Key WWW Sites Related to SIM
I am not aware of any site that covers all of One to One Marketing, Mass
Customisation, the Interactive Technologies, and the Organisational issues.
But there are sites that cover these issues separately and in depth.
Marketing 1 to 1 - Don Peppers' and Martha
Rogers' web site - the originators of the 1 to 1 concept.
Web Diamonds - Tom Vassos' web site linked to
his book: Strategic Internet Marketing
Through the Loop - A market research agency
with a difference. Through the Loop looks at consumer behaviour and
attitudes in the interactive age.
Project 2000 - An academic site that investigating
the marketing implications stemming from commercialisation of the Web and
other interactive mediums.
Interactive and Electronic Marketing Course provided by Fordham University.
Micromarketing on the Web - Christian Orsted
site related to his masters thesis investigating relationship marketing over
Marketing 1 to
Pride of place must go to Don Peppers' and Martha Rogers' web site. These
people did more than anyone to create the concept of One to One Marketing,
and now today, through their consultancy company Marketing 1 to 1 Inc., they
are helping companies put the ideas into practice.
At their web site you can:
Learn about the principles of One to One
Understand the concepts of Customer LifeTime
Values and the Customer Differentiation Matrix.
Read about the 5Ts of One to One Marketing
that replace the 4Ps of Mass Marketing.
Subscribe to their e-mail newsletter. Issue
every 2 weeks or so it typically gives 3 short case examples of One to One
Join the One to One Community discussion
groups. Get replies to your comments and questions from Don and
Martha as well as fellow practitioners.
Read about their 2 books: The One to
One Future and Enterprise One to One, as well as the associated
video and audio tapes and seminars.
Read their published articles, including
the ones in the renowned Harvard Business Review.
Obtain a list of 3rd parties that can help
you to implement One to One Marketing: marketing companies, software vendors,
Download Excel spreadsheets that help you
to calculate Customer LifeTime Values.
Web Diamonds are
collections of Internet reference sites that are
linked to Tom Vassos' Strategic Internet
Marketing book. They are arranged by chapter so that as you work
through the book you can interact with the example cases. You can also interact
with the author: at various points in the book you are invited to send an
e-mail to the author and the replies will often add some recent additional
Tom Vassos is IBM's Internet Strategies
Manager and he is often in Europe giving seminars and lectures. Why not telephone
IBM and find out when you can next hear Tom - he is well worth listening
Through the Loop is a
fully independent UK company looks at some of the Factors of Change that
are impacting on the Marketer's Agenda including consumer
behaviour and attitudes in the interactive age. It is run by Carol
Simms and Martin Payne, both previously at the renowned McCann-Erickson
Advertising agency. Much of their work has an international focus, and their
thoughts and ideas are forward thinking. At their web site you will find:
ConsumerLoop looks at consumers and how they are
changing. It includes such topics as Evolving Work Patterns, Demographic
Time Bomb, the Desire for Control, Time Pressure.
Brand Loop explores those variables that are directly
under a company's control, for example, Manufacturer/Retailer
Relationship, Price/Value Equation, Heritage/Nationality, Internal Cultural,
Market Loop is covering external market factors
over which a company has no direct control. These include Communications
Environment, Technology, Regulation/Deregulation, Efficient Consumer
Response/Competitor Activity, Retail Environment.
The Marketer's Agenda is the distillation of the
some of the key issues affecting companies today together with company
and brand specific solutions.
is a new venture covering business, marketing and
communications to be co-ordinated by Through the Loop but created
by an expanding web of contributors. In addition, there will be reviews of
new business books, new product or interesting idea focus, a case study and
a discussion forum. Wide in scope some specific topic ideas include Emerging
Markets, Electronic Commerce, The Millennium, Corporate Change, Branding,
You can obtain the above either on-line, by e-mail or
Project 2000 is a five-year [from 1994] sponsored research effort devoted
to the scholarly and rigorous investigation of the marketing implications
of commercialising hypermedia computer-mediated environments (CMEs) like
the World Wide Web and other emerging electronic environments. Project 2000
research objectives are to enrich and stimulate the knowledge base on the
role of marketing in new media environments, provide a principal point for
the discussion and exchange of these ideas, and impact business practice
in this emerging area.
Project 2000 is based at the Owen Graduate School of Management, Vanderbilt
University. It is headed by Professor Donna
Hoffman who has been named as one of the
Top 25 Women on the Web by the San Francisco
Webgrrls for her achievements in technology and the Internet.
This is an academic site with much of the material being detailed, rigorous
and updated spasmodically. Nether-the-less there are readable papers to be
found, for instance, about exploring new business models and paradigms.
In the future it is hoped to summarise and link to such
Hoffman, D.L. and Novak, T.P. (1996),
New Marketing Paradigm for Electronic Commerce," The Information
Society, Special Issue on Electronic Commerce, 13 (Jan-Mar.),
This paper argues "that
in order for marketing efforts to be successful in this new medium, a new
business paradigm is required in which the marketing function is reconstructed
to facilitate electronic commerce in the emerging electronic society underlying
It highlights the multi-spectrum nature of the Internet: users have
a range of uses, competencies, goals; and the shift of promotion from one-to-many
to many-to-many. The paper looks a information models where consumers sell
their personal profiles; at the rise of ISPs who are becoming gatekeepers,
gathering and presenting information in easy to find, attractively display,
and checked for safe content, packages.
Once the issues of security and financial payments has been addressed the
Internet will make markets extremely efficient for both consumers and
suppliers.In such an environment it suggests a collaborative approach between
the parties working together on a one to one basis to define needs and products
- i.e. an environment where consumers
become active participants in the
Interactive and Electronic Marketing Course
The goal of this course is to expose students to marketing enhanced and enabled
by rapidly-evolving electronic and interactive media and communications methods.
web page has a reading list and a list of web sites classified by different
interactive mediums and other similar topics.
Christian Orsted is undertaking a masters thesis into Micromarketing on the
Web and is beginning to build a web site of links and resources about this
important subject. A site to keep an eye on.
[Overview of Resources]
[Key WWW Sites related to SIM]
[SIM Example Sites]
[Books, Articles, Newsletters and Other SIM
Resources] [List of UK Financial Services
Companies] [Other Related WWW Sites]
[One to One Marketing]
[SIM Executive Summary]
[Key Information & Resources]
[List of Support Topics]
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