An audience of one : drive superior results by making the radical shift from mass marketing to one-to-one marketing
Description
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
More Details
Format
Language
English
ISBN
1264268556, 9781264268559
UPC
1264268556, 9781264268559
Notes
Bibliography
Includes bibliographical references and index.
Description
"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.
Local note
O'Reilly O'Reilly Online Learning: Academic/Public Library Edition
Table of 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.
Similar Titles From NoveList
NoveList provides detailed suggestions for titles you might like if you enjoyed this book. Suggestions are based on recommendations from librarians and other contributors.
Superconsumers : a simple, speedy, and sustainable path to superior growth - Yoon, Eddie
These have the subjects "Market segmentation" and "Business & Economics / Marketing / General."
Reviews from GoodReads
Loading GoodReads Reviews.
Citations
APA Citation, 7th Edition (style guide)
Turner, J., & Moxley, C. (2021). An audience of one: drive superior results by making the radical shift from mass marketing to one-to-one marketing . McGraw Hill.
Chicago / Turabian - Author Date Citation, 17th Edition (style guide)Turner, Jamie, 1961- and Chuck, Moxley. 2021. An Audience of One: Drive Superior Results By Making the Radical Shift From Mass Marketing to One-to-one Marketing. New York, NY: McGraw Hill.
Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)Turner, Jamie, 1961- and Chuck, Moxley. An Audience of One: Drive Superior Results By Making the Radical Shift From Mass Marketing to One-to-one Marketing New York, NY: McGraw Hill, 2021.
Harvard Citation (style guide)Turner, J. and Moxley, C. (2021). An audience of one: drive superior results by making the radical shift from mass marketing to one-to-one marketing. New York, NY: McGraw Hill.
MLA Citation, 9th Edition (style guide)Turner, Jamie, and Chuck Moxley. An Audience of One: Drive Superior Results By Making the Radical Shift From Mass Marketing to One-to-one Marketing McGraw Hill, 2021.
Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.
Staff View
Grouped Work ID
62928961-1b8c-3b50-0fe9-bad8ec26f57c-eng
Grouping Information
| Grouped Work ID | 62928961-1b8c-3b50-0fe9-bad8ec26f57c-eng |
|---|---|
| Full title | audience of one drive superior results by making the radical shift from mass marketing to one to one marketing |
| Author | turner jamie |
| Grouping Category | book |
| Last Update | 2025-01-24 12:33:29PM |
| Last Indexed | 2025-05-22 03:19:11AM |
Book Cover Information
| Image Source | syndetics |
|---|---|
| First Loaded | Mar 12, 2025 |
| Last Used | May 20, 2025 |
Marc Record
| First Detected | Dec 16, 2024 11:17:01 PM |
|---|---|
| Last File Modification Time | Dec 17, 2024 08:16:48 AM |
| Suppressed | Record had no items |
MARC Record
| LEADER | 05055cam a2200529 i 4500 | ||
|---|---|---|---|
| 001 | on1255520871 | ||
| 003 | OCoLC | ||
| 005 | 20241217081430.0 | ||
| 006 | m o d | ||
| 007 | cr cnu---unuuu | ||
| 008 | 210603s2021 nyu ob 001 0 eng | ||
| 010 | |a 2021026457 | ||
| 019 | |a 1286841284 | ||
| 020 | |a 1264268556|q electronic book | ||
| 020 | |a 9781264268559|q (electronic bk.) | ||
| 024 | 8 | |a 1264268556 | |
| 024 | 8 | |a 9781264268559 | |
| 035 | |a (OCoLC)1255520871|z (OCoLC)1286841284 | ||
| 037 | |a 9781264268559|b O'Reilly Media | ||
| 040 | |a DLC|b eng|e rda|c DLC|d OCLCF|d YDX|d DLC|d YDX|d OCLCO|d TOH|d ORMDA|d N$T|d OCLCO|d OCLCQ|d OCLCO|d OCLCL | ||
| 042 | |a pcc | ||
| 049 | |a MAIN | ||
| 050 | 0 | 0 | |a HF5415.127|b .T87 2021 |
| 082 | 0 | 0 | |a 658.8/02|2 23 |
| 100 | 1 | |a Turner, Jamie,|d 1961-|e author.|9 256146 | |
| 245 | 1 | 3 | |a An audience of one :|b drive superior results by making the radical shift from mass marketing to one-to-one marketing /|c Jamie Turner and Chuck Moxley. |
| 264 | 1 | |a New York, NY :|b McGraw Hill,|c [2021] | |
| 300 | |a 1 online resource | ||
| 336 | |a text|b txt|2 rdacontent | ||
| 337 | |a computer|b c|2 rdamedia | ||
| 338 | |a online resource|b cr|2 rdacarrier | ||
| 347 | |a text file | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a 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. | |
| 520 | |a "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"--|c Provided by publisher. | ||
| 542 | |f Copyright © McGraw-Hill 2022|g 2022 | ||
| 590 | |a O'Reilly|b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Market segmentation.|9 46417 | |
| 650 | 0 | |a Customer relations.|9 35397 | |
| 700 | 1 | |a Moxley, Chuck,|e author. | |
| 758 | |i has work:|a An audience of one (Text)|1 https://id.oclc.org/worldcat/entity/E39PCH9jtFKx9xwQddfvQYmgjy|4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version:|a Turner, Jamie, 1961-|t Audience of one|d New York : McGraw Hill, [2021]|z 9781264268542|w (DLC) 2021026456 |
| 856 | 4 | 0 | |u https://library.access.arlingtonva.us/login?url=https://learning.oreilly.com/library/view/~/9781264268559/?ar|x O'Reilly|z eBook |
| 938 | |a YBP Library Services|b YANK|n 302427944 | ||
| 938 | |a EBSCOhost|b EBSC|n 3021397 | ||
| 994 | |a 92|b VIA | ||
| 999 | |c 357600|d 357600 | ||