re: ONLINE-ADS>> One-to-one

Carol Guttery (cguttery_at_poweragent.com)
Wed, 6 Aug 1997 09:54:06 -0700

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Tim Smith <tim_at_nrgpr.com> wrote:

>I'm curious to hear your thoughts on the Internet's promise
>of one-to-one marketing....I am a big proponent
>of targeted campaigns, and have had some success in
>reaching particular demographics, but is that really
>one-to-one? And are the tools there yet?

I would argue that the PowerAgent model is indeed 1:1 marketing. Users fill
out a detailed profile, providing not only demographic information but
interest in categories such as child health care, food/wine, movies and the
like. The users understand that they will be receiving information that
matches their interest so marketer solicitations will be considered welcome
rather than intrusive. Users also have the option to change their
preferences at will and block solicitation from particular companies or
product areas if they choose.

This notion of user solicitation is what make PowerAgent different from
direct mail, where offers are unsolicited and sometimes mistargeted
(evidenced by the mailers I keep getting from a local nursing home).
Detailed profiling makes PowerAgent different from mass media. But
profiling also distinguishes PowerAgent from programs such as FireFly and
Ultramatch which rely on assumptions about user behavior.

You can argue that true 1:1 marketing is as specific as sending one unique
piece of communication to one unique individual. But economies of scale
make that an unlikely proposition. But specific offers sent to people who
have asked for related information sounds pretty relevant to me.

I would welcome comments, argument and feedback.

Carol Guttery,
Director of Web Strategies
Poweragent
Cguttery_at_poweragent.com
650-614-7639
www.poweragent.com

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