Marketing to the Entitled Consumer: How to Turn Unreasonable Expectations into Lasting Relationships

DIAMOND
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Senteo Rating 2.5
04/27/23
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Author:Nick Worth, Dave Frankland
04/27/23
views 12739
comments0
Author:Nick Worth, Dave Frankland
DIAMOND
RATING
Senteo Rating 2.5

Marketing to the Entitled Consumer: How to Turn Unreasonable Expectations into Lasting Relationships
Nick Worth & Dave Frankland Mascot Books, 2019
Senteo’s Review information

In the book Marketing to the Entitled Consumer: How to Turn Unreasonable Expectations into Lasting Relationships, authors Nick Worth & Dave Frankland build a guide to marketing in the digital age. Their main focus and emphasis are on how to build a better marketing strategy in a world where consumers are bombarded with communications day in and day out from different directions and have learned to tune out the ad-saturation which has engulfed consumers over the last two decades. Nick Worth is the Chief Marketing Officer of Selligent, a rapidly growing international relationship marketing platform. Dave Frankland is an independent writer, consultant, and thought leader. He is a highly rated public speaker, having keynoted conferences around the world.

Marketing to the Entitled Consumer, is a marketing book focused on application with what it positions as a unique emphasis on understanding how to market to the modern consumer. The book’s emphasis is on providing a methodology and knowledge base on how to work with consumers who have been accustomed to tuning out most of the traditional marketing targeted at them. They dive into everything from the type of data to collect to how best to deploy the information you do have. They also coined the term “consumer-first marketing” to describe their methodology of having campaigns and strategies which are not only targeted, but also unique, memorable, and pleasant for consumers. The authors provide a backbone for their methodology via what they describe as the three R’s: reciprocal value, relevance, and respectful empathy. Using this methodology, the authors claim you can cut through the saturated and cluttered consumer marketing world to impact consumers more consistently.

This book provides several interesting perspectives and definitely offers some useful methodology. They make good points about how saturated a consumer’s inbox will be with marketing material and that new methods and approaches should be developed to create more effective campaigns.

While the book provides several useful elements to develop marketing strategies within business, it misses the beat when it comes to one of its core missions which is building long-lasting relationships. There were many instances in the book which provide a knowledge base that may help you integrate better marketing techniques and strategies, but as a whole the strategies are neither unique, nor groundbreaking. While the book has positioned itself as an end all, be all, “you will find success after reading this book,” it creates a feeling that the authors are delusional with respect to what exactly they have accomplished.

ODAY’S CONSUMERS WANT EVERYTHING. YOU SHOULD GIVE IT TO THEM.

Marketers face a paradox. Consumers expect your brand to know everything about them-who they are, what they want, and why-and to deliver it at the exact moment they need it. But ad saturation and inbox clutter make them resent everything marketers do. In this environment, traditional approaches just won’t cut it. Marketing to these entitled consumers demands a new strategy: consumer-first marketing. And this book, featuring a foreword by NFL Hall of Famer Steve Young, is the first to lay out how to do it.

Based on focus groups and surveys with 7,000 consumers, combined with the authors’ experience with hundreds of brands, Marketing to the Entitled Consumer shows you everything you need to apply consumer-first marketing in your organization. You’ll learn which data to collect-from purchase histories to pollen counts-and how to deploy it consistently across online, mobile, and real-world channels. You’ll see how to build consumer connections that cut through the clutter with the three Rs: reciprocal value, relevance, and respectful empathy. You’ll even get a roadmap on how to win over your fellow marketers and the rest of your company.

Read the book that the legendary marketing thinker Don Peppers called “a warning shot across the bow of traditional marketing.” Then get to work. Your entitled consumers are ready for a new approach…are you?

This could be a useful read to those breaking into or working with and around marketing. While it is important to note that we do not find this to be an all-encompassing guide, it does include some valuable insights and perspectives.

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    Marketing to the Entitled Consumer: How to Turn Unreasonable Expectations into Lasting Relationships
    Nick Worth & Dave Frankland Mascot Books, 2019
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