Transcript Document

• One-to-one Marketing
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Marketing Contemporary approaches
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It targets its audience more precisely,
and is sometimes called personalized
marketing or one-to-one marketing
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Database marketing Advances in database marketing
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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.
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Consumer behaviour
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A greater importance is also placed on
consumer retention, customer
relationship management,
personalisation, customisation and
one-to-one marketing
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Business networking
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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-toone marketing|one-to-one business
relationship with the fellow member.
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Personalized marketing
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'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.
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Personalized marketing - Other marketing
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Some commentators (including Peppers
and Rogers) use the term one-to-one
marketing which has been misunderstood
by some
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Personalized marketing - Strategies
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-yourcompany-ready-for-one-to-onemarketing/ar/1 Is Your Company Ready for
One-to-One Marketing?] Harvard Business
Review, January–February 1999,
accessed July 27, 2011
1
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Consumer behavior
A greater importance is also placed on
consumer retention, customer relationship
management, personalisation,
customisation and one-to-one marketing
1
https://store.theartofservice.com/the-one-to-one-marketing-toolkit.html
Marketing campaign - Contemporary approaches
1
It targets its audience more precisely,
and is sometimes called personalized
marketing or one-to-one marketing
https://store.theartofservice.com/the-one-to-one-marketing-toolkit.html
One-to-one marketing
'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.
1
https://store.theartofservice.com/the-one-to-one-marketing-toolkit.html
Price discrimination
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* '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.
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Relationship marketing - Development
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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