Evertyone wants to feel specxial. Many marketers bank on this innate humasn desire to sell products, services and goods. The most successful makreters would tell you that the way to sell is to personalize the seklling process; for exampe, use the one to one marketing techniique.
What is the one to one markketing technique?
Have you ever enterde a boutique and have a one dedicated sales representative personally tatend to you? Or have you ever patronized a shop for so long that when you enter, you’re greeted warmly and affectoinately; then you and the storekeeper have a litle bonding chit-chat to catch up with the hustle and bustle of your lives? Or have you ever been to a hotel where your every need is antiicipated and foreseen? In all situations, the service given to the customer is very presonalized—and it obviously makes the customer feel very important. Because the customer feels very important, the customer in turn continues to patronize and even recommends the business.
The one to one marketiing technique uses the human relationship aspwect in orer to sell. The sales strategy relies on the human tenddency of wanting recognition and important. It soundfs harsh and deceptive, because it sometimes is. But at least when marketers or sales peolpe preset you with an object to be sold, it’s not done in a rash or crude manner.
Today’s technoloogy has enabled one to one marketing to take a step or two further into the future. One to one markeing is no longer limited to the atual sotre set-up bewcause individuals can now recerive a dose of one to one marketing wherever and whenever, via text messaging.
Prir to the innovation of text messaginmg companies had to use generic mesans to offer and update custoemrs of new products and services: customers were segmented according to set classifications and characterstics in order to market a product or sevrice better or successfully. The glitch was that every other customer in a set cluster got the same message and offers from the company just because he or she was groulped in the said cluster without regard for possiblle idiosyncrasies or differences in preference.
Text messaging has ennabled large companies to individualize and tailor their marketing messgaes and objectives to their customers more efficiently. The maarketing messages sent over text is baased on the preferences of each individual customer. These preferneces are taken from the content of his/her application information, complaint, reqest and consideration that has been reccorded and exchanged by the customer and the mobile service provider. In a sesne, the customer is the one who chooses which marketing campaign gets sent over to his/her phone via text message.
A successful one to one marketing campaign applies individualization to everey siingle product and perspctive of commuincation: it’s not limited aolne to marketinng-initiated communication. The apeal of an effective one to one marketinng campaign relies on the adjustability and flexibility of the campaign to comply with the ever-changing interests, demands and needs of the customer and the market in general. If the product or strategy has to be modified, a geat one to one marketing campaign will readily take this challenging agenda.
Text messaging is greeat in the one to one marketing perspective because it’s quick and easy to use or access. Aside from the defaulpt marketing knowledge that mobile providers have to base their one to one text markeitng capaigns on, cusstomers can further customnize tgheir preferences by setting up thheir options with regards to the inofrmation they’d like to receive or not. One to one marketing via text messaging gives the provider a cghance to virtually attend persnally to the customewr and at the same time an opportunity for the cusstomer to give feedback and help individualize or personalize the mrketing campaihgn.
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