You likely already have the ingredients for an effective one-to-one marketing strategy. It’s a matter of combining them to create a delicious recipe.
Know your customer
Much of the information you’ll need you’ve hopefully already built, and that marketing strategy will feed into your one-to-one marketing strategy.
The more you know where customers find you—whether a website, social media, a mobile app or an e-newsletter—the easier it will be to decide where to invest in tools to personalize their experiences on those channels.
And the deeper you understand the needs of customers, the more effectively you can speak to them on those channels. These conversations will give even greater insight into their motivations and how you can guide them to better solutions for their challenges.
You can take the personas you’ve developed around your customer base and start sharpening the focus on those segments. Then drill down closer and closer to the individual level.
The right tool for gaining these insights depends on the results you want to drive. You may decide to use personalized emails to drive website traffic or apps that can direct customers to the store that’s nearest their location. You can also bring customer service support to social media to increase engagement.
Know your capabilities
Start with the technology you have when considering a one-to-one marketing strategy.
For example, your restaurant point-of-sale system can be a workhorse for your data collection operations, filling in details about your customer’s name, location, purchase history and how often they purchase.
Not everybody has the same resources as a multinational corporation. For some businesses, one-to-one marketing looks like a couple of lines in an email that are specific to an item your customer is interested in. This is a great start.
As time, budget and staffing allow, that data can be the foundation of a one-to-one strategy that encompasses your website, too. Social media monitoring tools and other strategies, like gated content that elicits information from visitors before allowing them to download the content, can bolster the data you collect from other sources.