NONE: Re: ONLINE-ADS>> One-to-one
Re: ONLINE-ADS>> One-to-one
Ivan Weltman (ivan_at_tudogs.com)
Thu, 7 Aug 1997 16:22:26 -7000
Bob Schmidt wrote:
> The concept of one-to-one marketing actually dates back to the 1970's and
> Foote Cone Belding in Chicago. It was hatched as a description of the kind
> of brand advertising FCB liked to produce. It actually has nothing
> whatsoever to do with the Internet. However, it has been remade into a
> buzzy sort of idea and elevated to ethereal heights by so-called Internet
> marketing experts -- "marketeers" . Keep your nonsense detector on at all
> times and set it to full blast when around these types.
>
> Those who seek one to one should hire a salesman. Marketers and advertisers
> excel at one to many, a model perfectly suited to the Internet despite the
> protestations of the so-called experts. Any Internet marketing expert who
> doesn't understand and embrace the mass marketing characteristics of the
> Internet is no expert at all.
My goodness! Strong words indeed. At the risk of having 3000 nonsense
detectors turned my way I'd say Bob is dead wrong.
Wrapped up in the notion of mass marketing is selling one widget to
millions. Maxwell House Instant Coffee. Henry Ford's 1919 Model T
Ford. Coca Cola (once upon a time). About 30 years ago the notion
that people are different and have different needs dawned on
marketers and the age of variations arrived, so that 4 or 5 flavours
or models were offered - still mass marketing but to smaller masses.
Wrapped up in the notion of one to one marketing is the notion of
satisfying individual needs, a customized product or service which
delivers exactly what I want - which may be different from what
anybody else wants.
While the internet is fine for mass marketing it's also ideal for one
to one marketing - that's what interactivity is all about. Consider
online banking - Bank of America is probably the ideal example. I can
pay my bills, deposit my money, build my investment portfolio. My
account is uniquely mine. Yet they can handle millions of accounts,
online, on a one to one basis.
Consider computers. If I can choose, online, from 3 keyboards, 3
towers, 4 monitors, 6 processors, 6 printers, 3 scanners, 4 sound
cards, 6 RAM configurations, 5 hard drives 3 CD players, and 4
operating systems, and I include the zero choice (I dont want a
keyboard) then I can choose one of 65,856,000 DIFFERENT computers.
It's as simple as boiling eggs if one has an interactive form, and my
unique PC (well named) is on its way in 24 hours.
Come on! Let's recognize what we've got here - and let's use it: How
about One to One to Millions?
Ivan Weltman
TUDOGS: The Ultimate Directory Of Gratis Software.
http://tudogs.com
International Clipart
http://206.17.131.23
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