An audience of one drive superior results by making the radical shift from mass marketing to one-to-one marketing
"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...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
New York, NY
McGraw Hill
2021
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| Subjects: | |
| Online Access: | |
| Collection: | O'Reilly - Collection details see MPG.ReNa |
Table of Contents:
- Includes bibliographical references and index
- 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