Marketing to the Entitled Consumer
How to Turn Unreasonable Expectations into Lasting Relationships
by Nick Worth and Dave Frankland
Pub Date 30 Oct 2018
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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?
"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