Introduction
One-to-One Marketing is a customer relationship management and a tailored, personalized strategy. It is about interactions with customers and creates greater customer loyalty. Although it may take some effort to do it, it generates better returns. Moreover, one loyal customer can lead more customers to follow. In the modern world, we get better opportunities to learn from people's experiences. For instance, there are more and more unboxing videos on YouTube, so customers can watch them before they actually make their decisions.
The Steps Companies Need To Take To Engage in One-To-One Marketing with Their Customers
Identify The Targeting Customers
Obviously, you have to identify your customers first. If you don't who are they and how they make their purchasing decisions, you cannot win this marketing game for sure. Imagine it as a destination you are looking for, then you can think about how to get there. But if you don't know where you should go, you will get lost in the marking sea. Therefore, enterprises must be able to locate and contact at least a substantial portion of their customers. The goal of one-to-one marketing is to deliver a personalized experience. And generate customer loyalty. To do that, companies need to know their customers better enough.
Differentiating The Customers
Once you have identified your customers, the second step is to differentiate them. This step helps you to focus your efforts and put your limited resources into it to gain the most advantage with the most valuable customers. Differentiation will also help you decide on the appropriate strategy. Moreover, it also refers to how you differentiate yourself from your competition and how you differentiate yourself in your customer’s mind. And, enterprises have to find their profitable positions that bests allows them to serve the markets.
Interacting with Customers
Now, the challenge is to interact with the customers you have identified and differentiated. Simply speaking, our major purposes are improving both cost-efficiency and effectiveness. New social media have provided real-time interactions, but how to make customers love your business is the key to win. Some useful tips such as empathy, conscientiousness, transparency, and emotion are all you should think about. Remember, go where your customers are.
Customizing Enterprises' Behaviors
The final step is to customize your enterprises' behaviors. For instance, if you are interviewing for work in Tesla, what should you answer questions like "Tell me about yourself?" or "What's your interest?". Different individuals like different answers, so do enterprises. Therefore, companies must adopt some aspect of their behavior to meet that customer’s individually expressed needs.
Conclusions
Identifying and differentiating customers, the first two steps, are largely analysis steps, whereas interacting with customers and customizing are action steps. If you can’t identify your individual customers, you definitely cannot differentiate them, much less adapting your behavior to address each one’s needs.
Reference
8, P. (2021, January 21). One to one marketing - what it is and why it's here to stay. Retrieved March 01, 2021, from https://www.zineone.com/one-to-one-marketing/
Is your company ready for one-to-one marketing? (2014, August 01). Retrieved March 01, 2021, from https://hbr.org/1999/01/is-your-company-ready-for-one-to-one-marketing
Tanner, J. & Raymond, M.A. (2015). Principles of Marketing. University of Minnesota Open Textbook Library. Licensed under a Creative Commons by-nc-sa.
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