Title: Connected Marketing
Edited by: Justin Kirby and Paul Marsden
Published by: Elsevier
As with many marketing books, this one is dominated by B2C. However, there is much to stimulate the B2B marketer as the book is clear that buzz does not depend on sexiness of product.
It is a collection of essays on connectivity and brand talk by academics from both client and agency-side, complemented by case studies and statistics, including the fact that 84 per cent of B2B marketing campaigns actually result in falling sales.
Of particular interest for B2B practitioners are the chapters on seeding trials, creating brand advocates, viral marketing and online opinion leaders.
In the end it comes down to two questions: How do I motivate word-of-mouth amongst my customers? And what are they actually saying about me today?
Reviewed by Lucy Thomas
Director, Promodus
