Explain The Four Steps Of One-To-1 Marketing
4 Steps of One-to-One Marketing in 1994
By Don Peppers and Martha Rogers
There are four Steps in One-to-One Marketing that was developed by Don Peppers and Martha Rogers. They are
1.Short-term measures to evaluate results
2.Identify customers
3.Differentiate the customer base
4.Customize products and messages to fit customers
Gone were the days where companies are selling one product to a different range of customers. Organizations had realized the mass marketing had lost a lot of money. They began to make a research and surveys the customer’s behavior, interest, demographics, and physiology.
Step 1
To start with the first step is by measuring results through data analysis. With Google Big Data,(Google Analytic) even a small companies would be able to make a research on measuring results. How much money has to be spent to market the products or services. How much money requires to get the products and services from the companies to the buyers or clients. How many revenues will be generated from the marketing plans and strategy? Clear objectives and goals before launching the marketing plan
Step 2
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The next steps are to know the Customer’s Persona. Identifying the right targeted audiences is now the most important step to determine the products or services reaching the right audiences. Currently, many SMEs are using Google Tools to perform their company research. Google Tools such as Customer Barometer and Google Trends. There are various tools available to identify potential customers relating to the products and services. It will go beyond comparing one type of customers to the others. Be it in local or global. We will be able to gather all important and relevant
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