Transcript CRM 1to1 marketing Permission Marketing

CRM _1to1 marketing
_On Line Marketing
_Permission Marketing
Şule Özmen
Week 7
Agenda
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Importance and value of the customer
How to increase the value of customer
Relationship and 1to1 marketing involves..
On Line Marketing
E-Mail marketing
Permission Marketing
Long term value of a company depends
on the value of the customer
Customer base is an asset for a company
Identify most valuable customer
Identify most growable customer
Identifiy below zero customers
 Information about how much the customer
spends to what
 Information about their loyalty
 Information about their feedback
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How to increase the value of your
company’s customer
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While acquiring your customer
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While retaining your customer
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Get the profitable customer in.
Keep profitable customer longer
Eliminate unprofitable customer
Grow your customer by
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Upselling additional products
Cross selling other products
Relationship involves
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Relationship involves interaction in both ways
Relationship involves trust like marriage
Relationships are iterative
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A context between buyer and seller develops over
time and relationship matures
Marketers should continously recover from mistakes
in iterative relationship
Interaction in relationship drives change in
behavior
1to1 Marketing involves
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Interaction
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Individual customer
Individualized
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Incentive
Message
Distribuiton
Offering tailored products instead of standard
products
Aims to retain profitabe customer rather than to
attract all the anonymous customers
On line marketing
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Form of direct marketing
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Immeadiate
Customized
Interactive
On line marketing channels are
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Advertisement banners and links
E-mail and webcasting
Electronic storefront
Participating and sponsoring forums
E-Mail as promotional device
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E-mail is a powerful promotional device
Direct communication
Interactive
Lower cost
Allows you targeting qualified lead
Facilitate to interact with the customer and
build a 1to1 relationship
E-Mail Design and Content
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E-mail can be designed for various
purposes and in different contents.
E-mail customer contact cycle
Opt in opt out
E-mail customer contact cycle -1
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Send compelling messages
Keep the message content short
Get to the point (don’t make recipients
figure it out for themselves)
Give people an incentive to buy
Include a 'call to action'
E-mail customer contact cycle -2
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Be ready for the questions of prospects
Don't expect your e-mail campaign to work
miracles and set reasonable goals
Test, test and test again
Opt-in Opt-out
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"Opt-in" means that an Internet user has
voluntarily requested to receive commercial
email messages on topics of interest
“Opt-out", means that an internet user is able to
get off the list on request, at any time.
The mail list for e-mail marketing should not be
a spam list
Permission marketing by Seth
Godin*
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Permission marketing is the alternative of
Interruption marketing which is the traditional
marketing approach.
Permission marketing is asking for permission
to customers
Permission is an investment
Permission marketing is like a marriage
*First 4 Chapters of the book is received
from setgodin.com web page and linked as
the doc. file of this week’s lecture notes
Permission marketing
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Five Steps to Dating Your Customer
1. Offer the prospect an incentive to volunteer
2. Offer a curriculum over time, teaching the
consumer about your product or service
3. Reinforce the incentive to guarantee that the
prospect maintains the permission
4. Offer additional incentives to get even more
permission from the consumer
5. Over time, leverage the permission to change
consumer behavior towards profits
What is next?
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You have a reading assignment this week.Please read the
doc file which is the first few chapters of Permission
Marketing by Seth Godin.
You can also visit some sites related with the lecture topics
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http://www.1to1.com
http://www.setgodin.com
http://crmguru.com
http://www.messagemarketer.com (Turkish Site)
http://w3.netcreations.com/main?page=company
After reading the document and examining the sites we will
discuss it in forum.