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Chap 5 Personalized Marketing: (2) One-to-one marketing (3 ways: (2)…
Chap 5 Personalized Marketing:
a) Define
The ultimate form of targeted marketing, creating messages for individual customers.
2 types:
1) Experiential（根据经验的） Marketing
2) Relationship Marketing:
b) Experiential Marketing
Promotes a product by 3 ways:
1) Communicating a product's features and benefits.
Etc = Creating Brand Experiences.
2) Connecting it with unique and interesting experiences
Etc = Drive awareness and encourage people to try the product.
3) Not intend to sell something but to demonstrate how a brand can enrich a customer's life.
Etc = Test drive before purchasing.
c) Relationship Marketing:
Marketing strategies that go beyond the actual product/service to create a better and stronger bond with its consumers and maximize brand resonance.
3 types :
1) Mass Customisation
2) One-to-one marketing
3) Permission marketing
1) Mass Customisation
Definitions = The process of delivering wide market goods and services that are modified to satisfy a specific customer's needs.
Creating different types of goods to meet different needs of customers instead of only creating one choice for them to choose from.
Personal Thoughts === Company uses mass customisation to let consumer choose what they prefer.
2) One-to-one marketing
Definitions = Consumer help adds value by providing information to marketers, marketers then add value, by taking that information and generating rewarding experiences for customers.
Company focuses on customers feeling by taking care about them by using communication and knowing their feedback.
3 ways:
2) Respond to consumer dialogue via interactivity "The consumer talk to us."
3) Customize products and services "We make something unique for him or her."
1) Focus on individual consumers through consumer databases "We single out consumers"
Personal Thoughts === Company taking action to communicate with their customers to know what they are looking for. Consumers searching for information and the company help them by giving solutions.
3) Permission Marketing
Godin's 5 steps to more effective:
3) Reinforce the incentive to guarantee that the prospect maintains his or her permission.
4) Offer additional incentives to get more permission from the consumers.
2) Offer the interested prospect a curriculum over time, teaching the consumer about the product or service being marketed.
5) Over time, leverage the permission to change consumer behavior toward profits.
1) Offer the prospect an incentive to volunteer.
Definitions = Company get consent/permission（同意/允许） from their customers then creates goods that prefer by their customers.
(Listening to customers feedback before making a move). * this is hard to explain without referring to online sources
Sigh :unamused:....translation is here....go figure :
prospect = 预期/希望
Incentive = 动机/鼓励
reinforce = 加强
leverage = 影响