ALEXANDRA SHIBINA

OLGA BUGROVA

RDDM 3-1

IT’S THE LITTLE THINGS THAT MATTERIT’S THE LITTLE THINGS THAT MATTER

a CRM strategy emphasizing personalized interactions with customers

targeting a product or service to an individual customer

Don Peppers and Martha Rogers ”The One to One Future”

speak of managing customers differentiating customers measuring share of customer developing economies of scope

1) identifying customers

2) determining needs

3) learn about customers

4) customizing products

to get to know the customers of a company

• to distinguish the customers by their lifetime value

• to know them by their priorities in needs

• segment them into more restricted groups

by which communication channel contact with the

client is best made

to personalize the product or service to the customer

individually

(c) Vasiliy Starostin(c) Vasiliy Starostin

Marketing is advertising Appeals to the masses Interrupting people to get them to pay attention

One-way: company-to-consumer Exclusively about selling products Advertising and PR are separate disciplines

(c) Vasiliy Starostin(c) Vasiliy Starostin

Marketing is more than just advertising You are what you publish People want authenticity People want participation, not propaganda

PR is not about your boss seeing your company on TV!

(c) Vasiliy Starostin(c) Vasiliy Starostin

1. Permission Marketing

Capturing e-mail addresses Social media logins

the information about customers’ friends, interests, and background

2. Cookie Creators

“follows” the customer wherever he or she goes

serves your ads to the customer on various websites throughout

the web

3. Recommendation Engines

suggestions based on products in which customers have shown an

interest in the past

4. Loyalty Programs

customers are asked to sign up for a loyalty card in order to pay lower

prices

5. Big data

customers are requested for a phone number or zip code to get one’s mailing address in order to

send “special offers”

• Lets the customer know that he or she has noticed

• Provides easy access to the types of products the customer has expressed interest in