• The learning relationship – continuous dialogue is established to respond directly to the needs of the customer. • Incentive for and convenience in establishing the dialogue[r]
Trang 1Relationship Marketing Using the Internet
Week 10
Trang 3Basic Concepts
Mass marketing
Relationship marketing One-to-one marketing
Mass customization
Trang 5The One-to One Future
Focus on share of the customer rather than market share by increasing the revenue from customer as far as possible
Focus on customer retention, which is more cost
effective than acquisition
Concentrate on repeat purchases by cross- and up- selling
To achieve the above use dialogue to listen to
customer needs and then respond to them 1n order to build trusting and loyal relationships
Trang 6Interaction — continued dialogue is necessary to
understand both the customers needs and strategic value
Integration — integration of the relationship and
knowledge of the customer must extend throughout all part of the company
Integrity — essential not loose the trust of the customer
Trang 7Technological Possibilities of the
Trang 8Benefits of the One-to-One
Approach
No acquisition costs
Less need to offer incentives such as
discounts (although desirable)
Less price sensitive
Loyal customers will recommend the company to others
Individual revenue growth occurs as trust increases
Trang 9One-to-One on the Internet ¢ Target more effectively
¢ Increase depth, breadth and nature of relationship
¢ Lower cost
Trang 10Achieving the goals
Using technology to achieve mass customization of the marketing message and possibly the product
The learning relationship
— Product evaluations
— Questions asked through forms and emails — Online feedback
— Summary of products purchased
Incentives and convenience in establishing the dialogue Acknowledging the privacy of the customer and the
demands on her/his time
Trang 11Achieving One-to-One Marketing Online
Attract customer to site (acquisition) Provide incentive
Capture customer information to maintain relationship
Maintain dialogue consistent with customer’s profile
Trang 12Marketing Devices
Loyalty schemes
News about a particular industry
New product information and price
promotions
Industry-specific information to help the
customer
Personal reminders Customer support
Trang 13Technologies for implementing One-to-One
Web page personalization E-mail
Push technology Databases
Virtual communities
Trang 14Integrating the Internet and
Direct Marketing
¢ Outbound telemarketing — cold calling
¢ Inbound telemarketing — sales lines and care lines for goods and services to
response handling for direct response campaigns
¢ Call centers