Marketing to the Entitled Consumer : How to Turn Unreasonable Expectations into Lasting Relationships
Now more than ever, marketers face a paradox. Consumers expect your brand to know who they are, what they want, and why and to deliver results at the exact moment they're needed. But the seemingly never-ending stream of advertisements and inbox clutter makes many resent everything marketers do. In this environment, traditional approaches just wont cut it. Marketing to these entitled consumers requires a new strategy: consumer-first marketing. And this book is the first to lay out how to do it. Based on focus groups and survey answers from real consumers, combined with the authors experience with hundreds of different brands, Marketing to the Entitled Consumer shows you exactly how to apply consumer-first marketing in your organization. Youll learn which data to collect -- from purchase histories to pollen counts -- and how to deploy it consistently across online, mobile, and real-world channels. Youll master the art of building meaningful consumer connections with the three Rs: reciprocal value, relevance, and respectful empathy. Youll even get instructions on how to win over your fellow marketers and the rest of your company. Marketing to the Entitled Consumer features practical case studies from dozens of marketing practitioners and thought leaderslearn how a clothing retailer, a self-storage company, and a European department store all personalized their marketing outreach strategies to suit their individual customers and how those changes maximized company growth. 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?
- Hardback | 304 pages
- 157.48 x 231.14 x 25.4mm | 624g
- 30 Oct 2018
- Mascot Books, Inc
- United Kingdom
"Marketing to the Entitled Consumer is a warning shot across the bow of traditional marketing. Today's 'entitled consumers' are less patient and passive and expect you to be more judicious with their attention span. This book is exactly what you need if you want to be able to meet these expectations." -- Don Peppers "Best-selling business author, speaker, and customer experience visionary" "In Marketing to the Entitled Consumer, Frankland and Worth define how to do marketing that puts the consumer first. I've learned just how powerful that can be in building INDOCHINO. If you want to market in a way that creates long-term, valuable customer relationships, move this book to the top of your reading list." -- Drew Green "CEO, INDOCHINO" "Finally a marketing book that sees around the corner to understand consumers of tomorrow and how to connect with them." -- Steven Van Belleghem "Author of Customers the Day After Tomorrow" "Consumers expect more than ever before. Frankland and Worth dive deep into understanding what this trend means to help you discover what it takes to win with the entitled consumer!" -- W. Dan Marks "Chief Marketing Officer, Hancock Whitney Bank"
About Nick Worth
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.