In addition, "customer success" and "customer experience" have become more important, giving rise to new trends in marketing.
Here, we will explain the new trend in marketing, the fusion of real and digital.
Table of contents
"One to One Marketing" Gaining Attention in the "Age of the Individual"
Characteristics of Mass Marketing
Characteristics of One to One Marketing
One to One Marketing Success Stories
Reassessing the "real" approach
Direct mail
phone
"Cross-channel One to One" through the fusion of real and digital
summary
"One to One Marketing" Gaining Attention in the "Age of the Individual"
Improving customer satisfaction is essential for the success of a subscription-based business.
Customer satisfaction increases the greater the gap between customer expectations and the actual results. In addition, to achieve results that far exceed customer expectations, it is essential to improve "customer experience" and "customer success" through "personalized service and response." other words, " One to One mongolia b2b leads Marketing" (marketing activities tailored to the preferences of each individual customer) that links products and services with a specific "one person" is becoming important.
For this reason, an increasing number of companies are moving away from "mass marketing" that targets groups and turning to one-to-one marketing. So, let's clarify the difference between mass marketing and one-to-one marketing.
Traditional mass marketing involves a uniform approach (telemarketing, catalog distribution, etc.) to a broad group (mass) such as "women in their 30s." On the other hand, one-to-one marketing involves detailed analysis of the preferences, behavioral patterns, attributes, etc. of users who visit a company's website, and then makes specific proposals based on that analysis.
Characteristics of Mass Marketing
● Categorizing targets by general and universal attributes, such as "women" or "people in their 30s"
● "Mass production," "mass sales," and "provision of standardized products and services"
● The larger the scale, the easier it is to achieve results, and companies with large capital have an advantage
● The risk of failure is high
Characteristics of One to One Marketing
● Rather than general and universal attributes, we place emphasis on "which product or service," "when," and "through what channel" the customer accessed the product or service, and understand their personal preferences and the timing when their desire to purchase increases.
● Rather than mass, lump-sum approaches such as the simultaneous distribution of catalogs or direct mail, we take approaches tailored to individual needs
● The cost of the approach is low.
● The risk of failure is low.
In this way, the benefit of One to One marketing is that it allows you to acquire and nurture loyal customers and expand your company's fan base without incurring huge advertising costs.
Now, let's take a look at some success stories of one-to-one marketing.
One to One Marketing Success Stories
Increase your sales rate by sending personalized email newsletters
A famous manufacturer of gas stoves has been achieving results with one-to-one marketing using email newslettersThey narrow down the timing and target of newsletters based on user behavior history , and approach customers who they determine have a high purchasing intent for a particular product via email.
Increase revenue by delivering coupons based on POS data
One restaurant chain with a nationwide chain changed the coupons it sent out through its smartphone app based on the POS data it had been accumulating . It analyzed which products were being sold, how much, and when, and sent coupons based on the attributes of app subscribers (age, gender, whether they have children, ordering habits). This resulted in a significant increase in revenue at about 1/100th the cost of newspaper advertising.
Reassessing the "real" approach
While one-to-one marketing using technology is gaining attention, analog, real-world approaches are also being reevaluated.
When aiming to improve customer experience and customer success, it seems that a "real-life human approach" and a "sense of security and exclusivity that can be physically confirmed" are major advantages . "DM (direct mail)" and "telephone" fall into this category.
Direct mail
Compared to email, it boasts significantly a higher open rate , with some data stating that it exceeds 80%. Unlike email or app-delivered coupons, it is easier to remember because it is "physically held in your hands," and consumers tend to carefully examine the content.
