Forbes Announces ‘Resurrecting Trust’ – Shel Israel’s New Book with Porter Gale
Originally published by Shel Israel on Forbes.
I am extremely pleased to announce I am writing a new book with Porter Gale, former vice president of marketing at Virgin America, public speaker, author of Your Network is Your Net Worth and a respected marketing thought leader is my new co-author. Robert Scoble will write the foreword.
With a working title of Resurrecting Trust –The Future of Marketing in the Age of Context, it is a sequel to my recent book with Robert, intended for current and future business decision makers.
In Resurrecting Trust, Porter and I argue that new technologies, if used properly, can empower marketing, PR, corporate communications and advertising professionals can develop deep and personal relationships with every customer on a global basis, while eliminating the intrusive barrage of messages that annoy almost everyone. They can do this with unprecedented efficiency and thus lower costs while raiding profits.
Over the next six months, Porter and I will talk with hundreds of companies, analysts, thinkers and researchers, taking the most valuable and interesting of what we learn and compiling it into a format that makes maximum use of our shared love for story telling.
In our view, this book is well-timed. Marketing is at a flexpoint. Yesterday’s best practices have damaged the credibility of marketing programs. People are tired of the firehose of pushed messages. Simultaneously, rapidly emerging technology allows sellers to pinpoint the needs and contextual situation of each potential buyer and talk to them in relevant terms rather than hollering in the hurricane of the current mass marketplace.
We have doubts that most marketers are prepared to do this. They are more prone to continue doing what they are doing today, and when the returns diminish they double their budgets and try to shout louder. We predict that such a course, will realize steadily diminishing returns. People simply don’t trust ads and marketing messages anymore and while technology allows senders to pitch more, receivers are becoming adept at filtering, fast forwarding and muting the marketing maelstrom.
In fact, contextual technology has already given buyers the upper hand. Consumer reviews and social media now shape many brands despite billions of dollars of marketing investments from all sizes and types of enterprise.
Why should the enterprise listen to our arguments? Because, we argue, in this new Age of Context, the rules have changed. In this new age, as my last book concluded, trust is the new currency and marketers need to use the new tools to rebuild a trust that has been eroded by decades of excessive misleading and downright false claims.
Resurrecting Trust will pick up on significant technology changes and company pioneers where Age of Context left off. There will be an entire chapter on Bluetooth Beacons, the important new,inexpensive sensor devices that are rapidly fulfilling the promise of the Internet of Things.
We are still hammering out details and will post a preliminary Table of Contents in this column within the next week or two. Later we will post selected interview notes and a few sample chapters as well. Porter and I are big believers in crowd sourcing and will use this column and our social networks to get feedback and ideas from as many people as possible.
Resurrecting Trust will also follow the Age of Context’s successful business model. We are seeking enterprise sponsors to support the writing, editing, design and production of this new book.
When the book is published in Q1 2015.
Interested people should email email@example.com for more information.