ALSO CALLED: One-to-one Marketing DEFINITION: One-to-one marketing (sometimes expressed as 1:1 marketing) is a customer relationship management (CRM) strategy emphasizing personalized interactions with customers. The personalization of interactions is thought to foster greater customer loyalty and better return on
… Definition continues below.
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DIRECT MARKETING DEFINITION (continued): … marketing investment. The concept of one-to-one marketing as a CRM approach was advanced by Don Peppers and Martha Rogers in their 1994 book, The One to One Future.
Only the term is new; the approach is almost as old as commerce itself. In the past, for example, proprietors of a general store would naturally take a one-to-one approach, remembering details about each customer's preferences and characteristics and using that knowledge to provide better service. One-to-one marketing seeks … Direct Marketing definition sponsored by SearchCRM.com, powered by WhatIs.com an online computer dictionary
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