One-to-One Marketing - A new marketing paradigm that proclaims the move away from mass marketing to individual customer marketing. Don Peppers and Martha Rogers presented the model in their 1993 book “The One to One Future Building Relationships. One Customer at a Time ”.
For a company, it is no longer a matter of addressing its customers via mass media, but of communicating directly with the customer. Ultimately, the producer is no longer looking for a target group for his product, but a product for a target group. A classic example of this is the computer manufacturer Dell, which supplies its customers with individually tailored PC configurations.
In the course of one-to-one marketing, customer relationship management is becoming increasingly important. Databases are the basis for CRM. which make it possible to use customer data correctly for a long-term, profitable and loyal customer relationship. The Internet plays a special role here. The information obtained through a purchase process on the Internet, for example, consists of the type of goods purchased, their search behavior and / or the selection process.
This information is stored in the database and combined with the files it contains. This achieves a personalization of the buyer characteristics that can be used for direct marketing measures. The online presence is now dynamically adapted to the generated buyer profile.
Products are pre-selected and proactively recommended every time the customer calls up the online offer. For his birthday he gets a special discount on selected products. He is made aware of special promotions of the provider that take place in the vicinity of the customer. Online advertising can also be tailored to the customer's profile.
The latest generations of CRM software integrate customer information from a wide variety of sources, examine the popularity of web content, sales promotions and advertising measures as well as product
and pricing. Building on this, the system generates recommendations for promotions, media planning and advertising placement.
The efficiency of individual measures is checked in real time. The results flow into further customer care. In this way, products and services are individualized in order to achieve higher customer satisfaction and customer loyalty. One-to-one marketing therefore does not have the primary goal of gaining as many customers as possible, but rather the highest possible “shares” in a customer's purchases.