An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing
- 4h 19m
- Chuck Moxley, Jamie Turner
- McGraw-Hill
- 2021
One-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.
In this Book
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Foreword
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Introduction
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What is One-To-One Marketing?
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Your Consumers Are Changing. Are You Keeping up with Them?
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Dissecting 1:1 Campaigns versus Mass Marketing Campaigns (The Who and the What)
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Dissecting 1:1 Campaigns versus Mass Marketing Campaigns (The Where and When)
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Dissecting 1:1 Campaigns versus Mass Marketing Campaigns (The Why and How)
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The Sales Funnel isn’t Dead. It Just Needs a Kick in the Butt
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Reinventing the Way You Think about Marketing
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Key Concepts and Definitions Every 1:1 Marketer Must Know
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What’s Required to Become a 1:1 Marketer?
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Building and Implementing a Marketing Strategy around Your Audience of One
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The Tools in the Toolshed
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How to Turn Consumer Privacy into a Strategic Benefit for Your Brand
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Seven Tips and Best Practices for Implementing 1:1 Marketing in Your Organization
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Yes, B2B Marketers Can Also Be 1:1 Marketers
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Data is the New Oil That Keeps 1:1 Marketing Running Smoothly
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Identity—The Linchpin of 1:1 Marketing
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How to Create and Manage Your Identity Graph
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Fun with ROI Calculations—Even If You’re Not a Math Whiz
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Putting it All Together
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Notes
