	Why ads?

	Riding the Whirlwind
	Strategic Interactive Marketing for the Insurance Industry
Key Points:

The ultimate form of Relationship Marketing is 1-to-1 Marketing. Even if this is considered unattainable or undesirable (from a business perspective) there are varying degrees of relationships.

6.3 Develop a Goal

6.3.1 The ultimate aim in relationship marketing is to know the specific circumstances, needs, attitudes, etc. of each individual customer. Some consider this as an ideal, but unfortunately an uneconomic one. Others see this as a long term aim, whilst to another group this is the essence of 1-to-1 marketing.

The approach outlined is this paper is an initial set of activities based on micro-segmentation. It is presented as a means of laying down the foundations from the current as-is position. How relationship marketing then progresses is up to each company. Their vision will drive it forward, their experiences will shape it, and the new and evolving technologies will enable it.

Most current uses of the Internet and the other interactive mediums employ one-way mass communications. This is similar to the situation with print.

6.3.2 Currently the Internet and the other mediums are predominately used for communicating mass information in one direction. This is just the first step in using these new interactive mediums to build relationships with customers. This monologue stage does provide short term benefits. It is useful for building technological capability and gaining feedback from technologically literate and enthusiastic customers. Unfortunately, the volume of electronic communications will reach such a crescendo that its effectiveness will come to be no better than today's mass mailings by post. As even greater numbers of companies participate in this information revolution then the business benefits rapidly diminish. This stage may already be here.

- "Shouting Louder" is Ineffective -

6.3.3 To differentiate and stand-out in the market place requires a different response to "shouting louder", against which consumers will simply erect electronic barriers. The answer is to engage in dialogue, to understand and meet needs, and to build trust. This is a step-by-step process that takes one from monologue, to exchanging information and listening, to interchange (a dialogue), and finally to relationships.