Katie asked if it was possible to think of a specific company that uses the 'one-to-one' marketing approach rather than a mass media marketing approach, and I am unsure as to one specifically.
However, Katie also asked if this way of marketing was beneficial to a company, which I think varies on the company. I do not think that one marketing approach, specifically focusing on the 'one-to-one' marketing approach as well as the mass media approach is always more successful than one, but rather depending on what product or service a company is using can better determining which one would be more beneficial.
For a company to use the 'one-to-one' marketing approach Katie discussed, they must be a certain type of company I feel. Katie went on to say the 'one-to-one' marketing approach means as an "individualized marketing method that utilizes customer information to build long-term, personalized, and profitable relationships with each customer" It would seem that if a company were to use this method, their mission would be to focus on having a smaller market with a much larger loyalty; maybe even implying that since their product is so specific, they do not have a need for such a large market.
Therefore I think that if a company is maybe smaller or specifically focuses on having a smaller client basis with a march larger investment in their customer loyalty, it would seem fitting to use the "one-to-one" marketing approach rather than a mass media, in hopes of building a better relationship with their customers.
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