An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing

About the Book

The breakthrough marketing strategy today’s leading companies are using to change consumer behavior and drive revenue to the bottom line

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.

Table of Contents:
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


About the Author :
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.