Digital one-to-one marketing allows businesses to do what traditional advertising and communication channels can never do. It allows them to build a dialogue with their customer. A research driven, long term one-to-one strategy however, goes one step beyond – it deepens the dialogue with every new interaction, learning more about the customer, offering more and more relevant messaging, and developing a lasting customer relationship.
I would add that there is an important aspect that is being considered and debated by the marketing fraternity: are the behaviours that we measure really comprehensive enough? Where do we measure the positive feeling towards a brand resulting from a good experience – be it a to a message or a transactional experience? And where do we measure the translation of this goodwill or happiness-glow to sales – because this translation does happen – we can be sure of that.This is the secret sauce and uncontrollable element that creates the unique success story for a marketer. This is really the unknown and uncontrollable aspect that we are all trying to narrow down and keep to a smallest area possible through all our measurements! In short, are we still measuring the most critical aspect or in other words, can we measure the most critical aspect?