The Use Of One-To-One Marketing Strategy

About 24 years ago, Don Peppers and Martha Rogers created a marketing concept called one-to-one marketing that was based on the principle of making advertising actions as personalized as possible in contrast to other advertising methods such as mass marketing in which the same message arrived indiscriminately to a large volume of receivers. This paper will discuss this approach and define different points that companies should take into account to optimize their one-to-one marketing campaigns as much as possible through the use of new technologies.

This marketing strategy developed by Don Peppers and Martha Rogers is, according to Rouse (2011) a segmentation strategy where each segment is composed of a single client. One of the great advantages that are achieved by this strategy is customer loyalty and satisfaction. This management of the client is done through a software called CRM (consumer relationship management) and that allows a high personalization, although it is attended by different people since this software has all the necessary information about each client.

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According to Arthur (2011) the intelligent 1: 1 marketing as strategy is defined by this formula:

Intelligent 1: 1 marketing = Mobile Devices + Triggers + Social Media + Point of Sale Data

This implies that to achieve maximum satisfaction and personalization in communications, not only is sufficient the use of CRM software that feeds on past relationships. We must be able to anticipate those needs and interact with the client. For this, we have mobile phones that make our content available at any time and allows us to send direct messages to each consumer.

We can model their behavior with the so-called Triggers to lead consumers to perform actions (sometimes impulsive) that lead to a sale or reinforce the image of marten. Social media is also an important source of relationships with customers where we can enhance communication, generate communities, understand their preferences and create a sense of belonging to a group reflected by the brand. In addition, social media allows us to carry out very precise segmentation campaigns with very specific data that approach (when it does not manage to be) an authentic 1: 1 marketing.

Finally, the POS data provides information in real time about what is being consumed and where it allows us to define patterns of behavior and tastes in record time.

The idea of customizing the marketing actions so much that each message is considered tailored with respect to its intended consumer was a very original idea and perhaps ahead of its time. However, advances in communication technologies today make this one of the most efficient forms of communication and one of the simplest, considering all the tools and means at our disposal to get our message across. Very personalized way to consumers of very well-defined segments. The computing power of today’s computers even allows to make a large number of "personalized" messages almost automatically so that we are now at the right time to exploit the full potential that this marketing strategy offers.