Marketing to customers on an individual basis.
A term for market research, advertising and sales which are directed at individual customers and take account of their individual wishes and preferences. Internet technology, which allows direct interaction with consumers, has made one-to-one marketing possible in markets with large numbers of customers who in the past could only be contacted through mass communication. Online dealers can use software which automatically evaluates the behavior of visitors to their web site, and then respond with targeted individual offers.
See relationship marketing.
Learning about and developing a relationship with the customer on a personalized, interactive basis.
A relational marketing strategy conducted at the individual level. Messaging, content and offers are often personalized based on information about the prospects or customers that has been captured in the CRM system. This strategy was born out of the desire to regain the personal relationships typically found in small business environments such as a corner store, which have been normally absent in larger company-to-customer relationships.
Customized sales advice and support
One of the tenets of CRM, it focuses on the individual customer, learning about the customer, and developing a unique relationship with the customer.
Marketing to one customer at a time using personalized messages (variable data).
One of the foundation principles of CRM treating each customer as an individual. Performance Management A process for setting, measuring, achieving and exceeding organization program objectives.
Marketing process through which a business identifies its individual customers, differentiates among those individuals, interacts with customers and records responses, and customizes communications for individual consumers. Popularized by Don Peppers and Martha Rogers, Ph.D., in their series of “One To One†marketing books.
Focused on the individual customer, one-to-one marketing is based on the idea of an enterprise knowing its customer. Through interactions with that customer the enterprise can learn how he or she wants to be treated. The enterprise is then able to treat this customer differently than other customers. However, one-to-one marketing does not mean that every single customer needs to be treated uniquely; rather, it means that each customer has a direct input into the way the enterprise behaves with respect to him or her.
A marketing strategy for sending a particular message to a single customer, often assisted by a marketing database.
