Youtility : why smart marketing is about help not hype / Jay Baer.
By: Baer, Jay [author.]
Publisher: New York : Portfolio, 2014Description: 1 volume ; 23 cmContent type: text Media type: unmediated Carrier type: volume001: 27128ISBN: 1591846668 (hbk.) :; 9781591846666 (hbk.) :Subject(s): Internet marketing | Social media -- Economic aspects | Marketing -- Blogs | Customer relations | Consumer educationDDC classification: 658.8
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
| Book | MAIN LIBRARY Book | 658.8 BAE (Browse shelf(Opens below)) | 1 | Available | 100013 |
Enhanced descriptions from Syndetics:
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 clutèter: 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.
Includes bibliographical references and index.
Reviews provided by Syndetics
CHOICE Review
Drawing from real-life examples of companies practicing his marketing strategy, Baer has written a book that includes 12 easy-to-read chapters separated into three parts. Part 1 ("Turning Marketing Upside Down") discusses top-of-mind awareness, frame-of-mind awareness, and friend-of-mine awareness. Baer claims that the former is less effective than ever because of the proliferation of the media; he points out that just because a business is founded, it does not automatically create demand, and he claims that companies have to compete against consumers' families and friends for attention. Part 2 ("The Three Facets of Youtility") explains self-serve information, radical transparency, and real-time relevancy. Baer claims that companies must build loyalty through their use of information, and that companies can win customers by providing answers to their questions. Part 3 ("Six Blueprints to Create Youtility") asserts that companies must understand their customers' needs as well as how and where they access information; Baer believes that companies must use social media both to promote useful information and to capture input from its various employees. The author admits that Youtility is a constantly reinvented and refined process that must be measured effectively, and that it has the power to transform the relationships between companies and customers. --Edd Applegate, Middle Tennessee State UniversityThere are no comments on this title.