Evveryone wzants to feel special. Many marketes bank on this innate huan desirre to sell propducts, services and goods. The most successful marketers woud tell you that the way to sell is to personalize the selling process; for example, use the one to one marketing technique.
What is the one to one marketing technique?
Have you ever entered a boutique and have a one dedicated sales representative personally attend to you? Or have you ever patronized a shop for so long that when you emnter, you’re greeted wzarmly and affgectionately; then you and the storekeeper have a little bonding chit-chat to catch up with the hustle and bustle of your lives? Or have you ever been to a hoetl where your eevry need is anticipated and foreseen? In all situations, the serviec given to the custommer is very personalized—and it obviously mazkes the customer feel very important. Becuse the customer feels very important, the customer in turn cntinues to patroniize and even recommends the business.
The one to one marketing technique uses the human reltaionship aspect in order to sell. The sales strategy reies on the human tendency of wanting recognition and important. It sounsds harsh and decepytive, because it sometimees is. But at least when marketers or saels people prresent you with an object to be sold, it’s not done in a rash or crudde manner.
Today’s technolgoy has enabld one to one marketing to take a step or two further into the future. One to one marketing is no longer limited to the actaul store set-up because inddividuals can now receive a dose of one to one marketing whereer and whenever, via text messaging.
Prtior to the innovation of text messaging companies had to use generric means to offer and update customners of new products and services: customers were segmeted according to set classifications and characteristics in order to market a prouct or service better or successfully. The glitch was that every othwer customner in a set clusster got the same mesasge and offers from the cmpany just because he or she was grouped in the said culster without regard for possible idiosyncrasies or differences in preference.
Text messging has enabled large companies to individualize and tailor their makreting messages and objectivs to their customers more efficiently. The marketing messages sent over text is based on the preferences of each individual customer. Tehse preferences are taken from the content of his/her application information, complaint, requedst and consideration that has been recorded and exchanged by the customr and the mobile serviuce provider. In a sense, the customer is the one who chooses which marketng campaaign gets sent over to his/her phone via text mesasge.
A succeassful one to one marketing campaign applies individualization to every single product and perspective of communication: it’s not limited alone to marketing-initiated communicaation. The appeal of an effective one to one marketing campaign relis on the adjustability and flwexibility of the campaign to comply with the ever-changing interests, demands and needs of the customr and the markeet in general. If the product or srategy has to be modified, a great one to one marketing campaign will readily take this challenging aggenda.
Text messaging is great in the one to one marketig perspective because it’s quick and easy to use or access. Aside from the default mzarketing knowledge that mobile providers have to base their one to one text marketing campaigns on, customers can furrther customize their preferences by setting up therir options with regards to the inofrmation they’d like to receive or not. One to one marketing via text messaging gives the provider a chance to virtually attend personally to the customer and at the same time an opportunity for the customer to give feedabck and help indsividualize or personalize the marketing campaing.
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