Micromarketing

In one-to -one marketing (alternatively 1:1 marketing ) refers to the cutting of one or more marketing campaigns to each customer with the help of statistical methods. The aim can be summed up with " Personalizing instead Personalize" to the point. Instead of individual customer characteristics ( such as income or age, etc. ) to generate customer profiles.

These profiles are obtained by accumulating customer data, by defining customer segments and accumulation of these data from other sources. Classically, this is done through data mining based on a CRM. The aim of this direct marketing method, it is to let every customer get a tailor to his personal needs offer, analog mass customization on the product page.

Decisive advantages such controlled measures are: higher response and thus lower costs, less spamming ( customer will only be addressed if they are likely to be interested ).

Simple example: A large car dealer learns through the purchase of data that, among other things one of his good customers booked quality painting courses in the Alps. The dealer could this customer with the help of this information, a brochure with photos of the mountains send, is an offer for a new car with holder for easel and buy the car culture one weeks holiday in the Alps. Sets the car dealer this with all its customers around, he runs a serious one-to -one marketing.

The author of the One- to-one marketing are Martha Rogers and in particular the CRM expert Don Peppers, who coined the term with his 1993 book "The One to One Future".