An audience of one : drive superior results by making the radical shift from mass marketing to one-to-one marketing / Jamie Turner, Chuck Moxley.

Format:

Book

Author/Creator:

Turner, Jamie, 1961- author.

Moxley, Chuck, author.

Language:

English

Subjects (All):

Market segmentation.

Customer relations.

Physical Description:

1 online resource (233 pages)

Place of Publication:

New York : McGraw Hill, [2022]

Summary:

"The breakthrough marketing strategy today's leading companies are using to change consumer behavior and drive revenue to the bottom line Walmart, United Airlines, Jeep, and many other top companies are using the breakthrough strategy-one-to-one marketing-with amazing results, and now you can, too. An Audience of One walks you through the process of leveraging all the customer data you have at your disposal to generate and hold meaningful conversations with customers on an individual basis-all while fully respecting their privacy. Written by two of today's most renowned marketing minds, this groundbreaking guide teaches you: Key concepts of one-to-one marketing How today's leading brands are leveraging one-to-one marketing to drive growth The important role of privacy in a one-to-one marketing campaign How to use one-to-one marketing ethically and properly How to address common consumer fears and concerns about privacy How to calculate the return-on-investment of a one-to-one marketing campaign How to create an Identity Graph which predicts consumer behavior Why the traditional sales funnel no longer works-and what to replace it with Surprising insights about the customer journey and how it can be leveraged to grow sales and revenues How to create consumer profiles without invading your customers' privacy As a marketing professional, you enjoy access to a remarkable amount of data about each and every customer. An Audience of One provides the tools and techniques to get everything you can from this data, in an ethical way that benefits both you and your customers"-- Provided by publisher.

Contents:

Cover

Title Page

Copyright Page

Dedication

Contents

Foreword by Don Peppers and Martha Rogers, PhD

Introduction: The World of One-to-One Marketing

PART 1 THE ONE-TO-ONE MARKETING OVERVIEW

CHAPTER 1 What Is One-to-One Marketing?

CHAPTER 2 Your Consumers Are Changing. Are You Keeping Up with Them?

PART 2 DIGGING DEEPER

CHAPTER 3 Dissecting 1:1 Campaigns Versus Mass Marketing Campaigns (the Who and the What)

CHAPTER 4 Dissecting 1:1 Campaigns Versus Mass Marketing Campaigns (the Where and When)

CHAPTER 5 Dissecting 1:1 Campaigns Versus Mass Marketing Campaigns (the Why and How)

PART 3 STRATEGIC THINKING

CHAPTER 6 The Sales Funnel Isn't Dead. It Just Needs a Kick in the Butt.

CHAPTER 7 Reinventing the Way You Think About Marketing

CHAPTER 8 Key Concepts and Definitions Every 1:1 Marketer Must Know

CHAPTER 9 What's Required to Become a 1:1 Marketer?

PART 4 PUTTING IT ALL TO WORK

CHAPTER 10 Building and Implementing a Marketing Strategy Around Your Audience of One

CHAPTER 11 The Tools in the Toolshed

CHAPTER 12 How to Turn Consumer Privacy into a Strategic Benefit for Your Brand

CHAPTER 13 Seven Tips and Best Practices for Implementing 1:1 Marketing in Your Organization

CHAPTER 14 Yes, B2B Marketers Can Also Be 1:1 Marketers

PART 5 ADVANCED TECHNIQUES

CHAPTER 15 Data Is the New Oil That Keeps 1:1 Marketing Running Smoothly

CHAPTER 16 Identity: The Linchpin of 1:1 Marketing

CHAPTER 17 How to Create and Manage Your Identity Graph

CHAPTER 18 Fun with ROI Calculations-Even If You're Not a Math Whiz

CHAPTER 19 Putting It All Together

Acknowledgments

Notes

Index

About The Authors.

Notes:

Description based on print version record.

Includes index.

ISBN:

9781264268559

1264268556

OCLC:

1255520871

Publisher Number:

1264268556

9781264268559