The Conversation Manager

Over the past years, the internet has evolved from a static to a social platform. This evolution has an impact on the way consumers communicate and take purchasing decisions. Unfortunately, most advertisers have failed to evolve along.

Traditional advertising no longer works. Advertisers need to change their day-to-day working methods. The gap between the contemporary consumer and the traditional advertiser is growing on a daily basis.

This era is not the end of the advertising market, though it is the end of the advertiser!

This book offers a solution to this challenge: a change trajectory from advertiser to Conversation Manager. The Conversation Manager has a fresh perspective on how brands operate successfully in cooperation with today's consumer. Conversing with consumers is the key. Listening to and conversing with consumers is a necessary talent to retrain as a Conversation Manager. Using clear examples and clear concepts, the book describes how an advertiser can retrain to become a Conversation Manager.

The book also goes beyond theory alone. It also offers practical tools to start your change process within 48 hours. You will find concrete tips to move your business strategy into the direction of conversation management. You will find numerous practical online tools to help you in your new role: the Conversation Manager.

Download a preview of The Conversation Manager:

Book cover_ENG.pdf (1.62 mb) - Book cover_NL.pdf (80,61 kb)

Preface ENG.pdf (49.01 kb) - Preface NL.pdf (47.42 kb)