This is the central message at the heart of the Sticky Marketing movement. Sticky Marketing is a belief that companies have to move away from the old marketing system of shouting messages at people, to the new paradigm of attracting customers, by becoming ‘sticky’.
We live in a world where people have become empowered. Consumers have control. They can contact companies directly and they can talk to each other with a powerful voice they never had before.
Sticky Marketing takes into account these fundamental changes and provides a new set of rules for effective communications, in a world transformed by new technology. It introduces a new model of customer engagement. Grant Leboff argues that it is not ‘return on investment’ that matters but ‘return on engagement’; not your unique sales point (or USP), but your customer engagement point (CEP), that will make the difference in today’s cluttered marketplace.
Sticky Marketing proves that marketing should now be about value creation if you want to truly engage with your customers. Marketing is no longer a means to an end, undertaken simply to shout at people and drive sales. Today, marketing is an end in itself. It is only by providing value that companies can win the new battle in marketing.
That battle, is for customer attention.
In his book Sticky Marketing, Leboff provides readers with the insights and tools with which to thrive, win customer attention and ultimately be successful.