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SXSW 2019

Marketing in the Era of the Entitled Consumer

According to the recently released book, Marketing to the Entitled Consumer, 70% of Entitled Consumers say companies should anticipate their needs and meet them before they arise. Car service has a 7 minute wait time instead of 3? The Entitled Consumer cancels and tries another app. Online clothing company not offering pre-filled form fields, free shipping or returns? The Entitled Consumer finds a different site. Today’s consumer wants everything, and she wants it now.

Drawing from a six-country study of 7000 consumers and interviews with scores of marketers, author Nick Worth will illustrate how technology created a new breed of consumers, break down their behavior and outline the new strategies marketers must adopt to serve their sky-high expectations.

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Takeaways

  1. Learn how technology has created today’s Entitled Consumer and fueled shoppers’ expectations for convenience, relevance and value
  2. Understand the new strategies marketers must adopt to engage Entitled Consumers or put their brand at risk
  3. Learn how to build relationships with today’s Entitled Consumer using the three R’s: Reciprocal Value, Relevance, and Respectful Empathy

Organizer

Brandi Blossom, Associate, cred

Meta Information:

  • Event: SXSW
  • Format: Book Reading
  • Track: Brands & Marketing
  • Level: Intermediate
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