Denise Shiffman’s Engage Daily Blog

There are many great reviews of THE AGE OF ENGAGE. It’s been featured on TV, radio, podcasts, and in print. Here are some of the print reviews. If you would like to see other media, click here. You can also download excerpts.

“Highly Recommended” — CHOICE Magazine (American Library Association)

“A compelling case for CEOs [to implement new media]“ — FOREWORD Magazine

American Library Association’s Choice Magazine
In this excellent primer on using the Web effectively to develop marketing strategies, Shiffman (marketing and management consultant) offers an introduction to Web 2.0 and Web 3.0 and expands on the role of the Internet as an effective tool for businesses to truly interact with their target audiences. The author uses case studies and examples (e.g., Starbucks, Apple, Best Buy) to explore the Internet’s role beyond the corporate Web site. She also discusses the important role of social networking sites such as Facebook. An appendix contains a series of exercises to help marketers understand the vital role that social, interactive media can play in developing their own successful marketing campaign. Shiffman’s professional experience as a branding consultant is evident in the tone of the book. The Age of Engage is written with professionals in mind, and a certain amount of marketing knowledge is needed to fully appreciate the text. An ideal resource for business professionals and business graduate students as an overview of how to use technology for successful, engaged branding strategies. See related, Larry Weber’s Marketing to the Social Web: How Digital Customer Communities Build Your Business (CH, Nov’07, 45-1559). Summing Up: Highly recommended.

Foreword Magazine Review
by Jeanne M. Lesinski

Over two decades, Shiffman has launched some thirty products and rebranded others, accruing over $2 billion in revenue; experience that she draws on to provide rich examples. In addition to explaining newly coined internet terminology for the nonspecialist, she clearly describes her overall “V” strategy (Venture, Value, Voice, Verifiable, Vicinity, Vehicle), which she has found so effective for her clients. Throughout, she presents a compelling case for CEOs to “implement interactive and engaging marketing that simultaneously targets individuals and the mass market.”

Jeb Blount, author of PowerPrinciples and host of the SalesGravy Podcast

The Age of Engage is well written and pulls you in and keeps you hooked. The author, Denise Shiffman, does a fantastic job of covering complex ideas in an easy to understand format and friendly writing style. I loved the book and have the bent page corners and underlined text on almost every page to prove it. We are already applying the concepts learned in our business

The Age of Engage is similar to Chris Anderson’s book , The Long Tail, in that it challenges the business world to wake up and come to grips with the reality that Web 2.0, or as Shiffman more accurately labels it - the Live Web, has changed old sales and marketing paradigms forever. But rather than focus on how niche marketers benefit from the Live Web, Shiffman encourages businesses of all sizes, in all industries to use the Live Web to engage with their customers and build deeper relationship.

Although the book is fun to read and (no pun intended) engaging, there is substance here which may predict a paradigm shift in how business views marketing in the 21st century. Shiffman moves us past the traditional four P’s we learned in marketing 101 and offers a new strategy called the 6 Vs: Venture, Value, Voice, Verification, Vicinity, Vehicle. Her strategy is designed to help organizations remain fluid, authentic, and focused in the world where customers control and manipulate marketing messages through blogs, podcasts, wiki’s, You Tube, Google, and forums.

The Next Web by Martin Kloos

Booklist 2.0: March 2008
The Age of Engage: Reinventing Marketing for Today’s Connected, Collaborative, and Hyperinteractive Culture

Just off the presses — The Age of Engage, written by Denise Shiffman deals with the premise that web 2.0 is reshaping marketing into a field where companies should truly engage their audiences in order to become successful. Shiffman radically alters the way we think of marketing by introducing her 6 V’s of marketing 2.0 as a replacement to the traditional 4 (or 5) P’s of marketing: Venture, Value, Voice, Verifiable, Vicinity and Vehicle. It seems that the book is launched at the right time, since the broader topic on engagement gets a lot of media attention lately with tools like Nuconomy and Microsoft’s efforts on engagement mapping. The book got great press coverage by Google’s CEO Eric Schmidt and Don Tapscott, famous for his Wikinomics book, who both dub it as a must-read for marketeers. With the book, there is also a new weblog, which writes about companies that get the engagement thingy.

One personal side note: Engagement is more and more presented as thé next thing in marketing and analytics. But is engagement all their is or is their more? I personally would say there is more when looking at theories of Communities of Practice for instance. Communities of Practice have similarities, but also go deeper, than online communities. I guess I’ll write a post about this topic in the near future…

Brand Champions by Rex Whisman

I just finished reading, The Age of Engage by Denise Shiffman. I liked it. In fact I just added it to my recommended reading list for brand champions. Anything that supports the idea of engagement, I am all over. Engaging your constituents, especially your employees, in your organization’s brand development efforts, helps ensure success.

In her book, Shiffman suggests (and I agree) that the traditional four Ps of marketing needs a make over. The bulk of her book, in the context of what she describes as the Live Web, supports her case for replacing the four Ps with six Vs: venture, value, voice, verifiable, vicinity and vehicle. I can’t argue with what she professes.

Age of Engage! by Wendy Brickman

Attention everyone! Here is a new book for just about anyone in business! In fact, it makes the perfect gift if you just happen to be a friend, relative or loved one of someone in business.

Take the time and order a copy of The Age of Engage which is a new “must read” book by Denise Shiffman. It was exactly what I was looking for…i.e. a book that is dedicated to explaining the shift in marketing and providing great ways for companies to survive and thrive on the Internet and beyond.

The Age of Engage on Marketing Pilgrim by Andy Beal

Excerpt:

AB: You say the “Four Ps” model is dead and instead offer an alternative “Six Vs.” What are the Six Vs and why are they important to marketers?

DS: The “Four Ps” model for marketing was defined in the 1960s. It is an outdated paradigm that has us think of product, channel, and promotions as separate strategies. And many companies organize around these principles creating silos of information, creation, and implementation. Even the idea of price has changed substantially where price for the same physical product can change based on convenience, time to deliver, customer loyalty points, or other variables.

After a great deal of research I defined the new paradigm for marketing as the “Six Vs” which stands for Venture, Value, Voice, Verification, Vicinity, and Vehicle. This paradigm rethinks product definition and integration as a process of collaboration via product team ventures (rather than silo divisions). It also highlights the criticality of a company’s position, image, and unique value offered to the market place, and the process for building trust. In addition, the “Six Vs” pulls into the fold the importance of understanding your customers whole experience with your brand (not just the experience you offer them), monitoring and managing where your customers go online, and changing traditional ivory-tower behaviors to become a part of and influence the conversation. Finally, the “Six Vs” paradigm recognizes that new media is a set of marketing vehicles enabling you to get closer to, understand better, and interact in real-time with your customers. Blogs, podcasts, wikis, and widgets are enablers, but you must have the right strategy to succeed.

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