Re: ONLINE-ADS>> One to One

J. Michael Holmes (Cybershark1_at_worldnet.att.net)
Sat, 9 Aug 1997 00:39:01 -0000

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Hello everyone,

I would like to add a few comments to this discussion -- which seems to be
viewed as an either/or situation. Let me begin by saying that I am not a
marketing expert. I am the VP of a small business involved in website
design and direct computer sales, and partner in a management consulting
firm. I've been involved in the computer industry since 1979. I'm one of
those guys who have to figure out who's advise to take when opinions vary.

Bob Schmidt writes,

>Again, as any marketer knows (you don't even have to be an
>expert) while each individual may perceive himself to be
>unique, in fact, when looking at the whole market,
customer wants and needs lend themselves to grouping.

These comments are self-evident. If not, we could not afford to form
companies to sell products and services.

> But you are confusing service mix and service delivery
> with marketing mix.

Perhaps, but isn't service an integral part of the marketing plan? Fast,
effective, highly individualized service generates repeat sales and
stimulates word of mouth advertising (which is part of the marketing mix).

Shane Lennon writes,

> The idea of one to one web communication requires skilled
>database design and > custom applications running off the
>database.

> The business manager usually has to re-think his/her
>business if he/she > wishs to really move towards a one to
>one web communications model.

Depends on th size of your customer database. Many small businesses
conduct effective one to one communication with little more than a contact
list and an email account.

Here is my point. Both targeted marketing and one to one marketing are
possible and effective on the Internet. When a consumer comes to your
website and fills out your form, hits the "reply to" in your emailing, or
otherwise initiates a dialog, then one to one marketing can take place.
However, targeted marketing (banners, emailings, etc.) must be used to make
the initial contact with him/her -- otherwise, no dialog can occur.

I don't think it is really a question of whether or not the net lends
itself to either type of marketing, but whether or not it is an effective
medium for your particular business.

Perhaps I am oversimlifying things, but I'm always suspicious of either/or
propositions.

J. Michael Holmes

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