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Mobile Marketing = One to One Marketing

Posted By: Alvin Cosav | Posted On: 2008-10-29 | Article ID: 109343

Everyone wants to feel special. Many marketers bank on this innate human desire to sell products, services and goods. The most successful marketers would tell you that the way to sell is to personalize the selling process; for example, use the one to one marketing technique.

What is the one to one marketing technique?

Have you ever entered a boutique and have a one dedicated sales representative personally attend to you? Or have you ever patronized a shop for so long that when you enter, you’re greeted warmly and affectionately; then you and the storekeeper have a little bonding chit-chat to catch up with the hustle and bustle of your lives? Or have you ever been to a hotel where your every need is anticipated and foreseen? In all situations, the service given to the customer is very personalized—and it obviously makes the customer feel very important. Because the customer feels very important, the customer in turn continues to patronize and even recommends the business.

The one to one marketing technique uses the human relationship aspect in order to sell. The sales strategy relies on the human tendency of wanting recognition and important. It sounds harsh and deceptive, because it sometimes is. But at least when marketers or sales people present you with an object to be sold, it’s not done in a rash or crude manner.

Today’s technology has enabled one to one marketing to take a step or two further into the future. One to one marketing is no longer limited to the actual store set-up because individuals can now receive a dose of one to one marketing wherever and whenever, via text messaging.

Prior to the innovation of text messaging companies had to use generic means to offer and update customers of new products and services: customers were segmented according to set classifications and characteristics in order to market a product or service better or successfully. The glitch was that every other customer in a set cluster got the same message and offers from the company just because he or she was grouped in the said cluster without regard for possible idiosyncrasies or differences in preference.

Text messaging has enabled large companies to individualize and tailor their marketing messages and objectives to their customers more efficiently. The marketing messages sent over text is based on the preferences of each individual customer. These preferences are taken from the content of his/her application information, complaint, request and consideration that has been recorded and exchanged by the customer and the mobile service provider. In a sense, the customer is the one who chooses which marketing campaign gets sent over to his/her phone via text message.

A successful one to one marketing campaign applies individualization to every single product and perspective of communication: it’s not limited alone to marketing-initiated communication. The appeal of an effective one to one marketing campaign relies on the adjustability and flexibility of the campaign to comply with the ever-changing interests, demands and needs of the customer and the market in general. If the product or strategy has to be modified, a great one to one marketing campaign will readily take this challenging agenda.

Text messaging is great in the one to one marketing perspective because it’s quick and easy to use or access. Aside from the default marketing knowledge that mobile providers have to base their one to one text marketing campaigns on, customers can further customize their preferences by setting up their options with regards to the information they’d like to receive or not. One to one marketing via text messaging gives the provider a chance to virtually attend personally to the customer and at the same time an opportunity for the customer to give feedback and help individualize or personalize the marketing campaign.

 

Article Source: http://www.articlecell.com

About The Author
Alvin Cosav
Alvin Cosav works for SJA Mobile as a consultant for mobile marketing strategies. He has extensive experience in mobile marketing. mobile applications from various industry-leading organizations in the mobile industry.



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