One-To-One Marketing
Essay Preview: One-To-One Marketing
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One-to-One Marketing now starting to bloom by the marketers. What exactly is one to one marketing? What kind? And how their advantages and disadvantages of each?
One-to-One Marketing is a marketing technique by providing products and services to customers in accordance with the identification of needs and preferences of their own. This technique realizes the concept of customer lifetime value, where customers are loyal and make repeat purchases will provide great value to the company. In order for customers make repeat purchases, so the key is with a one-to-one marketing, to meet specific needs.
One-to-one marketing consists of two types, ie, Personalization and customization.
Personalization
Personalization occurs when companies take the appropriate marketing mix decisions, based on a set of customer data has been obtained.
Personalization has several advantages, including higher customer satisfaction and profits were also higher. Satisfaction will be increased, because the company doing the marketing mix that are relevant to customer data.
Only, Personalization also has some weaknesses. First, it is attacking peoples privacy concerns. Personalization is to collect data and utilize the data obtained. Second, Personalization is quite expensive, because it requires data and software that is expensive to do so because it depends on the accuracy Personalization itself. For example, if Amazon recommending certain books to the right person? Surely this is difficult to ensure and require a separate survey.
Personalization Examples include:
? Recommendations of books and music that match a personal profile
customers from Amazon.com.
? e-Bay who can view the trends and usage of user search history
doing, so the system can remove the link
relevant to the users search history.
? Search engines such as Google or AltaVista analyze the type of
search performed by the user. Thus, when a user searches for
similar topic, search engines can respond more quickly.
Customization
Customization is when customers proactively select one or more elements of the marketing mix for them. So, perbedannya with Personalization is, here plays a lot more customers to choose.
If Amazon is the best example for the practice of Personalization, then for customization, Dell is holding a major role in the computer industry. Dell computer allows users to order a custom-made or customized. customization is what makes Dell as one of the main players in the PC industry.