Defined as concisely as possible, one-to-one marketing is nothing more complicated than treating different customers differently. To practice it, a business must track a customer's identity, interact with the customer individually and customize some aspect of its behavior toward the customer. When marketing competition like this takes place, at the atomistic level of the individual customer, a business has an opportunity to create immense customer loyalty--one customer at a time.
There are four critical steps that can be used to implement a one-to-one marketing program. Although these principles are generally listed in order of increasing difficulty and complexity, there is often a good deal of overlap.
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