Oct 25, 2010
Cece Salomon-Lee

Book Review – Digital Body Language by Steven Woods

Digital Body Language by Steven WoodsOver 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?!

Conclusion

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.

4 Comments

  • Simply wish to say your article is as amazing.
    The clearness in your post is just spectacular and i could assume you are an expert on this subject.

    Fine with your permission let me to grab your feed to keep up to
    date with forthcoming post. Thanks a million and please
    continue the rewarding work.

  • Thanks Steve, It was a pleasure meeting you as well. And that is a very good point – at what point does PR/marketing lines blur to become just one discipline?

  • Cece,
    thank you for the kind words, and it was great to catch up with you last week. I agree that a lot of the new ideas in marketing are equally applicable in PR. Really, it’s all one world these days, whether communicating with prospects, influencers, or the press.

    Best,
    Steve

  • [...] This post was mentioned on Twitter by Cece Salomon-Lee, Kelly Briley. Kelly Briley said: RT @csalomonlee: New Blog Post: Book Review – Digital Body Language by Steven Woods http://goo.gl/fb/f2zqA [...]

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About

Cece Salomon-LeeCece 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.

Learn more about Cece.

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