| Description |
1 online resource |
|
text file |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Part one. The one-to-one marketing overview -- What is one-to-one marketing? -- Your consumers are changing. Are you keeping up with them? -- Part two. Digging deeper -- Dissecting 1:1 campaigns versus mass marketing campaigns (the who and the what) -- Dissecting 1:1 campaigns versus mass marketing campaigns (the where and when) -- Dissecting 1:1 campaigns versus mass marketing campaigns (the why and how) -- Part three. Strategic thinking -- The sales funnel isn't dead. It just needs a kick in the butt -- Reinventing the way you think about marketing -- Key concepts and definitions every 1:1 marketer must know -- What's required to become a 1:1 marketer? -- Part four. Putting it all to work -- Building and implementing a marketing strategy around your audience of one -- The tools in the toolshed -- How to turn consumer privacy into a strategic benefit for your brand -- Seven tips & best practices for implementing 1:1 marketing in your organization -- Yes, B2B marketers can also be 1:1 marketers -- Part five. Advanced techniques -- Data is the new oil that keeps 1:1 marketing running smoothly -- Identity: the linchpin of one-to-one marketing -- How to create and manage your identity graph -- Fun with ROI calculations -- even if you're not a math whiz -- Putting it all together. |
| 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. |
| Subject |
Market segmentation.
|
|
Customer relations.
|
|
Segmentation du marché. |
|
Customer relations |
|
Market segmentation |
| Added Author |
Moxley, Chuck, author.
|
| Other Form: |
Print version: Turner, Jamie, 1961- Audience of one New York : McGraw Hill, [2021] 9781264268542 (DLC) 2021026456 |
| ISBN |
1264268556 electronic book |
|
9781264268559 (electronic bk.) |
|
hardcover |
| Standard No. |
1264268556 |
|
9781264268559 |
|
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