At the end of the day, we’re geeks. We spend our free time and drinking time talking about customer relationships.
A few years ago, one beautiful morning in Lisbon, something clicked inside us. We looked at each other — almost in sync — and said, “we need to write a book.” We had been listening to an author talk about marketing effectiveness at a client conference, and could almost hear minds opening and gears turning as a packed room of professionals listened, learned, and started to think differently about a new and exciting approach to their work.
We had been in a months-long discussion with one another about why forming durable connections with consumers was so hard, and we wanted to formalize our thinking and contribute something to the debate. Three years later, leveraging research from 7,000 consumers in the US and Europe, focus groups in four countries, and hundreds of interviews with marketers and experts, we completed Marketing to the Entitled Consumer.
Our goal is to challenge the status quo, encouraging marketers to try something new by creating a roadmap for changing how to build relationships with entitled consumers. But, we don’t claim to have all of the answers – hence this blog. We encourage you to comment on our posts, pose questions, and challenge our ideas. Of course, we hope you will buy the book, but we want you to join the conversation too.
Oh, you wanted formal bio’s? Here you go:
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, Nick took the company from a small startup to an agency of more than 350 digital professionals service companies like NBC, Google, and Sony.
Recently the CMO of Selligent Marketing Cloud, Nick writes for more than a dozen trade publications and speaks to marketers about the impact of technology on marketing, strategies for engaging consumers, and the many challenges presented by omnichannel marketing. A graduate of Harvard College and Oxford University, Nick lives in London.
Follow Nick at @nsworth
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. He has helped executives at hundreds of companies to define their customer relationship strategy, and 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.
Dave provides strategy consulting, research, and advice to companies that seek to place the customer at the core of their business. Previously, he served as the Chief Strategy Officer at Selligent Marketing Cloud, as well as in various roles at DoubleClick (now a Google company), NRW, and Hill & Knowlton. Dave is a graduate of the National University of Ireland, Galway; Trinity College, Dublin; and the University of Stirling, Scotland. He lives in Florida with his wife and two children.
Follow Dave at @dfrankland