To request review copies
translationrights@wiley.com
Back to contents
20
Marketing & Sales
Moment Marketing
Optimizing Every Step of the Customer Journey
Randy Wootton, Eric Duerr & Ken Rufo
ISBN: 978-1-119-36129-9 | Nov 2017 | 256PP
Moment Marketing is a marketing handbook for the digital age. For years, we
believed that the monumental amounts of data being collected would allow us to
fine-tune segments to a perfected audience of one — but as the data stream
became a deluge, a new reality set in: market segments don’t really make sense
when all marketing has gone digital. Instead, we need to reach the right audience
with the right message, at the right time: when their attention is available and
their interest is piqued. In this book, the CEO of Rocket Fuel shows you how it’s
done. Today’s marketing requires a deep understanding of the nature of
complexity, and the opportunity costs and challenges of a world awash in
behavioral data. This book offers an analysis of the current paradigm; from
contemporary case studies to ancient philosophy, from unexpected happenstance
to carefully orchestrated campaigns, situated between the art and science of
knowing when your audience is who you think they are, this invaluable guidance
will help you optimize marketing for the new era.
Technology has disrupted markets down to their core — this is not news. But it
has also completely transformed the way we approach, measure, and execute
marketing; this book brings your operations into the new age, with a more
effective approach that exploits the new landscape.
About the Authors
Randy Wootton (rocketfuel.com) is chief executive officer for Rocket Fuel
(NASDAQ: FUEL), a full Programmatic Marketing Platform designed to go beyond
1:1 marketing by learning to predict what marketing actions to take with a
particular person in a particular moment of time.
Eric Duerr (rocketfuel.com) is the CMO at Rocket Fuel, and is responsible for
demand generation, account-based marketing, sales enablement, and the Rocket
Fuel Institute.
Ken Rufo (emphaticthinking.com) is the SVP of Strategy and Positioning at
Emphatic Thinking, a strategic consultancy.