What is One-to-One Marketing?

One-To-One Marketing, also known as "121 Marketing", "1-2-1 Marketing" or "1 to 1 Marketing". It is a customer relationship management (CRM) strategy, which provides targeted and personalized solutions for interactive communication between companies and individuals. The goal of one-to-one marketing is to increase the return on investment (ROI) of short-term business promotions and lifetime customer relationships. The ultimate goal is to increase overall customer loyalty and maximize the customer's lifetime value.

One-to-one marketing

One-to-one marketing creates personalized for each customer

In the 1990s, the customer relationship management pioneered by Don Peppers and Martha Rogers has become the business rule of the interactive era.

(1) Identify your customers

Before starting one-to-one marketing, companies must make direct contact with a large number of customers. It's important to get more details and keep in mind that this is a never-ending process. You should know more than just the customer s name, address, and contact information, but also their

One-on-one marketing

Compared with traditional marketing methods, one-to-one marketing has the following advantages:

1. It can greatly meet the individual needs of consumers and improve the competitiveness of enterprises.

2. Production is determined by sales, which reduces the inventory backlog. In the traditional marketing model, enterprises strive to reduce the cost of unit products and expand output by pursuing economies of scale. To maximize profits. This is of course very competitive in the seller's market. But with the formation of the buyer's market. This large-scale similarity of production products will inevitably lead to unsalable products and backlogs, resulting in idle and waste of resources. One-to-one marketing avoids this very well. Because at this time, the company produced according to the actual order of the customer, and realized the production based on demand, so there was almost no inventory backlog, which greatly accelerated the turnover rate of the company's funds. It also reduces the waste of social resources.

3. It is conducive to promoting the continuous development of enterprises. Innovation is an important factor for enterprises to maintain their vitality. But innovation must be combined with market and customer needs. Otherwise it will be detrimental to the competition and development of the enterprise. Traditional marketing model. The company's R & D personnel use market research and analysis to tap new market demands and then launch new products. This method is limited by the capabilities of the researcher and can easily be misled by erroneous findings.

In one-to-one marketing, customers can directly participate in the product design, and the company also directly improves the product according to the customer's opinions, so as to achieve product and technological innovation, and can always be consistent with the needs of customers, thereby promoting the continuous development of the company development of.

One-to-one marketing

Of course, one-to-one marketing is not perfect, it also has its disadvantages.

1. Because one-to-one marketing regards each customer as a separate market segment, this will of course allow each customer to be treated differently according to their different needs and characteristics, so that the company can better serve customers. But on the other hand, it will also complicate marketing, increase operating costs and increase operating risks.

2. The progress of technology and the rapid dissemination of information have gradually weakened the differences between products. Today's special products and services may become popular by tomorrow. The long-term maintenance of unique products and services is extremely difficult.

"One-on-one marketing" not only requires marketers to always maintain an enthusiastic attitude when facing customers, but more importantly, it requires marketers to identify, track, record and ultimately meet the individual needs of individual consumers.

Therefore, the foundation of "one-to-one marketing" is that the company and the customer have established a new type of learning relationship, which is to continuously increase their understanding of the customer through repeated contact with the customer. Using learning relationships, companies can produce and provide customized products or services that fully meet the specific needs of a single customer based on customer requirements and understanding of the customer. Finally, even competitors will conduct "one-to-one" relationship marketing. Your The customer will not leave easily, because it will take a lot of time and energy to make competitors know him to the same extent.

One-to-one marketing comparison

American Consumer Association President Ella Matara said, "We are now entering the era of personalized consumption from the popular consumption in the past, and the era of mass consumption is coming to an end. Now consumers can boldly and freely order in order to obtain special, Different services. "Even if some consumers generally prefer to maintain a homogeneous product or service consumption with the general public, they also expect that merchants can meet their special needs in terms of delivery, payment, function and after-sales service. . Because each customer has different needs, the traditional method of classifying a group of customers into market segments with common needs through market segmentation cannot meet the special needs of each customer. And modern database technology and statistical analysis methods can accurately record and predict the specific needs of each customer, so as to provide personalized services for each customer.

One-to-one marketing

Traditional marketing is operating from a product perspective, focusing on one product or service at a time to meet a basic customer need, and then tapping the market to find as many customers as possible in the current sales season. It centers on a certain product or service. One-to-one marketing, instead of focusing on one demand at a time, focuses on one customer at a time, satisfying the customer's needs as much as possible. The focus is on customers. The successful direction of companies that implement traditional marketing is to win more customers, while the successful direction of companies that implement one-to-one marketing is to retain customers for longer.

One-to-one marketing not only focuses on market share, but also increases the purchase amount of each customer as much as possible, that is, to increase the degree of possession of each customer on a one-to-one basis. Traditional marketing relies on differentiating products to compete, while one-to-one marketing relies on differentiating customers. By introducing new products and extending products, traditional marketing tries to differentiate products as practically as possible, or uses brands and advertising to create a conceptual distinction; while one-to-one marketing companies take care of one customer at a time, his Depends on distinguishing each customer from others.

Traditional marketing operators believe that interaction with a single customer is unnecessary, and feedback from a customer may only be useful if the customer is representative of the entire market. Produce and deliver the same product for everyone in a particular market in the same way, to meet the same needs. However, one-to-one businesses must interact with customers and provide tailor-made products or services based on customer feedback obtained from interactions.