Basically, One to One marketing means a company understand the needs and preferences of every customer and is able to customize the products or services to meet every customer’s special needs and preferences One to One.

“Whereas mass marketers try to differentiate their products, one-to-one marketers try to differentiate their customers” (Peppers & Rogers 1997)

Some One to One marketing definitions in addition :

treat each customer based on his/her individual needs.
relationship marketing
segment level targeting
cross selling
direct marketing
customers’ positive interaction

One to One is therefore an approach that concentrates on providing services or products to one customer at a time by identifying and then meeting their individual needs. It then aims to repeat this many times with each customer, engage the customer in dialogue, building trust in a way that create lifelong relationships. As such it differentiates customers rather than just products. One to One Marketing recognizes that lifetime values of loyal customers who make repeat purchases far exceed that of customers who constantly switch suppliers in search of a bargain.

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Kunnskapskilden – Internet Marketing Intelligence

Kunnskapskilden – Internet Marketing Intelligence Internet Situational Analysis of 1to1 Marketing/CRM

Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia i 1999

Content

Chapter 1

Introduction/overview

Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia i 1999/2000

Chapter 1.3

One to One Marketing/CRM

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Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM