understand the concept to customize your strategy – WAU
One to one marketing is one that values each of its customers, taking into account their preferences. See how to get the data you need to personalize your customers’ experience!
Marketing one to one it is a tool that arises, precisely, at a time when consumers are increasingly demanding and in search of a more lasting and personalized bond with the companies with which they relate.
Thus, it is necessary for companies to seek to understand how face-to-face marketing works and how it can be the differential they are looking for to satisfy the needs of their consumers.
In today’s article, we’ll talk about this form of face-to-face communication and how it can be a powerful differentiator in a highly competitive market.
What is marketing one to one
Have you ever stopped to think why you always go back to the places where you usually have lunch, shop or participate in a happy hour with friends? It is probably not just because of the price and quality of the service.
There is something more, which is called unique and differentiated service. That’s right: we are demanding consumers and, as such, we like to be treated well, called by name and have our wishes met.
Transferring this reality to the Digital world (which is much wider than the possibilities), we can talk about one-to-one to retain more and more customers. Give that special touch that everyone wants to receive, remembering their tastes and preferences.
In summary, we can say that marketing one by one is a type of interaction that goes back to the preferences of each client, valuing them as old acquaintances and important pieces for the business.
The advantages of marketing one to one
Facilitates targeting your audience
This type of marketing helps to better identify that group of consumers most likely to respond to the products or services that your company offers.
Face-to-face marketing is very important to avoid wasting resources and time with a poorly selected audience.
From the moment you work on your segmentation according to the consumer’s affinity with your brand, it is possible to achieve greater assertiveness in your loyalty strategy.
Helps you get to know your customers better
Today, companies that invest only in mass marketing are losing space to those that have already discovered that the best path is customer loyalty.
Marketing one to one allows you to get to know each of the people who come into contact with your company better. This facilitates the creation of personalized campaigns – which generates greater interaction and simplicity for the conclusion of a purchase and sale transaction.
Enables sending personalized messages
If your company invests only in purely commercial content, without taking into account the unique nature of each individual, you will hardly be able to establish a more intimate and trusting relationship with the customer.
As one-on-one marketing helps you understand each customer’s individual preferences and tastes, your company can invest in Marketing campaign with personalized messages at the right time in the customer journey.
Your sales funnel can be fully optimized to deliver individualized content according to each stage the customer is in – be it in the discovery and interest, consideration and intention phase or, more at the end of the funnel, in the evaluation and purchase phase.
Favors your strategy upsell
Upsell or additional selling is a widely used technique to get the customer to buy something beyond what he intended.
How marketing one to one allows you to get to know your consumer’s buying behavior in depth, you can use the upsell as a strategy to increase the average ticket for each client.
The important thing is to act honestly and always offer something that really meets the customer’s needs, as this is a relationship that involves some psychological factors in relation to people’s desire for consumption.
If you are dishonest, at that moment, you may lose confidence and credibility with the consumer – which will make them no longer want to buy from you (after all, trust is everything in a buying and selling relationship).
Let’s look at an example of what we’re talking about: suppose you are from retail segment and go and sell a computer to an old customer. As you already know it well and know your needs, you can take the opportunity to offer other accessories – helping you to achieve maximum performance with your product.
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Where to get data to customize strategies
CRM, Big Data and Business Intelligence are valuable sources of data that you can use to extract as much information as possible to segment and retain your audience.
To take better advantage of these tools and achieve success in your face-to-face marketing, see the difference between each one and how they can help in customizing your strategies.
Customer Relationship Management (CRM)
This tool can be used to store and manage a database of your customers – such as name, field of activity and purchasing behavior -, in addition to allowing you to know the means of interaction of these customers in the main internet channels, such as emails and visits to websites.
Thus, it becomes easier to produce intelligent and personalized content according to the data that the company has from its main customers.
O big data is a tool that covers a much larger amount of data than the CRM. It collects information from a variety of sources, such as social media, email marketing and geolocation.
This tool is an inexhaustible source of data that can be used to optimize any marketing strategy one to one.
Business Intelligence (BI)
BI focuses not only on data collection, but on organization, monitoring and sharing, which help decision making by company managers.
It is essential for the professionals involved in your process to analyze your information and predict future business opportunities or to prevent any problems that may arise.
The 3 tools mentioned above are fundamental for marketing one by one, as data control allows the development of more personalized content strategies and more assertive decision making.
Very interesting marketing one to one, Is not it? Also read our post on precision marketing. It is worth checking!