How to do one-to-one marketing?

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For you to start one-to-one marketing work, you need to understand that relationship marketing is based on the idea of ​​establishing a learning relationship with each customer, starting with the most valuable ones, as B. Joseph Pine II, Don Peppers said and Martha Rogers, in “Do You Want to Keep Your Customers Forever?”, published in HBR March-April 1995. With each interaction with a customer, they tell you about a need and you customize your product or service to meet that need. At any given time, your competition may even serve the same type of personalization and interaction, but the consumer will have to spend time teaching the competitor the lessons your company has already learned and thus be able to enjoy the same level of convenience as your company offers. One-to-one marketing in four steps According to a Harvard Business Review publication, putting an individual marketing program into operation requires four main steps. They are: identify your customers, differentiate them, interact with them and personalize your product or service to meet the needs of each customer. We must point out that, although these four stages of implementing one-to-one marketing overlap considerably, they were designed and presented in an increasing order of complexity and benefit for a company.

Therefore, we can say that the first two phases, identifying and differentiating customers, are very much about an internal analysis. The steps of interacting with your customers and customizing products and services talk more about external actions, which directly impact the public. Therefore, when putting one-to-one marketing into practice, it is worth using these steps as a kind of general checklist as a guide for your actions. Understand Brazil Phone Number Data the steps: 1. Identifying your customers Firstly, to get started with a one-to-one marketing strategy, you need to be able to contact a substantial number of your most valuable customers. “It’s critical to know customers in as much detail as possible: not just their names and addressable characteristics (like addresses, phone numbers or account codes), but their habits, preferences and so on. And not just a snapshot—a one-time questionnaire,” write Don Peppers, Martha Rogers, and Bob Dorf. According to them, it is essential to “recognize the customer at all points of contact, in all means used, in all locations and in all divisions of your company, regardless of the product line involved.



Differentiating your customers It can be said that customers, in general, differentiate themselves in two main ways: they can have different levels of value and different needs. After identifying your customers, it’s time to differentiate. The idea is to understand each customer uniquely to focus your efforts to gain the greatest advantage with your most valuable customers. This way, your company will be able to adapt behavior in a personalized way for each consumer to reflect that person's value and needs. The level and type of differentiation of your customer base will also help in defining the most appropriate strategy for each situation. 3. Interacting with your customers A one-to-one marketing strategy has a critical point, which is improving the cost-benefit and effectiveness of interactions. At this point, it is worth highlighting that technology is a great ally, as cost efficiency increases by directing interactions to more automated – therefore, cheaper – communication channels. While effectiveness improves when relevant and timely information is made available, providing a better understanding of a customer's needs or a more accurate picture of a customer's value.