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Since 2000

CONSUMER FIRST MARKETING: LINKS, DEFINITIONS, & RESOURCES

Digital Marketing Magazine: Consumer First Marketing: Connecting With Consumers
Martech Series: Why Is It The Need Of The Hour To Channelize Online Marketing Towards A Consumer First Approach
The Globe and Mail: 5 Ways To Build A Consumer First Loyalty Program
Target Marketing Magazine: Consumer First Looks Like...
Stanford University: Putting the Consumer First
Landor: Landor Gets Personal, Brands Put Consumers First
Media Post: Millennials Demand Consumer First Approach
Internet Retailing: Traditional Marketing Is Dead - Long Live Consumer First
Brand Channel: General Mills Consumer First Investors Day 2018
Food Business NewsGeneral Mills New Approach to Innovation
KO MarketingReport: 1/2 of Marketers Do Not Put the Consumer First
Entrepreneur Magazine: Five Ways To Put Your Customers First
Panel Picker (SXSW Interactive): Moving From “Digital First” to “Consumer First”
Marketing Sherpa: The Radical Ideal of Customer Experience over Upsells
USABILLA.com: How Digital Transformation Brings Positive Changes in Customer Experience
DMA UK: Turning a Compliancy Conundrum into Consumer First Marketing. Why GDPR Represents an Opportunity.
Carlos Dominguez, Pres. of Sprinklr: What it Really Takes to Put the Customer First
Just Food.com: Ebro Sees Benefits of Consumer First Approach
TechMobile: First Consumer First Company Video 2015
WANADA Bulletin: Dealers Would Prefer A Consumer First Approach
Blog: Steps for Building Customer First Marketing Strategy
Upwork: Design Thinking Put Customer First
Times Of India: Fight for Rera Forum Wants to Adopt Consumer First Approach
CIO.com: Developing a Customer First Technology Strategy
Media Buzz: Marketers Struggle with Consumer First Approach Survey Reveals
Scarlet Geek: Consumer First
Mobile Payments Today.com: Omnichannel Banking: A Consumer First Not Bank First Experience
Rock Digital Conference 2017: Consumer First Mobile and Web Marketing Strategies
Digital Market.asia: A Mobile-First Market Calls For A Consumer First Approach
Webimax: Customer First
Brandshop.com: Marketing Services
SlideShare.net: A Consumer First Approach To Mobile Marketing
Nielson: Put the Consumer First When Trying To Think Agile
Adotas: Consumer First Marketing Turn Consumer Entitlement Opportunity
PCMAG.com: Phil Spencer the XBox Chief With A Consumer First Approach
Stuzo.com: The Power Of A Consumer First Mindset
Valassas Digital: Finding Digital Success: Consumer First Strategy
PR NEWSWIRE: Take A Customer First Approach To Data Insights
Water Cooler Newsletter: Building A Customer First Culture - 3 Things You Can Do
Smart Focus: Consumer First Approach Joing Talk Session Digital and Predictive Intent
Card Rates: N2Growth Helps Businesses Combine Strategy And Innovation
Retail Dive: Marriot Creates Online and Offline Seamlessness In A People-First Strategy
VINEX: How Santa Ritas Consumer First Strategy Is Driving Global Market Growth
Kyruus.com: A Consumer First Approach to Bringing Provider Data Online
MMA Global: Digital Consumer First Approach
Velocify: Customer First Approach For Company Growth
Marketing Tech News: Why Marketers Need Go Channel Consumer First Marketing
Tealium.com: 7 Steps To Becoming A Consumer First Marketer
Media Math: The Consumer First Philosophy
Econsultancy: Why Marketers Are Struggling to Execute a Customer First Approach
Know This.com: History of Marketing
MEC LABS: Whartone Customer First Science
Shopkick.com: 3 In-Store Marketers To Support the Shoppers Path To Purchase
ADWEEK: Bad News CMO's...Your SEO Is DOA
CPG Matters.com: Digital Solutions 314
INMA.org: How Data Is Breeding Turner S Consumer First Strategy
Entitled Consumer: Consumer First Marketing Fail
RED PEG: 5 Common Experiential Marketing Tactics
Technative: 5 Ways Artificial Intelligence Is Transforming Digital Marketing
PulsePoint: It's No Secret B2B and B2C Marketers Share A Passion For Customers Data And Results
SlideShare: Selligent Luncheon Presentation
LinkedIn: David Beebe: What's Next, The 3 Second Ad?
David Beebe: Why Marketers Agencies And YouTube Are On The Wrong Side Of History With Their Six Second Ad Format

Wall Street Journal
: Build A Customer First Culture

About Consumer First marketing

The Consumer First™ Marketing History

In 2000, a vision for a new marketing model was conceived out of the foundation of loyalty marketing - i.e. direct contact - while attempting to harness the power and potential of a new technology with a world of promise..the Internet. These purveyors of marketing methodology insisted that their digital model would turn conventional marketing inside out: Rather than marketing the brand to the consumer, the new philosophy became to engage and identify the consumer with the brand. Thus, the modern-day Consumer First Marketing was born...

Consumer First Marketing began with an innovative approach to the loyalty card industry: 'direct' contact utilizing existing card technology, originally-designed propriety software, networked and controlled via the power of the Internet. Co-founders Larry Napier of Nashville and Woody Degan of Memphis, TN were both serial network marketers. Napier developed the loyalty/override concept, extensive math model, and marketing story: the power of referral/loyalty overrides, and a "Consumer First economy." Initially, Degan was the money, Project Manager, and IP/IT man, responsible for official filings, and for putting in layman's terms his vision of the Internet as the central hub of operations. The story was ideal; the product was defined; the company was ready. A major investment group who had been following the progress, signed onto take the program to the next level. They came complete with a management team, and lawyers... Within months of the program's activation on the Internet, distributor membership quickly soared through the tens of thousands, to the hundreds of thousands, and upward...towards the millions. The year was still only 2002: still dial up modems, no broadband, no smartphones. It was the perfect product: a credit card number. The price was right: it was free. The motivation existed: make a small commission of anyone/affinity group/merchant enrolled. Consumer First was the first to offer automatic discounts, sky miles, affinity group support, and loyalty overrides on an existing credit card...for free. The network back office allowed affiliate merchants to control their offerings in real time, still cutting-edge for network software. Again, the year was 2002. Degan's totally digital environment had nearly been designed and realized. Napier's math model for commission payouts was beyond innovative, allowing for commission payouts to previously unseen levels. It was lauded as one of the most innovative pay models in the industry.

There was only one problem: digital infrastructure. It wasn't robust enough. The fledgling World Wide Web and financial services credit clearing operations were unable to facilitate and execute the company's technological visions, nor would they be for at least another decade. There was a major disparity between what the Internet could do, and what it could do now.

By late 2004, it was all over. The technology didn't exist. The promise was there, but not the speed. The security wasn't there. Nor was the batch processing. Data transfers were slow, inefficient, and often unreliable. Then there were the financial, banking, and credit card access issues. As a result, the company had no choice but to sell the assets and databases, and to release the independent marketers and support personnel.

The Tower of Babel. The executives of Consumer First Marketing returned to their distinquished careers in various concentrations of marketing, their heads filled with this new vision and philosophy of engaging the consumer by utilizing the Internet as the concentric solution, and point of contact. Over the past two decades, as tech advancements ranging from speed to A.I. continued at a break-neck pace, those executives, professors, business owners, entrepreneurs, authors, and representatives assimilated the this world of advancements into their own concepts and perspectives. Some wrote, some taught, some developed marketing plans around their thoughts. Today, that vision that Napier and Degan promulgated has been continuously refined and updated "to achieve continued improvement in maximizing effectiveness in identifying and engaging target-market consumers."

Recently, Consumer First Marketing definitions began to emerge in magazine articles, symposiums, conventions, and speeches across the marketing landscape. Companies began to tailor their product offerings to include Consumer First Marketing, and the model is even starting to appear in collegiate and certification text books. Now, at the forefront, with AI and scalability heretofore unforeseen, the marketing community at-large contributes Consumer First Marketing model/vision.

Solely utilizing the age-old models of demographic and geographic data is outdated. Building on those models through the use of data-mining, social networking, location, and personal interaction tools in order to identify an individual's buying patterns, habits, and preferences has proven to be a far more effective marketing strategy in gaining - and retaining - customers.

That's Consumer First Marketing.


 

Woody Degan Larry Napier

Co-Founders
Consumer First™ Marketing Company

Since 2000

EMAIL US FOR MORE INFORMATION:

Memphis, TN
Nashville, TN
New York, NY
San Francisco, CA

Telephone: +01 901 308 7338
E-mail: info@consumerfirst.com