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.

Content:
 

• 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 the Internet.

Also see Other Related WWW Sites

Marketing 1 to 1

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 Marketing.
• 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 Marketing.
• 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, consultancies, etc..
• Download Excel spreadsheets that help you to calculate Customer LifeTime Values.

Web Diamonds

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 material.

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 to.

Through the Loop

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, Company/Brand/Integrity.
   

• 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.
   

• The Pool, 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, Global Convergence.
   

• You can obtain the above either on-line, by e-mail or by post.

Project 2000

To quote the Project 2000 web site:

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 articles.Here's one:
 

• Hoffman, D.L. and Novak, T.P. (1996), "A New Marketing Paradigm for Electronic Commerce," The Information Society, Special Issue on Electronic Commerce, 13 (Jan-Mar.), 43-54.
   
    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 the Web.".
   
    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 marketing process.

Interactive and Electronic Marketing Course

This is a graduate course run by Dr. Marcia H. Flicker of Fordham University.

The goal of this course is to expose students to marketing enhanced and enabled by rapidly-evolving electronic and interactive media and communications methods.

The course web page has a reading list and a list of web sites classified by different interactive mediums and other similar topics.

Micromarketing on the Web

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.

At his web site you can read his introduction to Micromarketing: Relationship Marketing and the World Wide Web.
 

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