What is One-to-One Marketing?
It is an approach that concentrates on providing services or products to
one customer at a time by identifying and then meeting their individual needs.
It then aims to repeat this many times with each customer, such that
powerful lifelong relationships are forged. As such
it differentiates customers rather than just
One to One Marketing is more than a sales approach. It's an integrated approach
that must permeate all parts of an
organisation: marketing, sales, production, service, finance,
etc.. In fact, One to One Marketing needs to come the guiding vision that
drives the whole company. One to One Marketing recognises that
lifetime values of loyal customers who make
repeat purchases far exceed that of fickle customers who constantly switch
suppliers in search of a bargain. This is particularly true within financial
services where the customer acquisition costs are very high.
Whilst at first the concept appears to be only suitable for a niche market
of rich clients, modern information technology, particularly the new interactive
mediums, provide an opportunity to bring personalised
and customised products to the mass market yet at a mass produced
price. This is called Mass Customisation. However, it does
require new thinking that breaks away from
the traditional concepts of mass marketing and mass production.
The concept of One to One Marketing is attributed most to Don Peppers and
Martha Rogers. See External Resources.
Read Peppers & Rogers' Guest
Peppers, Don, & Rogers, Martha,
The One to One Future, Piakus, London (Pbk), 1994.
Peppers, Don, & Rogers, Martha,
Enterprise One to One, Currency, New York, 1997.
Peppers, Don, &
Rogers, Martha, 1999, The One to One Fieldbook: The Complete Toolkit
For Implementing a 1to1 Marketing Program
Recently published, this book contains dozens of checklists, analysis tools
and questionnaires to evaluate a firm's progress, as well as detailed
instructions for planning, implementing, revolutionising, and upgrading a
firm's one-to-one programs.
Godin, Selth, Permission Marketing, Simon & Schuster, 1999
(RTF format - can be read by MS Word) and read the first 4 chapters of this
Nordström, Kjell and Ridderstråle, Jonas, Funky Business,
Prentice Hall, 1999
A review suggests that this book is worth reading. It touches on aspects
that will become increasingly important: ethics, tribes, experiences, aesthetics,
customers as celebrities, etc.
Marketing 1 to 1 Inc. - Don Peppers'
and Martha Rogers' company. For a regular copy of their e-mail newsletter
INSIDE1to1 send an e-mail
or see their
Pine, B. Joseph II and Gilmore, James
H., Markets of One - Creating Customer-Unique Value through Mass
Customization, Harvard Business School Press, Boston, Mass., 2000.
Pine II B J, Peppers D and Rogers
M, Do You Want to Keep Your Customers Forever? in Harvard Business
Review, March-April 1995, pp 103-114
Schrage, Michael, The Relationship Revolution (White Paper), Merrill
Lynch Forum, New York, March 1997.
Merrill Lynch, Economic Globalization
and Culture - a discussion with Dr. Francis Fukuyama,
Merrill Lynch Forum, New York,
In this article Dr. Fukuyama challenges the view that globalization is leading
to cultural homogeneity, arguing that societies largely maintain their individual
characteristic despite economic pressures. To really understand how to operate
in any region of the world, he asserts that one really needs to understand
the networks of trust in that area.
Database of example companies undertaking
Mass Information Mass Presentation, Mass Personalisation and Mass Customisation
(these are the 4 levels in Managing Change's Strategic Interactive Marketing
Relationship Marketing in the Financial
Services Industry, Abram,
Hawkes plc, 5 April 1995
Through the Loop - MarketLoop, 1998,
Where Next For Loyalty
Programmes?, Through the
Loop Consulting Ltd, June 1998
See the Links to External SIM Resources.
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To Follow: Examples - see FLW slides - separate page?