One-to-one Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time - Softcover

Über die Autorin bzw. den Autor

Cliff Allen is President of Guest Track, Inc., a personalization software company.

Deborah Kania is the chief marketer at Lens Express, a leading direct marketer of eyewear, and an experienced Web marketer.

Beth Yaeckel is Vice President of Product Development at SciQuest, an operator of e-marketplaces and supply chain solutions.

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Excerpted from One-to-One Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time, Second Edition

by Cliff Allen, Deborah Kania, Beth Yaeckel.

From the Foreword

In 1991, we were inspired by the introduction of Regis McKenna's book, Relationship Marketing (Addison-Wesley, 1991). In his book, McKenna discussed the age of customer-centered and knowledge-based marketing. Then the marketing floodgates opened in 1993 with the best-selling book, The One to One Future written by Don Peppers and Martha Rogers (Doubleday, 1993). At that time, Peppers and Rogers discussed the combined future of marketing and technology and described one-to-one technologies of the future. They discussed the characteristics of one-to-one marketing using individually addressable technologies and mass customization. Even though their book was written before the existence of the World Wide Web, they described technologies that sounded very much like what we now know as the Web.

In this chapter, we provide an overview of relationship and one-to-one marketing concepts. We set the stage for putting these concepts into action in your Web development and marketing efforts. The most important thing to remember when thinking about and implementing these technologies is that technology by itself will not make you successful on the Web. It is the balance of your company's best practices and the creative implementation of the technologies that will make your site a success.

Time Flies When You're Having Fun

When we wrote the first edition of this book, the Web was embraced as a promising new medium. Well, the Web is here to stay. Wow, we got here quickly, yet we have a long way to go to realize the full potential the Web offers in terms of building customer relationships. Morgan Stanley's technology research report, Advertising Report (HarperBusiness, 1997), showed how long it would take for the Internet to reach 50 million users relative to other communications media:

Radio 38 years TV 13 years Cable 10 years Internet 5 years (estimated)

The worldwide Internet user population now is more than 300 million and is expected to more than double by 2005. For both consumer and business industries, the Web is now a legitimate channel for communication and commerce.

In 1997, IDC predicted the Web population would grow from 50.2 million in 1997 to 174.5 million in 2001. The latest estimates show the Web population at more than 300 million in 2000.

According to Forrester Research, total U.S. e-commerce was $110 billion in 1999 and is expected to reach more than $1.3 trillion in 2003. Of the total e-commerce transactions in 2003, $110 billion will be business-to-consumer (B2C) transactions. In 2003, offline B2C transactions will be $7 trillion, and offline business-to-business (B2B) transactions will be about $13 trillion.

In 1998, there were more than 191,000 active B2C Web sites in operation according to ActivMedia. In 1999, there were more than 696,000.

As you can see, the Web is far ahead of the past predictions, and the Web is still growing at a rapid pace. While the Web has been growing, clever marketers are experimenting, creating new marketing models using the Web medium, and figuring how the Web fits into the overall marketing mix. Also, marketers are creating methods to tailor messages to target markets, market segments, and even each individual Web customer.

What Is One-to-One Web Marketing?

Fundamentally, one-to-one Web marketing is the practice of tailoring messages, services, products, and promotions to an individual Web user. Don Peppers and Martha Rogers introduced this marketing technique when they wrote The One to One Future in 1993.

One-to-one marketing is not a new concept in the physical world. Nordstrom's, an upscale department store, has a personal shopping service that helps customers buy clothing that best suits their lifestyles, jobs, and personal tastes. Web sites, online stores, and online information services are taking cues from services like Nordstrom and are leveraging information technology to bring one-to-one services to the online masses.

To see what the future holds for marketing on the Web, let's review how one-to-one marketing is different from other types of marketing:

* Mass marketing. One-to-all or one-to-many communications without specialization of message or medium.
* Target marketing. One-to-many or one-to-few communications with specialization of message and medium for each identified segment of the whole market.
* One-to-one marketing. One-to-few or one-to-one communications with individualized message and medium for each highly targeted market or individual customer.

There are many good marketing experts with significant ideas about marketing on the Web. For our book, we focused on relationship, one-to-one, and loyalty marketing ideas. We selected notable experts in each of these fields. We hope that we do justice to applying their great ideas to the Web. First, we will provide you with a condensed version of the key concepts.