Research Catalog

Title

Trendology : building an advantage through data-driven real-time marketing / Chris Kerns.

Author

Kerns, Chris.

Publication

New York, NY : Palgrave Macmillan, [2014]

Items in the Library & Off-site

Details

Description

xii, 234 pages; 25 cm.

Summary

In Trendology, Chris Kerns describes the spectacular growth trends he's seen in real time marketing usage by the world's top brands and performs a fascinating explication of why RTM performance is justified as a long term trend. Providing actionable steps for making the most of RTM, Kerns outlines the best practices for building a usable, repeatable RTM measurement strategy that will propel brands towards success to optimize their marketing tactics with each campaign. Analyzing tweets from over 100 top brands, he identifies patterns and dissects successful tactics. Trendology dissects and compares the social media campaigns of a diverse array of top brands like Visa, IBM, Oreo, Coca-Cola, Pizza Hut, J.C. Penny, Nike, Sony, and IKEA, among many others. The book details the baseline for success on Twitter by investigating success rates as they relate to language, timing, punctuation, media, and hashtags--pointing out what worked for brands, what didn't, and why different tactics and brands saw such different results. Kerns shows readers how to create a RTM methodology that includes data baked in to every step. Analyzing the game-changing advantages that data can lend to brands in terms of campaign planning, execution, and post campaign analysis, Trendology provides a blueprint for optimizing data in your RTM campaigns. Kerns identifies some of the best tools and methods for data gathering and outlines simple, yet highly effective means of drawing powerful insights from RTM. Most people think of RTM in relation to big events and occasions, but its real power is also in its day-to-day use. To help you realize how to utilize RTM in between large-scale marketing moments, Trendology provides an overview of best practices for identifying micro-trends using the right data sources and analysis. It identifies metrics to watch for and outlines methods for gauging the success of everyday RTM, all while laying out a powerful analysis of how brands have found astounding success by getting involved in the many 'micro-events' that occur between Super Bowls. If you ask Kerns, RTM is just getting started as a game-changing phenomenon. It's still in its infancy, and will continue to evolve, becoming more vital and powerful along the way. Trendology not only provides a comprehensive guidebook for making use of this revolutionary marketing technique; it also explores the tremendous possibilities and opportunities that the future hold for RTM. Kerns evaluates what works, what gaps still exist, and what trends are the most promising.

Subject

• Marketing
• Internet marketing
• Social media
• marketing
• social media
• Marketing
• Markenpolitik
• Soziale Software
• Internet

Bibliography (note)

• Includes bibliographical references and index.

Contents

No time like the present -- Relevance is trending up -- Understanding brands on Twitter -- RTM performance for big, known events -- RTM performance for unknown events and daily trends -- Laying a data-driven foundation for real-time -- Aiming for real-time success -- The data-driven RTM process -- The future of RTM.

ISBN

• 9781137479556
• 1137479558
• 9781137479563 (PDF ebook) (canceled/invalid)

LCCN

2014023874

OCLC

• ocn882738731
• 882738731
• SCSB-1805820

Owning Institutions

Princeton University Library