TODAY’S CONSUMERS WANT EVERYTHING. YOU SHOULD GIVE IT TO THEM.
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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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