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Marketing to the Entitled Consumer: How to Turn Unreasonable Expectations into Lasting Relationships

Marketing to the Entitled Consumer: How to Turn Unreasonable Expectations into Lasting Relationships

by Nick Worth, Dave Frankland


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Marketers face a paradox. Consumers expect your brand to know everything about them—who they are, what they want, and why—and to deliver it at the exact moment they need it. But ad saturation and inbox clutter make them resent everything marketers do. In this environment, traditional approaches just won’t cut it. Marketing to these entitled consumers demands a new strategy: consumer-first marketing. And this book, featuring a foreword by NFL Hall of Famer Steve Young, is the first to lay out how to do it.

Based on focus groups and surveys with 7,000 consumers, combined with the authors’ experience with hundreds of brands, Marketing to the Entitled Consumer shows you everything you need to apply consumer-first marketing in your organization. You’ll learn which data to collect—from purchase histories to pollen counts—and how to deploy it consistently across online, mobile, and real-world channels. You’ll see how to build consumer connections that cut through the clutter with the three R’s: reciprocal value, relevance, and respectful empathy. You’ll even get a roadmap on how to win over your fellow marketers and the rest of your company.

Read the book that the legendary marketing thinker Don Peppers called “a warning shot across the bow of traditional marketing.” Then get to work. Your entitled consumers are ready for a new approach . . . are you?

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Product Details

ISBN-13: 9781684015597
Publisher: Mascot Books
Publication date: 10/30/2018
Pages: 304
Product dimensions: 6.00(w) x 9.00(h) x (d)

About the Author

Nick Worth is a marketing expert whose varied career has given him unique insights into the ascendance of digital consumer engagement. He’s worked in market research, board-level strategy, marketing technology, as a startup advisor, and, most notably, as a founder of Schematic, one of the world’s first and most successful digital agencies. With his partner, he took Schematic from a handful of people sitting at a booth in a Santa Monica coffee shop to 350 digital professionals serving companies as large as Google, NBC, and Sony. Currently the chief marketing officer of Selligent Marketing Cloud, Nick writes and speaks broadly about the many challenges facing today’s marketers, including technological advancements and Millennial engagement. A graduate of Harvard College and Oxford University, Nick lives in London.

Dave Frankland is an independent writer, consultant, and thought leader. He is a highly rated public speaker, having keynoted conferences around the world, and is equally comfortable addressing boardrooms and auditoriums. Before the term Big Data existed, Dave saw the trend and co-founded the customer intelligence (CI) practice at Forrester Research. Since then, he has helped executives at hundreds of companies to define their customer relationship strategy. He grew up in Dublin, Ireland, and holds degrees from the National University of Ireland, Galway; Trinity College Dublin; and the University of Stirling in Scotland. He lives in Florida with his wife and two children.

Table of Contents

Foreword Steve Young ix

Part 1 The Case for Consumer-First Marketing

Chapter 1 Unreasonable Expectations 3

Chapter 2 Marketing Overload 33

Chapter 3 Consumer-First Marketing 53

Part 2 The Elements of Consumer-First Marketing

Chapter 4 Diverse Data 87

Chapter 5 Omnichannel Engagement 111

Chapter 6 Reciprocal Value Forges Relationships 139

Chapter 7 Relevance Strengthens Relationships 165

Chapter 8 Respectful Empathy Preserves Relationships 183

Part 3 The Impact of Consumer-First Marketing

Chapter 9 The Path to Consumer-First Marketing 213

Chapter 10 The Consumer-First Future 239

About the Authors 258

Research Methodology 262

Acknowledgments 264

Endnotes 268

Index 280

Customer Reviews