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

Jim Sterne (jsterne_at_targeting.com)
Thu, 7 Aug 1997 08:54:16 -0800

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At 10:53 PM -0400 8/6/97, Bob Schmidt wrote:

>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.

>No one can afford to rely on selling one customer at a time.
>It's just too expensive. The Internet is not a magic charm that will make
>this go away.

Jacking in from the so-called-expert port (with apologies
to Brock Meeks).

Bob, Bob, Bob. Where to begin? Probably best to keep this
extremely
short.

How do you reconcile, "Those who seek one to one should
hire a salesman." with, "No one can afford to rely on
selling one customer at a time."? Face to face is the
single most expensive selling/marketing method we have.

Also: the Internet is the exact opposite of "one to many."
It excels at many to one. It's great for many people coming
to see your message and it totally sucks at mass marketing
a message out to the masses. The term for that model is, "spam".

At 4:22 PM -0800 8/7/97, Ivan Weltman wrote:

>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.

The magic charm of the Internet is not found in the marketing
but in the technology. One-to-one marketing becomes possible
through databases and communications.

>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.

Bingo.

----------------------------------------------------
Jim Sterne http://www.targeting.com
jsterne_at_targeting.com Target Marketing
Author: "World Wide Web Marketing" 805-965-3184
and "Customer Service on the Internet" Consultant
====================================================

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