OK, admit it. You’ve read her books. You’ve debated her ideas. You got excited about how to serve your customers as individuals and then bam! You hit the brick wall of traditional marketing and “rational” arguments about why implementing Martha Rogers’ ideas on one to one marketing aren’t practical just yet.
Well, there’s now a way out. Dr. Rogers & Mr. Peppers are talking about the notion that Return on Investment needs to be balanced with this idea of Return on Customer and that given a timeframe longer than next quarter, Return on Customer may be more lucrative over the life of the customer. Armed with Return on Customer, marketers have stronger arguments to convince the CFO that a change in business strategy will pay off.
I had the pleasure of speaking with Dr. Rogers at the end of a long day of consulting and seeing her talk about her ideas with marketers living in a mass world. She won them over, probably to the pleasant surprise of both they and her. Listen as we sit back in comfortable leather chairs talk about her ideas.
Table of Contents
03:00 What’s Return on Customer?
07:18 Where’s the money coming from to institute 1 to 1 marketing?
08:38 Is this the end of mass advertising?
10:38 Who understands 1 to 1 marketing and why?
16:48 Martha’s take on trends over the next 10-20 years.
24:33 What we should learn from Myspace.
Music by Torley Wong.
(29:25 28.3mb mp3 file.)