One to One Marketing is a strategy based on the personalization of the experience for the clients. Keep reading to know more about the subject!
One to one Marketing is a tool that has arisen, precisely, at a time when the consumer is increasingly demanding and looking for a more durable and personalized link with the companies with which it is related.
In this way, it is necessary for companies to seek to understand how one-to-one marketing works and what may be the differential they are looking for to satisfy the needs of their consumers.
In this article, we will talk about this face-to-face communication and its power in a highly competitive market.
What is One to One Marketing
Have you ever analyzed why you always go back to the places where you usually have lunch, shopping or a happy hour with your friends? Probably, it is not only due to the price and quality of the service.
There is something else, known as unique and differentiated attention. That’s right: we are demanding consumers and, as such, we like to be well treated, called by the name and have our wishes met.
By transferring that reality to the digital world (which is much wider in scope), we can talk one-on-one to increase customer loyalty. Provide that special touch that everyone wants to receive, remembering their tastes and preferences.
Synthesizing, we can say that marketing one to one is a type of interaction that goes back the preferences of each client, valuing them as old acquaintances and important pieces for the business.
The advantages of One to One Marketing
Facilitates the targeting of the target audience
This type of marketing helps to better identify that group of consumers more likely to respond to the products or services that your company offers.
Marketing one to one is very important to avoid wasting resources and time with a poorly selected public.
From the moment you work your segmentation according to the affinity of the consumer with your brand, it is possible to achieve greater assertiveness in your loyalty strategy.
Help to know your customers better
Today, companies that invest only in mass marketing are losing space compared to those that have already discovered that the best way is customer loyalty.
Marketing one to one allows you to better know each of the people who come into contact with your company. This facilitates the creation of personalized campaigns, which generates greater interaction and simplicity to complete a purchase and sale transaction.
Enables the sending of personalized messages
If your company invests only in purely commercial content, without taking into account the unique nature of each individual, it will be difficult to establish a more intimate and trusting relationship with the client.
As marketing one to one helps to understand the preferences and individual tastes of each client, your company can invest in marketing campaigns with personalized messages at the right time of the client’s day.
Your sales funnel can be fully optimized to deliver individualized content according to the stage in which the client is located – be it in the discovery stage and interest, consideration and intention or, more at the end of the funnel, in the evaluation stage and purchase.
Help your upsell strategy
Upsell or additional sale is a technique used to get the customer to buy something beyond what he intended.
As marketing one to one allows you to know thoroughly the buying behavior of your consumer, you can use the upsell as a strategy to increase the average ticket for each client.
The important thing is to act honestly and always offer something that is really adequate to the client’s need since that is a relationship that involves some psychological factors in relation to people’s desire to consume.
If you are dishonest, you can lose trust and credibility with the consumer – which will make him not want to buy again (after all, trust is the pillar in a buying and selling relationship).
Let’s look at an example: suppose you are from the retail segment and sell a computer to an old customer. As you already know it well and know its needs, you can take advantage of it to offer other accessories – helping you get the most out of your product.
Where to obtain data to customize strategies
The CRM, Big Data and Business Intelligence systems are valuable sources of data that can be used to extract the maximum amount of information to segment and retain your audience.
To get the most out of these tools and achieve success in your one to one marketing, you must know the difference between each of them and how they can help you in the customization of your strategies:
Customer Relationship Management (CRM)
It is possible to use this tool to store and manage a database of your clients – such as name, branch of action and purchasing behavior – in addition to allowing you to know the means of the interaction of these clients in the main channels on the Internet, such as e-mails and site visits.
Thus, it becomes easier to produce intelligent and personalized content according to the data that the company has of its main customers.
Big Data is a tool that covers a much larger amount of data than CRM. He collects information from various sources, such as social media, e-mail marketing, and geolocation.
This tool is an inexhaustible source of data that can be used to optimize anyone to one marketing strategy.
Business Intelligence (BI)
The BI not only takes care of the data collection but also its organization, monitoring, and distribution, to help in the decision making by the managers of a company.
It is essential for the professionals involved in a process to analyze their information and anticipate future business opportunities or to avoid any problem that may arise.
The 3 mentioned tools are essential for marketing one to one since the control of the data allows the development of more personalized content strategies and more assertive decision making.
Very interesting marketing one to one, do not you think? Also, know our material about the client’s day and enjoy the learning!
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