One-to-One Marketing

What is One-to-One Marketing?

It is 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, such that powerful lifelong relationships are forged. As such it differentiates customers rather than just products.

One to One Marketing is more than a sales approach. It's an integrated approach that must permeate all parts of an organisation: marketing, sales, production, service, finance, etc.. In fact, One to One Marketing needs to come the guiding vision that drives the whole company. One to One Marketing recognises that lifetime values of loyal customers who make repeat purchases far exceed that of fickle customers who constantly switch suppliers in search of a bargain. This is particularly true within financial services where the customer acquisition costs are very high.

Whilst at first the concept appears to be only suitable for a niche market of rich clients, modern information technology, particularly the new interactive mediums, provide an opportunity to bring personalised and customised products to the mass market yet at a mass produced price. This is called Mass Customisation. However, it does require new thinking that breaks away from the traditional concepts of mass marketing and mass production.

The concept of One to One Marketing is attributed most to Don Peppers and Martha Rogers. See External Resources.

Read Peppers & Rogers' Guest Contribution

Follow-on topics:

• Why is this now an issue?
• Much more than Relationship Marketing
• Isn't this terribly expensive?
• The Technologies
• Mass Customisation
• More than Technology
• Benefits of One-to-One Marketing
• The Implications

To the first topic

JS

External Resources
 

1. Peppers, Don, & Rogers, Martha, The One to One Future, Piakus, London (Pbk), 1994.
2. Peppers, Don, & Rogers, Martha, Enterprise One to One, Currency, New York, 1997.
3. Peppers, Don, & Rogers, Martha, 1999, The One to One Fieldbook: The Complete Toolkit For Implementing a 1to1 Marketing Program
   • Recently published, this book contains dozens of checklists, analysis tools and questionnaires to evaluate a firm's progress, as well as detailed instructions for planning, implementing, revolutionising, and upgrading a firm's one-to-one programs.
4. Godin, Selth, Permission Marketing, Simon & Schuster, 1999
   • You can download (RTF format - can be read by MS Word) and read the first 4 chapters of this book.
5. Nordström, Kjell and Ridderstråle, Jonas, Funky Business, Prentice Hall, 1999
   • A review suggests that this book is worth reading. It touches on aspects that will become increasingly important: ethics, tribes, experiences, aesthetics, customers as celebrities, etc.
6. Marketing 1 to 1 Inc. - Don Peppers' and Martha Rogers' company. For a regular copy of their e-mail newsletter INSIDE1to1 send an e-mail or see their subscription web page.
7. Pine, B. Joseph II and Gilmore, James H., Markets of One - Creating Customer-Unique Value through Mass Customization, Harvard Business School Press, Boston, Mass., 2000.
8. Pine II B J, Peppers D and Rogers M, Do You Want to Keep Your Customers Forever? in Harvard Business Review, March-April 1995, pp 103-114
9. Schrage, Michael, The Relationship Revolution (White Paper), Merrill Lynch Forum, New York, March 1997.
10. Merrill Lynch, Economic Globalization and Culture - a discussion with Dr. Francis Fukuyama, Merrill Lynch Forum, New York, June 1998
    • In this article Dr. Fukuyama challenges the view that globalization is leading to cultural homogeneity, arguing that societies largely maintain their individual characteristic despite economic pressures. To really understand how to operate in any region of the world, he asserts that one really needs to understand the networks of trust in that area.
11. Database of example companies undertaking Mass Information Mass Presentation, Mass Personalisation and Mass Customisation (these are the 4 levels in Managing Change's Strategic Interactive Marketing framework).
12. Relationship Marketing in the Financial Services Industry, Abram, Hawkes plc, 5 April 1995
13. Through the Loop - MarketLoop, 1998, Where Next For Loyalty Programmes?, Through the Loop Consulting Ltd, June 1998
14. See the Links to External SIM Resources.

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