More Loyal Customers
Building customer relationships is important in today's fragmenting markets. Encouraging them to buy more often or create higher value transactions allows you to grow.
Getting more customers used to be easier. You just approached a homogenous group of potential customers, all with the same characteristics and buying habits, with an attractive offer and Bingo! Recently customers have fragmented into smaller groups, with more specific needs and reasons for buying.
There are fewer tangible and identifiable "hooks" to use to capture large numbers of new customers and so a more direct and personalised approach more important. Customer Relationship Management (CRM) is becoming essential.
Competitive Advantage
If your competitors are approaching your customers in a new, different way and building up a long-term relationship with them would you be worried? Yes of course you would.
Money is tight. Personal bankruptcy is a rising phenomenon, manufacturers are fighting cheap imports and a recession by building up relationships with customers, charities are fighting the Lottery by tying donors into giving regularly in easy, pain free ways - by direct debit, by credit card through call centres, by post.
E-marketing (the use of e-mail, the internet, websites, text messaging) is a huge phenomenon with one in three consumers stating that they would be "lost" without the internet in their lives.
E-marketing (the use of e-mail, the internet, websites, text messaging) is a huge phenomenon with one in three consumers stating that they would be “lost” without the internet in their lives.
Eliminating "Junk Mail" or "Spam"
Do you like to think of yourself as a the same as the person next door? Same house, same type of car, same age and marital status, etc?
NO, NO, NO!
You are an individual with a multitude of differences. You should be approached in the right way and in a place that you find most acceptable and that will make you more amenable to purchase.
Junk Mail or spam is only junk when it is unwanted. If you know who wants it, then it is welcomed with open arms.
Collecting information about how, where, when and what customers buy or communicate with you is vital if you are to correctly target them.
For example, you might rightly assume that those living in a particular type of housing will buy a certain daily newspaper, but can you derive from that what type of hobby magazine they might buy? NO.
Have a look at the Case Studies which give a very brief insight into how others are using data for marketing purposes. All of these examples were managed by One To One.
Cheap Technology
Database Marketing and Data Warehousing is the natural outcome of two convergent trends in marketing. On the one hand dissatisfaction with existing methods, on the other the greatly increasing power of technology.
This has also coincided with the parallel rise in above-the-line media costs and fall in costs of telephone and postage and the very low cost of e-mail, SMS and websites.
The consequent desire for database building has to include all of the marketing communications channels and compliance with the Data Protection Act.
The huge increases in power and capability of both computer hardware and database software have revolutionised what was a manual task 25 years ago.
Telephone 01733 246474 for more information