1-to-1 Consumer Marketing Solutions
“An increasingly heterogeneous marketplace requires much more one-to-one communication, instead of one-to-many communication” Business Week, July 2004
Promotional messages don’t work if customers are not receptive to them. With media and product proliferation, it is imperative to communicate with relevance. To be successful in a cluttered market, why not establish a dialogue with your prospects and customers? The power of one-to-one marketing can enable you to deliver the right message to the right person – and track customer interactions and ROI.
Dialogue marketing can move through four key areas to grow your brand or increase product sales:
· Foundation Dialogues: Manage fundamentals of customer lifecycle.
· Level I Dialogues: Product or event-centric dialogues named for the type of message that starts the exchange.
· Level II Dialogues: Draw on individual purchasing patterns or on predictive modeling to influence the progression of the relationship with that customer.
· Level III Dialogues: Adds a physical element to dialogues (on-site interactions…customer receives personalized digital message on cell phone or PDA, or screens at retail outlet).
The power behind one-to-one marketing is in database analysis and leveraging your key messages through variable digital print to reach individual consumers. The benefits are clear:
· Direct mail response rates increase by 36% or more
· Average orders increase by 24% or more
· Customer retention increases by 47% or more