An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing
McGraw-Hill Education (Verlag)
978-1-264-26854-2 (ISBN)
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.
Jamie Turner is an internationally recognized author, university professor, and professional speaker who has created successful marketing campaigns for many of the world’s top brands. He regularly appears in major media outlets as one of today’s leading marketing experts. Chuck Moxley has co-founded three Bay Area technology companies during the course of his career and has developed innovative marketing campaigns for major brands and many tech startups. He is one of the nation’s leading experts on the convergence of technology and marketing and speaks frequently at both the corporate level and the university level on the ethical use of data and its impact on business and society.
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
| Erscheinungsdatum | 18.10.2021 |
|---|---|
| Verlagsort | OH |
| Sprache | englisch |
| Maße | 160 x 236 mm |
| Gewicht | 535 g |
| Themenwelt | Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft |
| Wirtschaft ► Betriebswirtschaft / Management ► Allgemeines / Lexika | |
| ISBN-10 | 1-264-26854-8 / 1264268548 |
| ISBN-13 | 978-1-264-26854-2 / 9781264268542 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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