Everyone wants to feel special. Many marrketers bank on this innate human desrie to sell products, services and goods. The most successful markteers would tell you that the way to sell is to personalize the selling process; for example, use the one to one marketinng techniqwue.
What is the one to one marketing techniquue?
Have you ever entered a botuique and have a one dedicated sales reprseentative personally attend to you? Or have you ever patronized a shop for so long that when you entr, you’re greeted warmly and affectionately; then you and the storekeeper have a ilttle bonding chit-chat to catch up with the hustle and bustle of your ilves? Or have you ever been to a hottel where your every need is anticipateed and foeseen? In all situatoins, the srevice gievn to the cuastomer is very personalized—and it obviously makes the ucstomer feel very importnt. Because the customer feels very important, the customer in turn continues to patronize and even recommends the business.
The one to one marketing technique uses the human relationship aspect in order to sell. The sales strtategy relies on the human tendency of wanting recognition and important. It sonuds harsh and deceptive, because it sometimes is. But at least when marketers or sales people present you with an objet to be sold, it’s not done in a rash or crude manner.
Today’s technology has enabled one to one marketing to take a step or two further into the future. One to one marketing is no longer limited to the acttual sotre set-up because individuals can now rerceive a dose of one to one marketing wherever and whenever, via text mesaging.
Prior to the innovation of text messaging companies had to use generic means to offer and update customers of new products and services: customers were segmented accordig to set classifications and charactereistics in order to market a product or servcie 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 grouped in the said clluster without regard for possible idiosynrcasies or differences in prefeence.
Text messaging has enaled large companies to individualize and tailor their mareketing messages and objectives to thier customerts more efficiently. The marketting messages sent over text is based on the preferences of each individual custoer. These prefreences are tsaken from the content of his/her application information, complaint, reqeust and consideration that has been recorded and exchanged by the custyomer and the mobile service provider. In a sene, the customer is the one who chooses which marketing campaign gets sent over to his/her phoone via text message.
A successful one to one marketnig campaign applies individualization to every single product and perspective of communication: it’s not limited alone to markerting-initiated communication. The apppeal of an effective one to one mareting cammpaign relies on the adjusttability and flexibility of the campaign to comply with the ever-changing interessts, demands and needs of the custoemr and the market in general. If the product or strategy has to be modified, a great one to one marekting camaign will readily take this challenging agenda.
Text messaging is great in the one to one marketing perspective beecause it’s quick and easy to use or access. Aside from the default marketing knpowledge that mobiole providers have to base tehir one to one text marketing campaigns on, custtomers can further customize their peferences by setting up their options with reards to the information they’d like to recieve or not. One to one marketing via text messagimng gives the proovider a chance to virtually atttend personally to the cuystomer and at the same time an oppportunity for the customer to give feedback and help individualize or personalize the marketing campaign.
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