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One-on One Marketing in a digital age!

By Jeff Bressler for CEOWORLD Magazine Updated:May 13, 2009

Successful e-mail marketing has become pretty complacent. If you have a compelling message, a great product, a slick look to your e-mail and stay out of peoples spam boxes things might be working out well for you. But how do you go one step beyond to increase profit?

Please remember that your e-mail lists and customers aren’t always staring at their email inboxes. Rather, they’re also posting, texting, watching, commenting, and they also, believe it or not, step away from the computer sometimes!

To partake of a number of multi channels you must participate in digital one-to-one marketing. This marketing concept means crafting an experience for an individual consumer across multiple channels that guides them to a desired action.

If it’s done correctly, a customer might not even realize that the experience was created by a marketer. Offline and online, you can create campaigns that include not only email but also text messaging, social networking, video, print, outdoor advertising and so on.

Here are some tips on how to engage in one-on-one digital marketing -

Start Small

Email is proven. Channels like text messaging, voice messaging, RSS and social networking have not been explored, optimized, or tested in the same ways as email marketing. By starting with a simple mobile originated text campaign that somehow links to your email campaign, you can gauge your customer’s interest in communicating via that channel.

For example, you could ask that consumer to text their email address to a short code and receive a welcome email or email coupon as a response. If you don’t want to start with text, consider social networking or using a Web experience that subscribers can find when they click through from an email campaign.

Take time—make time—to try a small campaign and gauge results.

Strategize

After you’ve tried out a small one-to-one campaignclhat includes more than an email, consider how you might take it to the next step. Ensure that you have a goal in mind and measurements in place to review effectiveness.

For example, you might ask customers to click from an email to a personalized, dynamic Web site/URL that populates with offers or content specific to their interests. Or click from a social-networking call-to-action to a web form that, when completed, triggers an email or voice message to them.

When you extend your data and personalization beyond email, your customers will see something that appeals to them not only in one channel but across multiple resources.

One-to-one marketing again is about delivering the right message to the right customers at the right time and through customer’s preferred channel. Email isn’t always that channel, but it is a piece in the puzzle. Push forward with that small one-to-one campaign that links up one or more additional messaging channels.

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Editorial Staff: By Jeff Bressler (news@ceoworld.biz)

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