Release the Power of
Entangled
Marketing
Moving Beyond Engagement
Sebastian
Jespersen
Stan
Rapp
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ABOUT ENTANGLED MARKETING™

About Entangled Marketing™

The advance from mass marketing to individualized marketing is about to take a quantum leap to the next big thing — the move to Entangled Marketing™.

A new business model for the digital age is the subject of an innovative book titled "Release the Power of Entangled Marketing™" by Stan Rapp, co-founder of the RAPP agency and Sebastian Jespersen, CEO of the global Vertic agency.

Any company of any size does its utmost to create engaging online content. Something more is needed. We must go beyond mere engagement. The problem is that engagement in the here and now – the next click, “like,” retweet or uploaded video – is easily followed by disengagement in a click-obsessed society. Much more is needed to keep the connection between brand and consumer alive, the kind of enduring, mutually beneficial relationship that delivers robust ROI year-in, year-out.

Stan and Sebastian share how they came to realize that pairs of particles in the quantum world, famous for never letting go of one another, are a metaphor for the intertwined brand and customer relationship made possible by unrelenting advances in digital technology. It’s a closeness 95% of companies fail to achieve.

This new route to business supremacy is likely to prove as important in today’s business world as the revelations of quantum theory were to physicists in the past century.

THE AUTHORS

About the Authors

Stan Rapp is a business builder who has twice served as Chairman/CEO of global advertising agencies at the forefront of the advertising industry. As co-founder of Rapp Collins (rebranded as RAPP) he launched an agency that became one of the top 10 world wide. As the CEO of MRM - McCann Relationship Marketing - the agency grew from 30 to 200 million in revenue.

He was recognized by Advertising Age as one of the 101 individuals who shaped advertising in the 20th Century, and was elected to the Direct Marketing Association Hall of Fame. Direct Marketing magazine named him one of its select group of “industry legends.” Rapp is co-author of the bestselling book, MaxiMarketing, which first predicted the change from mass marketing to individualized marketing, and five other books tracing the rapidly changing marketing scene. Most recently, he served as Chairman of Engauge, a pacesetting social/digital agency founded in 2007 and acquired by Publicis in 2013.

Sebastian Jespersen is an innovator, a business strategist, and a breakthrough digital thinker. He founded independent digital agency Vertic over a decade ago; today it has a footprint on three continents and serves some of the world’s best-known global marketers and brands. Both a digital guru and evangelist, he has successfully taken a start-up from the birth of the online marketing era through to the advertising world’s new Internet battleground. All while shepherding Vertic to extraordinary year-on-year growth. Clients include Microsoft, SAP, GE, Novo Nordisk, GSK and PayPal.

Sebastian’s pre-Vertic years as a management consultant in Europe and Asia underscore a multinational, analytical problem-solving point of view. This contrasts with common creative or technical leadership found at most ad agencies today. His interpretation of social business, data, targeting and the bridging of marketing to sales - as well as his revolutionary application of this understanding to new platforms like LinkedIn - makes him a leader in today’s fast paced, complex marketing world.

Praise for Entangled Marketing

Stan and Sebastian got it right. Entangled Marketing is about what we do at Chick-fil-A to create an always-on, ever-closer connection throughout someone's life as a customer. "Entangling experiences" are going to be as important as "brand positioning" to marketers in the future.

Michael McCathren
Chief Digital Officer
Chick-fil-A

Jesperson and Rapp offer powerful principles, illustrated with brilliant examples, of how companies can forge true alliances with customers and consumers. I’m keeping my copy within arm’s reach.

Martha Rogers, Ph.D.,
co-founder Peppers &
Rogers Group and
co-author Extreme Trust

The authors’ Entangled Marketing paradigm builds authentic and lasting relationships between brands and consumers. This book is a must read for every global marketer who wonders what is coming next.

Johann C. Freilinger
Head of Marketing
and Communications
SAP Exchange Media

Stan and Sebastian, a remarkable intergenerational twosome, show how brand and consumer can both benefit from a mutually supportive relationship. The book’s innovative approach works equally well for non-profit and for-profit organizations. Strongly recommend this leap from engagement to entanglement.

Adam Sohn, VP
Communications AARP

UPDATES

How to Stay Updated

When the authors wrote the book, they were well aware of the irony in presenting what they see as the next digital frontier – Entangled Marketing™ – in a text-based format that is over 1500 years old. It is why they decided to combine the traditional book format with an online extension that constantly updates the content. The book's concepts become timeless. For updates on each of the book's major themes you can access new developments by clicking the "Read More" buttons below.

Think Increased "Share of Life"

In the digital age, the Internet behemoths battle to increase "Share of Life". Hardly a month goes by without a new announcement from Amazon, Apple, Google or Facebook about moving into another aspect of people's lives.

Think Beyond Engagement

As the Internet’s influence over our behavior intensifies, hit-and-miss engagement is less likely to result in a lasting relationship. Supportive, value-added entanglement is what is needed to forge an unbreakable connection with your customers.

Think Entangled Twosome

In an interconnected society there is no winning when your customer loses. With transparency run rampant, buyer and seller are a twosome bound at the hip in an ongoing relationship that works for both parties.

Think One-with-One Empowerment

What you do with your customer to increase the likelihood of remaining connected for decades is far more powerful than what you do to the customer in ringing up a few more sales. Take the "to" out of One-to-One. Win with a One-with-One relationship.

Think Zero Degrees of Separation

Digital technology has taught us more about our customers than ever was thought possible. Modern marketers are armed with insights allowing them to close the separation between brand and consumer from “arm’s length” to “zero degrees.”

Think iDirect Entanglement

Internet E-commerce adds affordability and accessibility to direct marketing's classic addressability and accountability. The 4 A’s of the powerful new iDirect model are driving an explosive boom in digitized direct marketing.

Think High Cost of Nonvertising

The enormous waste built into traditional advertising has now been joined by wasteful online advertising. Often half of the online and offline advertising budget goes down the drain as what the authors describe as “Nonvertising.”

NEWS

Entangled Marketing™ News

JOIN OUR COMMUNITY

Join Our Community

Sebastian and Stan are inviting interested advertising and marketing professionals to be part of their LinkedIn group.

If you choose to join, you become part of a community which shares great examples and personal experiences dealing with entangling the brand and the consumer in a mutually beneficial relationship. Along with the other "insiders," you can gain a decided advantage in the fierce online competition for market share.

Click here to join the Entangled Marketing™ community on LinkedIn.

WE'D LOVE TO HEAR FROM YOU

We'd Love to Hear From You

Feel free to contact us with any inquiries.





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