Over the past 10 years, we have seen the Internet and now Web 2.0 and social media technologies drastically change how marketers and public relations professionals engage with prospects, customers, employees and influencers online. As much of this interaction is being done online, the challenge is how marketers can “read” the digital signals to determine interest and intent. In a nutshell, how to provide the right information, to the right person, at the right time.
That is the premise of Steven Woods’ book, Digital Body Language. As co-founder of Eloqua, a marketing automation company, Steven provides insight into how marketers can translate these digital signals to increase the effectiveness of their marketing programs.
While the book is written with the marketer in mind, PR practitioners can benefit by reading this book as well. The step-by-step look into the customer’s digital psyche will help PR professionals understand the challenges that their marketing counterparts face. PR can help marketers understand behavior triggers; thereby recommending strategies, content and programs that drive these objectives forward. PR moves from being a “brand awareness” vehicle to a strategy that can pinpoint why and what will impact a customer’s behavior and interest.
For example, most executives want to business coverage regardless of how this coverage will or will not impact the bottomline. Yet, you strongly recommend a vertical program based on budget, time and objectives. If you can highlight how a vertical outlet program drove X% interest target prospects which uncovered $X in sales opportunities for a similar client, then not only will C-Level executives pay attention, but PR will also earn a seat at the table.
Isn’t this a strong value proposition?!
Steven provides marketers an understanding of the new digital body language. His approach is straight-forward with case studies to provide real-world implentation stories combined with helpful tips. I recommend this book for all PR practitioners and those entering the marketing field.
Let me know what you think of the book below in the comments or if you have any other must-read books.
I met Steven Woods at the Eloqua Experience 2010 Conference in October 2010.
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Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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