Average Reviews:
(More customer reviews)First off, David Meerman Scott praises the book on the back cover. If you don't know who he is, check out his Gobbledygook Manifesto [...]
In it he says, "Marketers don't understand buyers, the problems buyers face, or how their product helps solve these problems. That's where the gobbledygook happens." He also states, "Because these writers don't understand how their products solve customer problems, they cover by explaining how the product works and pepper this blather with industry jargon." Return on Engagement (ROE) is far from that and exactly the type of book that satisfies David Meerman Scott.
I read Tim's first book, Managing Interactive Products, and Tim sticks to his guns again: be real, have something to offer, and be interesting. He shows marketers how to do that and drive the right audience to your site by focusing earning their trust. Tim explains that the reality is that blogs, social media sites, etc., should be used to help people, build a reputation, earn their trust, and then earn their business as they become advocates for you and your brand.
You probably already know a little bit about the digital technologies mentioned in this book. However, ROE shows how to create a digital strategy and the workflow to execute the tactics. Tim starts by explaining how to listen to online conversations and learn what ideas people have about you and how and why these should form your strategy. He teaches the importance of relevant content, how to publish effectively, and how to integrate your keyword strategy across all touch points/channels.
This books gets you thinking and jotting down notes. All sections contain bullet points with relevant questions that you should answer during your planning stage. Tim practices what he preaches. This book is part of the off-site technique to drive traffic to his site. It's all about driving people to the web. That's why you have to visit the website to download the mobile chapter. Highly suggested!
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