Personalized marketing

Personalized marketing

Personalized marketing, one-to-one marketing or sometimes one-to-one marketing, is individualized marketing, as opposed to mass marketing.

Issues and history of personalized marketing

Issues at stake

Personalised marketing seeks to analyse at the level of each customer or prospect, prices, products, communication and sales methods in order to address each customer or prospect in an individualised, specific and differentiated way, taking into account their particularities.

This concept is based on the need to apply a specific analysis to individualized sales. As a field of study, marketing needs to specialize in order to create more relevant and effective analytical tools and procedures.

History

The 1 to 1 is a concept that appeared in the 1990s. It appears in the continuity of the trends of the 1980s towards greater segmentation and relies heavily on new technologies for its implementation

Characteristics of personalized marketing

Beyond a simple adjustment to mass marketing, message personalization must make it possible to implement true customer relationship management (CRM).

This personalization is only possible by collecting (directly or indirectly), storing and processing very large amounts of information about its customers. The advent of the Internet, new call center and data mining technologies has made individualized customer marketing processing possible.

One of the embodiments of personalized marketing are loyalty programs through which a customer is rewarded for his or her loyalty to a brand or brand through discounts, gifts or samples.

Websites such as Amazon.com have contributed significantly to the growth of personalized marketing across the Internet by using both implicit and explicit personalization. The rapid evolution of collaborative filtering algorithms is adding a new dimension to personalized marketing.