1 / 14

Relationship Marketing Using the Internet

Relationship Marketing Using the Internet. Week 10. Objectives. Basic concepts One-to-one marketing Technologies for implementing one-to-one Integrating the Internet and direct marketing. Basic Concepts. Mass marketing Relationship marketing One-to-one marketing Mass customization.

Download Presentation

Relationship Marketing Using the Internet

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Relationship Marketing Using the Internet Week 10

  2. Objectives • Basic concepts • One-to-one marketing • Technologies for implementing one-to-one • Integrating the Internet and direct marketing

  3. Basic Concepts • Mass marketing • Relationship marketing • One-to-one marketing • Mass customization

  4. Relationship Marketing • Develop highly appropriate products and services • Integrate customers into the product design process • Be adaptive by using monitoring, analysis and feedback to respond flexibly to the environment • Develop partnerships with suppliers, vendors and users to help maintain an edge in the segment

  5. The One-to One Future • Focus on share of the customer rather than market share by increasing the revenue from customer as far as possible • Focus on customer retention, which is more cost effective than acquisition • Concentrate on repeat purchases by cross- and up-selling • To achieve the above use dialogue to listen to customer needs and then respond to them in order to build trusting and loyal relationships

  6. The 5Is • Identification – learn the characteristics of customers in as much detail as possible to be able to conduct the dialogue • Individualism – tailoring the company’s approach to each customer • Interaction – continued dialogue is necessary to understand both the customers needs and strategic value • Integration – integration of the relationship and knowledge of the customer must extend throughout all part of the company • Integrity – essential not loose the trust of the customer

  7. Technological Possibilities of the Internet • Using the technology to achieve mass customization of the marketing message • The learning relationship – continuous dialogue is established to respond directly to the needs of the customer • Incentive for and convenience in establishing the dialogue • Acknowledging the privacy of the customer and the demands on her or his time

  8. Benefits of the One-to-One Approach • No acquisition costs • Less need to offer incentives such as discounts (although desirable) • Less price sensitive • Loyal customers will recommend the company to others • Individual revenue growth occurs as trust increases

  9. One-to-One on the Internet • Target more effectively • Increase depth, breadth and nature of relationship • Lower cost

  10. Achieving the goals • Using technology to achieve mass customization of the marketing message and possibly the product • The learning relationship • Product evaluations • Questions asked through forms and emails • Online feedback • Summary of products purchased • Incentives and convenience in establishing the dialogue • Acknowledging the privacy of the customer and the demands on her/his time

  11. Achieving One-to-One Marketing Online • Attract customer to site (acquisition) • Provide incentive • Capture customer information to maintain relationship • Maintain dialogue consistent with customer’s profile

  12. Marketing Devices • Loyalty schemes • News about a particular industry • New product information and price promotions • Industry-specific information to help the customer • Personal reminders • Customer support

  13. Technologies for implementing One-to-One • Web page personalization • E-mail • Push technology • Databases • Virtual communities

  14. Integrating the Internet and Direct Marketing • Outbound telemarketing – cold calling • Inbound telemarketing – sales lines and care lines for goods and services to response handling for direct response campaigns • Call centers

More Related