One-to-one marketing is a marketing or marketing strategy that focuses on personalized actions, thanks in large part to known information about consumer or customer behaviors.
The development of this type of marketing actions that make up One-to-one marketing involves a deep study and knowledge of the habits or tastes and interests that people show in their behavior and how they usually consume.
Thanks to recent technological advances and the expansion of activities on the Internet, One-to-one marketing has experienced notable growth in the world of online Marketing due to its simple and efficient dynamics thanks to the aforementioned personalization on which it is based .
The main characteristic of this marketing work is precisely focusing solely on the individual, which simultaneously becomes an investment challenge, since customization is usually linked to higher costs related to habit research work and the design of marketing actions tailored to each person. In fact, this type of marketing basically pursues a greater and more personalized relationship with brand customers and their future loyalty .
Personalization is not only useful when carrying out advertising campaigns and looking for these impacts, but it continues to develop in post-sale services and various customer service services, seeking the greatest comfort and customer satisfaction and that this business relationship can continue to be maintained over time.
Examples of one-to-one marketing
The use of this type of shares is frequent in large online shopping platforms such as Ebay, Amazon and the like . Thanks to the steps that we are taking in these pages, the system itself studies our interests and recommends it at the same time according to our behavior or that of people whose previous user experiences have been similar.
On the other hand, it is frequent that this type of recommendations persecute the individual even when visiting other websites, finding advertisements for products similar to the previous visited pages. This phenomenon is known as Remarketing or Retargeting and is supported by different content networks such as the prominent case of Google .
Because great work is required to achieve the effectiveness of personalization in marketing, these types of One-to-one marketing actions often require a great deal of creativity and originality with a view to achieving greater impacts. in the users and, therefore, greater number of sales and benefits in the future.