Selligent Marketing Cloud CMO and Consumer Intelligence Expert Publish Consumer-First Marketing Playbook

By: Robert Diamond Oct. 17, 2018

NEW YORK, Oct. 17, 2018 /PRNewswire/ The modern consumer wants it all, and they want it now: a seamless experience across channels, new products that matter to them, and, more than anything, anticipation of what they want before they even ask for it. What can marketers do to get ahead? Marketing to the Entitled Consumer: How to Turn Unreasonable Expectations into Lasting Relationships (Mascot Books, October 30, 2018) answers these questions and sets forth a consumer-first approach that will help businesses and agencies adapt, anticipate, and succeed.

Digital marketing pioneer Nick Worth and marketing research expert Dave Frankland surveyed more than 7,000 consumers across the United States and Europe in an effort to understand their expectations and how well companies across industries meet their needs. By conducting several in-depth interviews with both consumers and marketing experts, Worth and Frankland reached a critical conclusion: entitled consumers can't be identified in standard demographic terms.

Entitlement is only detectable through attitude and behavior. Entitled consumers may be young or old; men or women; educated and affluent or notYour traditional marketing cohortswon't help you identify them. The conclusion is clear: if around two-thirds of your customers are entitled in some wayyou have to treat everybody as entitled.

The solution is consumer-first marketing. Rather than prioritizing product release schedules, channel requirements, or predetermined internal goals, marketers should put the consumer at the heart of marketing initiatives and seek to drive engagement, not just visibility:

These days, the consumer is often the last piece of the marketing puzzleA consumer-first approach[demands] we seek first to understand the consumer and then to build relationships on her termswith integrity, empathy, and a concern for the value of the relationships to the consumer.

By using data and omnichannel communication to better understand what consumers want, marketers can create campaigns that better serve the people to whom they are targeted by focusing on the "three Rs" of consumer-first marketing: reciprocal value, relevance, and respectful empathy. Marketing to the Entitled Consumer provides a comprehensive framework for this new approach and uses case studies, survey data, and interviews to present an in-depth look at how consumer-first marketing is changing the game for marketers and agencies worldwide.

Nick Worth is a marketing expert whose diverse career experience has given him unique insights into the rise of digital consumer engagement. As co-founder of Schematic, one of the world's first and most successful digital agencies, Worth took the company from a small startup to an agency of more than 350 digital professionals service companies like NBC, Google, and Sony. Currently the CMO of Selligent, Nick writes for more than a dozen trade publications and speaks to marketers about the impact of technology on marketing, strategies for engaging millennials, and the many challenges they face. A graduate of Harvard College and Oxford University, Nick lives in London.

Dave Frankland is an independent writer, consultant, speaker, and thought leader. Before the term Big Data existed, Dave saw the trend and cofounded the consumer intelligence (CI) practice at Forrester Research. His research and opinions have been featured in the New York Times, Economist, Ad Age, and 1to1 Magazine, as well as on CNN's "The Situation Room," among others. Previously, Dave served as the CSO at Selligent, as well as in various roles at DoubleClick (now a Google company), NRW, and Hill & Knowlton. He lives in Florida with his wife and two children.

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