245 Marketing to the Entitled Consumer by Dave Frankland

The Marketing Book Podcast

Douglas Burdett

Sales, B2bmarketing, Contentmarketing, Marketing, B2bsales, Socialmedia, Business, Entrepreneurship, Digitalmarketing

4.9 • 868 Ratings

🗓️ 20 September 2019

⏱️ 63 minutes

🔗️ Recording | iTunes | RSS

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Summary

Marketing to the Entitled Consumer by Dave Frankland

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https://www.salesartillery.com/marketing-book-podcast/marketing-entitled-consumer-dave-frankland

TODAY'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?

Transcript

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0:00.0	This is Dave Franklin, co-author of Marketing to the Entitled Consumer,
0:04.0	how to turn unreasonable expectations into lasting relationships.
0:08.1	And you are listening to the Marketing Book Podcast.
0:10.8	Welcome to the Marketing Book Podcast. podcast. And now here's your host, Douglas Burdett.
0:24.0	Hello, thanks for joining me on the marketing book podcast where each week I publish an interview with the author of a new marketing or sales book and which was named by Forbes is one of 11 Smart Podcasts that will keep you in the know and named by LinkedIn as one of 10
0:37.9	Podcasts that will make you a better marketer. My goal for this podcast is to help us both discover new ideas so we can better
0:45.2	succeed in the quickly changing field of modern marketing and sales. Don't worry about taking
0:50.2	notes. You can find links to everything linkable in this episode's show notes at
0:54.4	marketingbook podcast.com.
0:56.5	And since you're a listener to the marketing book podcast, if I can recommend a specific marketing
1:01.5	or salesbook or some other helpful resource that I know of
1:04.6	for whatever situation you find yourself in, feel free to connect with me on LinkedIn
1:08.9	where we can chat and I'll try to point you in the right direction and save you time.
1:14.0	This show is produced by my marketing firm.
1:16.5	We work with manufacturers to help them grow.
1:19.3	If you're a manufacturer and are serious about growing your business,
1:23.0	check out our guide to lead generation for manufacturers
1:25.8	on our website sales artillery.com,
1:28.6	or Google lead generation for manufacturers
1:32.0	and you'll find the guide atop the organic results.
1:35.7	And special thanks to this episode's sponsor H-RFs.
1:39.6	If getting more of the right kind of traffic to your website as a priority but it just
	...

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