The operation of one to one marketing, what is the core idea of one to one marketing

Summary. Hello, dear, the core idea of "one-to-one marketing" is: "customer share" as the center, interactive dialogue with customers and "customization".

Hello, dear, the core idea of "one-to-one marketing" is: "customer share" as the center, interactive dialogue with customers and "customization".

Enterprises should pay attention to the share of their products in all the products owned by customers, and strive to increase the share of this share. The implementation of "one-to-one marketing" is based on the fact that the profit of customization is higher than the cost of customization, which requires the cooperation between the company's marketing department, research and development department, manufacturing department, purchasing department and financial department. The marketing department should determine the degree of customization to meet the needs of customers; R&D departments need to redesign products in the most efficient way; The manufacturing and purchasing department must ensure the effective use of raw materials and the smooth progress of production; The financial department should provide timely information on production costs and financial analysis.

Summary. Hello, the core idea of one-to-one marketing is to focus on "customer share", interactive dialogue with customers and "customization".

Hello, the core idea of one-to-one marketing is to focus on "customer share", interactive dialogue with customers and "customization".

The core idea of "one-to-one marketing" is that on the basis of identifying and distinguishing customer needs, enterprises and customers have established a new two-way mutual bending and vertical learning and burying large liquid dismantling relationship, that is, through contact with customers again and again to increase the understanding of customers

The core ideas of one-to-one marketing include increasing customer share, focusing on customer lifetime value, and building learning relationships.

1. Increase customer share. Customer share is also known as the customer's wallet share and customer share, that is, the size of the company's share of a customer's similar consumption. In addition to focusing on marketing to invest more money and energy in the overall market to increase the total sales addition, companies should also consider how to increase the turnover of each customer - that is, on a one-to-one basis, increase the share of each customer's purchase.

2. Focus on customer lifetime value. That is, the profit brought by the customer to the enterprise in the whole process of maintaining a relationship with the customer. According to the Harvard Business Review, 65%-85% of satisfied customers will choose a substitute or competitor's product, while highly satisfied or loyal customers rarely change their purchase.

One-to-one marketing will recognize customer value from a long-term perspective, and will pay more attention to retaining old customers, and establish a longer-term and more loyal host-customer relationship with customers.

3. Establish a learning relationship. To maintain a strong relationship with customers, it is necessary to establish a learning relationship, that is, every time you contact with a customer, the company understands the customer more, the customer makes a request, the company improves the product or service accordingly, provides the customer with tailored goods or services to meet their needs, and remembers the special specifications and requirements of these goods, and then continues to interact with the customer and seek their feedback, and understand the customer's individual needs better.

Pros and cons of one-to-one marketing

1. It can greatly meet the personalized needs of consumers and improve the competitiveness of enterprises.

2. In the traditional marketing model, enterprises strive to reduce the cost of unit products and expand output by pursuing economies of scale. to maximize profits.

3. It is conducive to promoting the continuous development of enterprises, and innovation is an important factor for enterprises to maintain their vitality.

4. Because one-to-one marketing regards each customer as a separate market segment, this can certainly make each customer be treated differently according to their different needs and characteristics, so that the enterprise can better serve customers. But on the other hand, it will also lead to the complication of marketing work, the increase of operating costs and the increase of business risks.

5. The progress of technology and the rapid spread of information have made the difference between the production and the land of crude products increasingly diluted, and today's special products and services may be popularized tomorrow. Therefore, it is extremely difficult to maintain the uniqueness of products and services in the long term.

One-to-one marketing, also known as "121 marketing", "1-2-1 marketing" or "1-to-1 marketing", etc. It is a customer relationship management (CRM) strategy that provides a targeted and personalized approach to the interaction between companies and individuals. The goal of one-to-one marketing is to increase the return on investment (ROI) of short-term business promoters or events and lifetime customer relationships.

The ultimate goal is to increase overall customer loyalty and maximize customer lifetime value.

One-to-one marketing is a customer relationship management strategy that creates personalized marketing communication for each customer, which provides a targeted and personalized model plan for the interactive communication between companies and individuals. Customer relationship management is that merchants are willing and able to adjust their business behaviors accordingly according to the special needs of customers, and these special needs may be provided by customers on their own initiative, or they may be collected by merchants from various channels.

One-to-one customer marketing does the following four things:

1. Identify customers.

Sales are not moving, investigation first", and it is very important for enterprises to have the detailed information of each customer. It can be considered that it is impossible to achieve "one-to-one" marketing without ideal customer profile, which means that marketers should have in-depth and detailed investigation and understanding of customer information, directly dig out a certain number of enterprise customers, and most of them have high service value, establish their own customer base, and establish a good relationship with every customer in the customer database, and improve the service value of each customer with maximum value.

Second, customer differentiation.

Compared with traditional target marketing, "one-to-one" marketing has shifted from focusing on product differentiation to customer differentiation. Customer differentiation is mainly reflected in two aspects, 1. Different customers represent different value levels. 2. Different customers have different needs.

Therefore, "one-to-one" marketing is an important task to reasonably distinguish the differences between customers under the premise of fully grasping the information of enterprise customers and considering customer value.

3. "Enterprise, customer" two-way communication.

When a customer needs to know more about the size of an individual customer, two activities occur: the company is learning, and the customer is teaching. The key to winning the true loyalty of customers lies in the interaction between these two activities, and the key success of "one-to-one" marketing lies in its ability to establish a mutual learning relationship with customers and customers, and maintain this learning relationship to maximize customer value.

One-to-one companies should be good at creating opportunities for customers to tell them what they need, remember these needs, and give them back to customers, so as to keep changing customer business forever.

Fourth, business process reconstruction.

The production process is divided into relatively independent sub-processes, recombined, designed a variety of micro-assemblies and micro-programs, assembled a variety of products at a lower cost to meet the needs of customers, and adopted various design tools to determine how to use their own production capacity to meet customer needs according to the specific requirements of customers.

Summary. Hello, one-to-one marketing usually refers to the introduction and description of products between salesmen and specific customers, marketing for this specific customer, and achieving sales activities, such marketing usually has a high success rate and is suitable for marketing carried out by relatively high-end customers; Personalized marketing is usually a sales activity based on the needs of a certain type of customer, and the corresponding marketing plan is formulated for such customers and the sales are sold out.

Do you embrace "one-to-one marketing"?Do you think "one-to-one marketing" can win customers?

Hello, one-to-one marketing usually refers to the salesman and a specific customer to answer the introduction and description of the product, for this specific customer to carry out the marketing hall lift, and to achieve sales activities, such marketing usually has a relatively high success rate, suitable for relatively high-end customers to carry out marketing; Personalized marketing is usually a sales activity based on the needs of a certain type of customer, and the corresponding marketing plan is formulated for such customers and the sales are sold out.

One-to-one marketing is similar to private customized marketing. This kind of marketing is the result of the chaos after the infinite segmentation of the market. The advantage is that it can maximize the full lead to meet the specific consumer needs, and the disadvantage is that the cost of acquiring customers is too high.

Personalized marketing is broader than customized marketing in terms of market segmentation. Enterprises can choose some Huaiyun customers with the same or similar personality as their target market. Its degree of market segmentation is not as high as that of customized marketing.