Buch, Englisch, 320 Seiten, Format (B × H): 160 mm x 232 mm, Gewicht: 544 g
Drive Superior Results by Making the Radical Shift from Mass Marketing to One-To-One Marketing
Buch, Englisch, 320 Seiten, Format (B × H): 160 mm x 232 mm, Gewicht: 544 g
ISBN: 978-1-264-26854-2
Verlag: McGraw Hill LLC
The breakthrough marketing strategy today’s leading companies are using to change consumer behavior and drive revenue to the bottom lineOne-to-one marketing is the breakthrough strategy today’s top brands are using to generate meaningful conversations with customers on an individual basis, helping them grow their revenue while understanding and even anticipating consumer behavior. But with that enormous potential comes a common pitfall: Alienating customers who value their privacy.In An Audience of One, internationally recognized marketing experts Jamie Turner and Chuck Moxley reveal the secrets to implementing a strategy that allows you to use important data while respecting consumers’ privacy concerns. In chapter after chapter of real-life cases and primary research, you’ll learn: - Which brands are using one-to-one marketing, and how they leverage it for growth
- The important role privacy plays in a one-to-one marketing campaign
- What fears consumers have about privacy—and how address those concerns
- How to calculate the ROI of a one-to-one marketing campaign
- Why the traditional sales funnel no longer works—and what’s replacing it
- Surprising insights about how the customer journey can be leveraged to grow sales
- How to create consumer profiles—without invading your customers’ privacy
If you’re a marketing professional, C-level executive, an entrepreneur or leader in any consumer-facing business, understanding one-to-one marketing—and learning how to use it properly—is critical to your brand’s success. An Audience of One will give you the in-depth understanding you need and provide a hands-on, actionable roadmap to take your marketing to the next level.
Autoren/Hrsg.
Weitere Infos & Material
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
Notes
Index
