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For years our industry has talked about true one-to-one marketing. It's the end result of all our database marketing expertise. Well, some B-to-B catalogers are still talking and not doing, making me wonder how they continue to survive.
Here are some of the better examples of one-to-one marketing I've seen recently:
The bottom line is that this technology has existed for some time, yet so many B-to-B catalogers continue to treat all customers in the same fashion, with little regard to profiles, shopping behaviors, past purchases or stated interests. Then those same businesses often wonder why their response rates are falling.
So, where does your business stand when it comes to one-to-one marketing effectiveness?
Click on the “Post a comment” icon below or e-mail me at TerryJ@AbilityCommerce.com and/or post your comment on this site.
Terence Jukes is president of Ability Commerce, a 140-person firm that designs, builds and runs e-commerce and related marketing programs for catalog companies. He can be reached at TerryJ@AbilityCommerce.com.
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