What is one to one marketing? In some tiny towns today, you
could walk into the local mom and pop grocery store, be
greeted by name, asked how your daughter's wedding is
coming along and be given some advice about a problem you
mentioned the last time you went in the store. This type
of personalized service is nice, as it makes you, the
customer feel like your life is important.
One to one marketing works on the same premise as the
personalized service of a small store in a tiny town. Text
message marketing is a perfect example of one to one. The
difference is that it is applied to larger companies with
millions of customers. In the past, larger companies used
customer segmentation to market effectively. This means
that you and every other customer like you get the same
message, the same offer at the same time. Unlike customer
segmentation, where large groups of customers with similar
behaviors are treated the same, one to one marketing uses
individualized knowledge to tailor their marketing message
and communications.
So - how does a company achieve one-to-one marketing?
Technology plays a big part. Every single interaction must
be recorded. This means the contents of every single
complaint, every single call, every single e-mail and more.
All content related to what a customer says or does is
stored in a central location for easy access.
The next step is to apply individualization to every single
communication. It can't just apply to marketing-initiated
communications; it must apply to every communication within
every single department, whether customer initiated or not.
Individualization can mean that promotions are created on
the fly to appeal to the customer's specific interests or
modifying the product to meet an individual customer's
specific needs.
Tools to use for one to one marketing Text Messaging: Text
messaging is a great tool to use as most people keep their
phone with them and enjoy receiving the most up to date
information. You can use text messages to alert your
customers when you meet a need they already said they'd be
interested in. You can use text messages to alert your
customers when a product they purchase goes on sale in
their local geographic area. In any case, text messaging
is the method of choice to immediately reach a customer
when a certain event occurs and timeliness is of the
essence.
Web 2.0 Web customization using individual pieces of
information is fast becoming more popular. When a customer
takes a certain action on your site, you can personalize
the message the customer ends up seeing. But - it's much
more than that. Analytics are used to understand the
customer - what pages he views, what links he clicks on and
how long he spends on specific pages. And, like social
network pages, the relationships and interactions, like
shared digital content, playlists, and blogs are targeted
and customized for what your customer wants to see.
How traditional advertising produces diminished returns!
It used to be that once the marketing department found
something that worked, they would use it repeatedly. This
is because every time they used it, they would see success
after success. This is no more. For marketing
departments, it appears that the new credo is this: "The
more we do it, the less it works." The new business model
of marketing campaigns is that it will work for awhile
before it stops working. That's why businesses are adopting
new methods like text message marketing.
The main reason for the change is still being studied, but
there are some theories. One main theory is that clients
are ever-evolving and marketing techniques must change as
well. When it comes to customers, innovation and evolution
is the name of the game.
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Catch the latest wave in marketing trends. Learn how text
message marketing can increase your sales at
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