InfoCision’s one-to-one marketing

One-to-one marketing is a CRM strategy that emphasizes personalized communications with customers.  Telephone marketing is the purest form of one-to-one marketing because it allows you to get feedback from consumers during and after each transaction.  The telephone is also the best place to use business intelligence to construct a customized message and to target specific segments of the population.  With advanced script-on-screen technology, the data drives the initial message and through open dialogue with your customer, the message is controlled yet personalized to each individual.

“One-to-one marketing is simply custom tailoring offers to customers based on their wants, needs or buying profile,” says Infocision’s Chief Marketing Officer Ken Dawson.  “It is the exact opposite of mass marketing, like on TV, where the same message is beamed to a wide assortment of people with little regard for preference, demographics and behaviors.”

“It works with anything you sell.  Outbound, you can avoid targeting people who will never respond or modeling to create a prospect list.  Inbound, you can use targeted messaging to up-sell or cross-sell.  It works for all kinds of products and services.”

One-to-one marketing and business intelligence

InfoCision Management Corporation’s Business Intelligence Group is comprised of our account staff and a highly advanced database of public consumer information.  Our consumer database houses information from across the entire United States and contains unparalleled demographic detail on consumers and analytical information such as purchasing behavior, attitudes and lifestyles.  The Business Intelligence Group can help you reach out to your customers through one-to-one marketing.

Demographic data overlays

The best way to target your message is to look at a customer’s past experiences with your organization and then overlay that data with demographics.  This allows you to tailor a message that will encourage customers to buy.

The demographic data of your past customers allows you to create a model prospect for your message or new product.  This enables you to measure the frequency in which each demographic point occurs, then you can pull everyone from our consumer database who is within certain demographic parameters of past consumers.

Knowing a prospect’s profile is what makes the phone such an effective marketing tool.  The flexibility of a one-to-one sales pitch allows you to communicate with customers based on their needs.  Each offer is determined based on what is known about the consumer and how they respond, making it the best way to achieve one-to-one marketing.

 Back to Issue 7 / November 2007