory! With 75 percent of screen time being spent on connected devices, digital strategies have moved front and center of marketing plans. Getting a message through to customers, and not just in front of them for a second before being thrown away, requires radical rethinking. What if that's not enough? How often does consumer engagement go further than the "like" button? With the average American receiving close to 50 phone notifications a day, do the company messages get read or just tossed aside? The reality is that technology hasn't just reshaped mass media; it's altering behavior as well. Disruptive Marketing challenges you to toss the linear plan, strip away conventions, and open your mind as it takes you on a provocative, fast-paced tour of our changing world, where you'll find that: Selling is dead, but ongoing conversation thrives Consumers generate the best content about brand People tune out noise and listen to feelings Curiosity leads the marketing team Growth depends on merging analytics with boundless creativity Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, Disruptive Marketing is the solution you've been looking for to boost your brand into new territory! Foreword / Gemma Craven, Director of Social & Mobile at McCann -- Preface -- Introduction what if? -- A world without rules -- The disruptive mindset : create, engage, adapt -- The disruptive continuum : perpetual change -- Creative disruption in the anti-organization age -- Stop hiring MBAs : your business needs "hybrids" to succeed -- The new personality of marketing success -- The disruptive marketer's mindset : punk rocker, new parent, soccer player -- The genius of tinkerers and "temporary" marketers -- The building blocks of disruptive marketing -- Content is king : but distribution is queen -- Social by design and the advent of the post-digital age -- New rules for the disruptive marketer -- Rule #1: Always be listening -- Rule #2: Don't be lured by bright, shiny objects -- Rule #3: Give back : ethics as the new marketing -- Epilogue -- Afterword -- Appendix -- Endnotes Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, Disruptive Marketing will propel you out of your comfort zone and into the disruptive mindset you need for future success