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

Author: Nick Worth

Number Of Pages: 304

Details: Product Description 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 Rs: 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? Review " 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 "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 "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 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.

EAN: 9781684015597

Release Date: 30-10-2018

Languages: English

Item Note: Great shape- pages are unmarked and sharp. Hardcover Used - Like New Ships fast! 2018

Item Condition: UsedLikeNew

Binding: Hardcover