The most important element for one-to-one marketing is data! The knowledge acquired about the customer will enable the individualization of the company’s actions.
Therefore, it is essential to adopt technological tools to extract this information, store it and transform it into strategic knowledge. See what are the fundamental tools to apply one-to-one marketing!
Customer Relationship Management (CRM) is a tool for storing and managing a customer database. Through this feature, you can obtain information such as:
- marital status;
- social class;
- consumer interests;
- purchase history and behavior;
- preferred means for interaction.
All this data is essential for understanding the customer and delivering products that have value for him.
According to “Data Never Sleeps 6.0” research, more than 2.5 quintillion bytes of data are created every day. It is estimated that each person will generate 1.7 megabytes of data per second.
The technology responsible for this inexhaustible source of information is big data. Compared to CRM, big data can handle a much larger volume of data. Best of all, the technology can analyze unstructured data — unrelated to each other or a defined organization. For example, social media, videos, photos, geolocation, and behavior.
Data mining — is a resource for interpreting structured data, establishing relationships between them, and transforming all this information into strategic and useful knowledge for the company. The system can identify behavior patterns, find anomalies and even predict outcomes.
For example, an e-commerce site analyzes consumers’ purchase history, crosses data, and identifies products normally purchased together — such as bed and sheets, wardrobe and hangers, and keyboard and mouse.
In addition, the feature is also relevant for identifying risks in financial trading. By exploring the habits of defaulters, for example, it is possible to recognize similar characteristics among them and use this pattern to grant or not a loan, determine the limit of the card, etc.
This information is essential for efficient one-to-one marketing and ensuring more accurate planning for business and integrated communication.
Business Intelligence (BI) — is a strategy in which business decision-making is based on concise data. Therefore, the process involves collecting, analyzing, organizing, and monitoring all customer information to generate important insights.
In this context, the tool makes it possible to monitor the evolution of customer interaction, the economic scenario, new technologies and innovations, and consumer demand. All this information is essential to guide marketing actions one by one.
With the aid of the technologies above, it is possible to implement one-to-one marketing. After all, the information collected is essential to create accurate actions and obtain positive results.
How To Do One-To-One Marketing In Practice?
Once again, it is worth remembering that the consumer is central to one-to-one marketing. Therefore, the entire strategy needs to be focused on improving the customer experience and, consequently, building loyalty.
To implement the tactic, it is necessary to follow four basic steps:
Next, you will see in detail what must be done in the different stages.
First of all, you need to know the customer very well. The identification phase serves precisely to discover his needs in an individualized way. Remember the technologies mentioned in the previous topic? They are essential for this data collection. At this point, it’s important to get as much detailed information as possible.
Inbound marketing is also a useful tool at this stage. With rich content, you can collect relevant data from the buyer and identify subjects of interest, pain points, and consumption needs. However, as important as collecting data is knowing how to interpret them. So remember to use analytics features.
After collecting data, the next step is to segment the target audience. It works like this: you group consumers with common interests and similar characteristics to optimize actions.
The important thing is to do this segmentation in a very specific way. After all, the value proposition needs to align perfectly with each group’s expectations.
In the approximation stage, you will interact with customers and obtain even more information to feed the database. In this way, it will be possible to collect the indispensable inputs for personalization.
Also Read: Digital Marketing for B2B companies