Personalization First, or You Will Be Last

The Future State of Marketing

By: Franck Ardourel

Narrated by: Virtual Voice

Personalization First, or You Will Be Last is an expansive manuscript that investigates the growing relationship between technology and consumers, and how successful companies must adapt to the fast-paced technological world that has given consumers more power and options when it comes to their purchasing decisions. A successful marketer will understand that consumers are able to interact with brands not only in person, but through a variety of technological platforms. This on-demand consumerism has changed the way companies approach their marketing, sales, and interactions with their customers. The author details not only the different technologies available to consumers, but also highlights several companies who have successfully navigated this changing environment. While this is a complex topic, the strength of this manuscript is that the author presents his abundance of information in a clear-cut manner, that is easily understood by the reader. The manuscript is very well organized. Each chapter deals with a different topic relating to the changing brand-consumer relationship, and with each topic put forth, the author supports his thesis with statistical data, real world examples, and personal experiences. The glossary at the end of the manuscript is also useful for the reader who may not be familiar with all of the terms used by the author. Overall, this manuscript is clear, organized, and flows easily from one topic to the next. Key points are illustrated and repeated later to enhance their importance. Personalization First, or Yu Will Be Last is a well-written manuscript that tackles the difficult and confusing world of technology as it impacts marketing and consumerism. With its clear prose and well-organized structure, this book is understandable for any reader, regardless of his previous knowledge of the topic. The author’s use of supportive statistics and personal theories and experience further enhance the information, and helps the reader truly understand the ever-changing relationship between technology and consumers.