...One-to-one marketing, also known as relationship marketing, promises to increase the value of your customer base by establishing a learning relationship with each customer. The customer tells you of some need, and you customize your product or service to meet it. Every interaction and modification improves your ability to fit your product to the particular customer. Eventually, even if a competitor offers the same type of service, your customer won't be able to enjoy the same level of convenience without taking the time to teach your competitor the lessons your company has already learned. Although the theory behind one-to-one marketing is simple, implementation is complex. Too many companies have jumped on the one-to-one band-wagon without proper preparation--mistakenly understanding it as an excuse to badger customers with excessive telemarketing and direct mail campaigns. The authors offer practical advice for implementing a one-to-one marketing program correctly. They describe four key steps: identifying your customers, differentiating among them, interacting with them, and customizing your product or service to meet each customer's needs. And they provide activities and exercises, to be administered to employees and customers, that will help you identify your company's readiness to launch a one-to-one initiative. Although some managers dismiss the possibility of one-to-one marketing as an unattainable goal, even a modest program can produce substantial benefits. This tool...
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...FACTORS INFLUENCING DEVELOPMENT OF INTERACTIVE PERSONALIZED RELATIONSHIPS Goran VLASIC ---------------------------------------------------------------- Teaching and Research Assistant Faculty of Economics and Business, University of Zagreb Trg J. F. Kennedya 6, 10000 Zagreb, CROATIA Phone. +385 98 271 512 Web. www.efzg.hr/gvlasic e-mail. gvlasic@efzg.hr Abstract: Purpose: The purpose of this paper is to analyze, on one hand, factors which influence consumers to start interacting with companies, and on the other hand, factors which influence consumers to develop / maintain relationships with companies. Methodology: In order to analyze mentioned factors, a telephone survey (CATI) was conducted on the representative sample of Croatian citizens (n=411) Findings: Using discriminant analysis I have come up with factors which influence consumers’ willingness to participate in interactive marketing communication and those which influence consumers’ willingness to develop personalized relationships with companies. Implications: These findings have implications on what should companies nourish if they want to have interactive personalized relationships developed with their consumers. Key words: Interactivity, Marketing, Communications, Relationships, Personalization Introduction Interactive marketing communication and relationship personalization present some of the most recent developments in the field of marketing communication and marketing...
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