What Is Personalized Marketing?

Personalized marketing, also known as "customized marketing", is the most primitive marketing model for human beings. Its basic approach is to tailor-made the appropriate products or services for customers. The main marketing method used. This method is costly and inefficient, and often cannot enable large-scale development of the company. With the rise of a large number of European production and marketing methods, the decline is still the main marketing method. With the development of modern information technology, transaction costs have been greatly reduced, and real-time interaction between enterprises and customers has become possible, so personalized marketing has begun to become a competitive marketing method. ^[1]

Personalized marketing

Personalized marketing, also known as "customized marketing", is the most primitive marketing model for human beings. The basic method is to tailor-made the appropriate products or services for customers. It is before the mass production and marketing methods are produced. The main marketing method used. This method is costly and inefficient, and often cannot enable large-scale development of the company. With the rise of a large number of European production and marketing methods, the decline is still the main marketing method. With the development of modern information technology, transaction costs have been greatly reduced, and real-time interaction between enterprises and customers has become possible, so personalized marketing has begun to become a competitive marketing method. ^[1]

Personalized marketing means that the company pushes the attention of people, the release of their personality and the satisfaction of their individual needs to an unprecedented center. Marketing experts say that companies gradually establish a new type of interactive relationship with the market, and establish consumer personal databases and Information archives, establish more personal contact with consumers, timely understand market trends and customer real needs, provide customers with a personalized sales and service, customers put forward product performance requirements based on their own needs, and companies try to meet customers as much as possible Requires production, caters to the individual needs and tastes of consumers, and applies information to adjust it in a timely manner using flexible strategies, to improve competitiveness through coordination and cooperation between producers and consumers, and to replace the past with multi-variety, small and medium batch production Mass production. This helps to save intermediate links and reduce sales costs. Not only that, due to the enhancement of social production planning, the allocation of resources is close to optimal, and "zero inventory" management appears in the business, and the inventory cost of the enterprise is also saved.

Marketing development

For a long time, the core concepts in most marketing management discussions are 4Psproducts, prices, promotions, channels, that is, the 4Ps marketing mix, which summarizes the main decision bases of marketing managers. since

Advantage

Compared with traditional target marketing, personalized marketing has the following obvious advantages:

More fully

Personalized marketing success

When it comes to personalized marketing, Dell must be mentioned. Because Dell has almost become a label for personalized marketing worldwide. Since 1990, Dell stock has grown 870 times! In fact, the concept that led the company to the peak was personalized marketing: producing computers in accordance with customer requirements and shipping directly to customers. For example, Dell has designed various configurations for employees in different departments of Ford. When receiving an order through Ford's intranet, Dell immediately knew which type of employee the order was for and what kind of computer he needed. Dell Then the appropriate hardware and software are assembled and delivered to the customer soon.

Analyzing Dell's personalized marketing model, we can concisely draw two conclusions: one is direct sales, providing users with the cheapest computers; and the other is providing customers with "tailor-made" services. This also shows that even if we do not set aside the industry color of the PC, we can still obtain the beneficial inspiration of a wealth giant's innovative management.

On the surface, this direct sales method is the reincarnation of traditional marketing methods (such as the direct sales of products by large computer companies in the 1970s), but after an in-depth analysis, it will be found that Dell's strength is to maintain the quality of professionalism for users The advantages of service, while its products have excellent openness, fundamentally avoid the monopoly tendency and high profits of the original large suppliers. It is the common aspiration of modern society for suppliers to be able to get high-quality services without being affected by suppliers.

Secondly look at the "tailor tailoring" service. In Dell's view, this is a service that doesn't require much thought. Sales staff continue to talk to customers through toll-free telephones, answer customer questions, and then accept orders. This process also discovers customer likes and dislikes. All this information will be incorporated into the company's customer database. At Dell, the total number of such materials has exceeded 2 million. Based on this information, the company continues to improve product forms and services. Take the customer Ford as an example. When Dell received the order, it had a comprehensive understanding of what kind of computer employees needed. The company assembled the appropriate hardware and software accordingly and quickly delivered it to customers.

Obviously, the personal computer systems provided by Dell cater to customer needs. For example, customers can choose different sizes of displays, different brands of microprocessors, or other accessories. The laptop or desktop computer received by the customer has been installed with DOS, Windows and other operating systems, as well as software packages such as word processing and report processing. The "tailor tailoring" service is not just that, Dell also promises: guarantee to arrive at the service site within 48 hours; guarantee delivery and replacement of the machine within 48 hours; guarantee delivery of orders within two business days and so on.

Dell founder Michael Dell once said: Maybe I don't know how to design or manufacture the best computer in the world, but I know how to sell it. In this "customer economy" era, approaching customers in an innovative way, and doing everything possible to please customers, this concept can be a Dell, of course, it can also be a Dell in other fields. This should also be the inspiration given to us by the Dell model.

Personalized marketing personalization system

AMAZON is a virtual online bookstore. It does not have its own storefront, but sells it online. It provides a high-quality integrated program database and retrieval system, and users can query information about books online. If users need to buy You can put the selected books in the virtual shopping basket, and finally check the goods in the shopping basket, choose the appropriate service method and submit the order, so that the books purchased by the reader can be delivered to the home in a few days.

AMAZON Bookstore also provides an advanced personalized recommendation system that can automatically recommend books that meet the interests of users with different interests and preferences. After using the recommendation software to analyze books that readers have purchased and the readers evaluation of other books, The reader will be recommended new books he may like, and you can buy the book with a click of a mouse; AMAZON can automatically analyze what customers have purchased, and then make appropriate suggestions from person to person. The reader's information will be Saved again so that customers can more easily buy the books they want next time. In addition, the perfect after-sales service is also the advantage of AMAZON. Readers can keep the books and music intact within 30 days of getting the books. The CD is returned to AMAZON, and AMAZON will refund the original price. Of course, AMAZON's success doesn't stop there. If a customer buys a book at AMAZON, the next time he visits again, the customer's name and welcome Inscription.

Personalized marketing Kuba

Quba.com is a well-known 3C shopping website in China. In 2012, it introduced the personalized recommendation system of Percent Technology to build a mall recommendation column to provide its customers with personalized marketing services.

Kubanet uses the recommendation engine of the personalization recommendation system of the percentage point to deeply excavate the behavior preferences of mall users, create personalized recommendation columns, and intelligently show users products that meet their interests and preferences and purchase intentions, helping users find what they need faster and easier Products, making users have a smoother and more comfortable shopping experience. On the other hand, the personalized recommendation bar can also help users to make decisions and improve the efficiency of online shopping. There is a principle here: due to the interests of each user, intelligently recommending the most likely products to the user. This is not only personalized marketing, but also the best performance and practice of e-commerce precision marketing.

(1) List page-featured recommendations. Recommend products based on the user s browsing behavior and preferences for this level of categories that meet user interests and needs. This recommendation bar can assist the users of Kuba network to make decisions, reduce the screening cost of users, provide users with the products they may prefer, help users to screen, and achieve the purpose of personalized marketing.

(2) Search page-guess what you like. Based on the user's browsing history, recommend a list of products that meet the user's needs, provide Quba users with interesting products, and achieve personalized marketing purposes.

(3) My Kuba-guess you like it. Recommend a list of relevant products that match your preferences based on all the user s behavior history. This recommendation bar can recommend products that meet the preferences of old users of Kuba, and increase the repurchase rate of old users ...