What is one-to-one marketing?

One to one marketing is a marketing strategy that focuses on the individual consumer at the heart of the offer.

In practice, it is an approach in the market based on the individual needs of the consumer, where the offer is personalized.

Based on the relationship between seller and customer, the market offer may vary regarding the product, the price, and the promotions.

Therefore, one to one marketing tends to focus a company's attention on the customer and commits to customizing the offer that varies from customer to customer for satisfying, precisely, their needs.

One-to-One Marketing Strategies

Customizing the offer based on each individual customer optimizes resources and reduces waste, as well as providing customers exactly what they desire.

To have an effective one-to-one marketing strategy, it is important to integrate some essential tools: 

• CRM Systems: A good customized CRM software, is able to accurately collect the data that companies need to implement an effective marketing strategy;
• Customized Live Chat Platforms: these platforms allow companies to reduce operational costs, save time, and create a better experience for the customer. If customers can get the answers they need in just seconds, they will surely appreciate your company;
• Custom Websites: a good website is the perfect showcase to display our products and services, if it is well-designed with quality content, it will be an excellent card to play for a good one-to-one strategy;
• Personalized Customer Communication: it's important to address the reader in an informal manner, calling them by name and showing them all the relevant and useful content related to the product or service of interest;

Therefore, personalized marketing transforms the traditional method of marketing by studying the customer's needs and opinions in order to improve products and sales.

Types of One-to-One Marketing

One-to-one marketing can manifest through two different types:

• Personalization:
the company studies and understands what the characteristics and preferences of the user are based on previous purchases or views of a particular site. Once it is understood what the user wants, articles suitable for them will be proposed, for example with various advertisements related to "chosen for you" or variants of this kind;
• Customization: the company does not acquire user preferences based on past purchases. So? How do we understand what the customer needs? Simple! It is directly the customer who provides the company with his preferences and tastes.

Think, for example, of fast-food stores that offer their customers customized salads with different dressings to personalize their salad and have a healthy, tasty meal that reflects any request of the customer.

Benefits of one-to-one marketing

Why do many companies prefer the one-to-one technique over the usual traditional marketing strategy?

The answer is simple, because it brings many advantages to the company!

Among the various advantages, the most important ones are:

• Customer loyalty: which leads to a long-lasting relationship;
• Ensuring more benefits for the company: if a customer is satisfied with your services, they will tend to always buy from your company;
• Increasing customer satisfaction levels: who receives what they expect;
• Not offering discounted goods: to retain the customer because there will never be complaints about the price if the product is worth it and the customer is satisfied.

Users are aware of the fact that they are continuously monitored through their online purchases because this is necessary for customizing future offers.

Examples of One to One Marketing 

Some platforms use the one to one marketing tool to implement their marketing strategies and build customer loyalty, among the most important platforms we recall:

Amazon

Treats each customer differently based on their needs. Jeff Bezos thought it wise to consider past purchases made by users and recommend all the various related products.

Netflix

Netflix, on the other hand, advertises the viewing of multimedia content according to the preferences declared by the user when signing up for the site.