One-to-one marketing

Under Micromarketing (alternatively, 1: 1 marketing ) refers to the cutting of one or more marketing actions in responding each customer using statistical methods. The goal can be summed up with “individualize instead of personalize”. Instead of individual customer characteristics (such as income or age, etc.), customer profiles are generated.

These profiles are obtained by collecting customer data , defining customer segments and enriching this data from other sources. Typically this is done through data mining based on CRM . The aim of this direct marketing process is to provide each customer with an offer tailored to their personal needs, analogous to mass customization on the product side.

Decisive advantages of such controlled measures are: higher response and thus lower costs, less spamming (customers are only addressed if they are probably interested).

Simple example: A large car dealer learns through the purchase of data that, among other things, one of its good customers is booking high-quality painting courses in the Alpine region. With the help of this information, the dealer could send this customer a brochure with photos of the mountains, including an offer for a new car with a holder for an easel and, if the car is purchased, a week's cultural holiday in the Alps. If the car dealer implements this for all of its customers, it is doing serious one-to-one marketing .

Martha Rogers and especially the CRM expert Don Peppers , who coined the term with his 1993 book “The One to One Future”, are considered to be the originators of one-to-one marketing .

literature

• Don Peppers (1993): The One to One Future
• Tobias Heidrich (2001): Individualization as a strategic option: one-to-one marketing in the context of electronic and mobile commerce