What is One-To-One Marketing? Definition of One-To-One Marketing, One-To-One Marketing Meaning and Concept
One-to-one marketing is a marketing strategy. This focuses on personalized actions, thanks to known information about the behavior of consumers or customers.
The development of this type of marketing actions supposes a deep study and knowledge of the habits, tastes and interests of the people. Well, they show it in their behavior and in the way they usually consume.
Thanks to recent technological advances and the expansion of activities on the Internet, one-to-one marketing has experienced remarkable growth in the world of online marketing. This is due to the fact that it supposes a simple and efficient dynamic, thanks to the aforementioned customization on which it is based.
The main characteristic of this is, precisely, the focus solely on the individual. Therefore, it simultaneously becomes an investment challenge. All this, because personalization is usually linked to higher costs related to the work of researching habits and the design of marketing actions tailored to each person. In fact, this type of marketing pursues a greater, and more personalized, relationship with customers, as well as their future loyalty.
Personalization is not only useful when carrying out advertising campaigns and seeking these impacts. For this reason, it continues to develop in post-sale services and various customer services. Being its objective to seek the greatest comfort and customer satisfaction. As well as, that the commercial relationship can continue to be maintained over time.
Examples of one-to-one marketing
The use of this type of action in large online shopping platforms is frequent. Platforms like Ebay, Amazon and the like. Thanks to the steps that we are taking in these pages, the system itself studies our interests; while recommending products. All this, based on our behavior, as well as that of people whose previous user experiences have been similar.
On the other hand, it is common for this type of recommendation to persecute the individual, even when visiting other websites. In this way, it is possible that you will find advertisements for products similar to the previously visited pages. This phenomenon is known as Remarketing or Retargeting. This is supported by different content networks such as the prominent case of Google.
Because a great deal of work is necessary to achieve the effectiveness of personalization in marketing, this type of action usually requires a large dose of creativity and originality. Its objective being to achieve greater impacts on users and, therefore, a greater number of sales and benefits in the future.