One-to-one Marketing

• One-to-one Marketing

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Marketing Contemporary approaches

1 It targets its audience more precisely, and is sometimes called

personalized marketing or one-to-one marketing


Database marketing Advances in database marketing

1 While the idea of storing customer data in electronic formats to use them for database-

marketing purposes has been around for decades, the computer systems available

today make it possible to gain a comprehensive history of client behavior on-screen while the business is transacting with

each individual, producing thus real-time business intelligence for the company. This

ability enables what is called one-to-one marketing or personalization.


Consumer behaviour

1 A greater importance is also placed on consumer retention, customer

relationship management, personalisation, customisation and

one-to-one marketing


Business networking

1 In the case of a formal business network, its members may agree to meet weekly or monthly with the purpose of exchanging business leads and Referral marketing|

referrals with fellow members. To complement this business activity,

members often meet outside this circle, on their own time, and build their own One-to-one marketing|one-to-one business relationship with the fellow member.


Personalized marketing

1 'Personalized marketing' (also called personalization, and sometimes

called 'one-to-one marketing') is an extreme form of price differentiation. Whereas product differentiation tries

to differentiate a product from competing ones, personalization tries to make a unique product (business)|product offering for each customer.


Personalized marketing - Other marketing

1 Some commentators (including Peppers and Rogers) use the term one-to-one marketing which has

been misunderstood by some


Personalized marketing - Strategies

1 One-to-one marketing is based in four main steps in order to fulfill its

goals: identify, differentiate, interact and

customize.[http://hbr.org/1999/01/is-your-company-ready-for-one-to-one-

marketing/ar/1 Is Your Company Ready for One-to-One Marketing?] Harvard Business Review, January–February 1999, accessed July 27,

2011https://store.theartofservice.com/the-one-to-one-marketing-toolkit.html

Consumer behavior

1 A greater importance is also placed on consumer retention, customer

relationship management, personalisation, customisation and

one-to-one marketing


Marketing campaign - Contemporary approaches

1 It targets its audience more precisely, and is sometimes called

personalized marketing or one-to-one marketing


One-to-one marketing

1 'Personalized marketing' (also called personalization, and sometimes

called 'one-to-one marketing') is an extreme form of database marketing. Whereas product differentiation tries

to differentiate a product from competing ones, personalization tries to make a unique product (business)|product offering for each customer.


Price discrimination

1 * 'personalized pricing' (or first-degree price differentiation) — selling to each customer at

a different price; this is also called personalized marketing|one-to-one

marketing. The optimal incarnation of this is called 'perfect price discrimination' and

maximizes the price that each customer is willing to pay, although it is extremely difficult

to achieve in practice because a means of determining the precise willingness to pay of each customer has not yet been developed.


Relationship marketing - Development

1 For example, an automobile manufacturer maintaining a

database of when and how repeat customers buy their products, the options they choose, the way they finance the purchase etc., is in a

powerful position to develop one-to-one marketing offers and product

benefits.


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One-to-one Marketing