Ink & Bytes – What is 1-to-1 Marketing?

By: Andrew Glover
May 22, 2019

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IMPORTANT NOTE: This transcript has been provided by an AI speech-to-text program. There may be some discrepancies between what was said and what this transcript shows. 

Hello everybody. Welcome to ink and bytes. Your one-to-one marketing tips for marketing professionals. My name is Andrew Glover. I am your host of ink and bytes and this is Episode 1 of what we hope to be a quite interesting and unique take on webinars and podcasts. Taking the two and marrying them together. Before we start I want to share a little bit about myself. I’m a market professional with ten years in the marketing industry. I like to consider myself a solutions architect. I’ve been around marketing both on the tactical and doing creative design doing photography doing web development data analysis and all those kind of tactical skills that are really vital to marketing. And I’ve also been on on the strategic in working with CMO those working in my present position at that time marketing solutions as a V.P. of marketing strategy. So I bring a unique mix of both strategic planning and kind of tactical execution and that’s what I’m hoping to share in these marketing webinar series. So each webinar or podcast if you will. I’m hoping to be five 10 minutes most in share. Can I bite size tips to help you understand different marketing activities and trends and topics that really can really benefit your business. So for our first episode we are going to be talking about one to one marketing. Before we start I think that we need a classification of terms what is one to one marketing. There’s a lot of marketing strategies out there and they go by a lot of different names. You got inbound marketing which is championed by organizations like HubSpot. You have traditional outbound initiatives B2B marketing business to business business to consumer traditional all these are all great marketing strategies but they’re all dependent on marketing channel.

So for instance when you’re B2B you have a lot of sales people, B2C you have channel dependents like social media marketing inbound you typically it’s content based marketing. So these marketing strategies are tend to tend to be channel specific. However one kind of classification out there is what I would like to refer to is one to one marketing and one to one marketing is Channel independent. So what that means is we like to talk about marketing as it relates to an individual rather than marketing as it relates to a channel one to one marketing or individualized marketing is a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to their current or prospective customers. So that I’ve seen it written a lot of different ways it’s one how one marketing with a kind of colon in their direct represent like a ratio one to one marketing with the hyphens spelled out personalized marketing has also been referred to in some of the literature out there it all refers to the same thing understanding that marketing is not channel dependent. Marketing is a communication strategy that individualized is the message to the consumer. So what does that look like so one to one marketing goes beyond personalization. It becomes what I consider individualization. We’ve all gotten letters in the mail say Dear Andrew Dear John. And that’s the extent of the marketing message right. Is that you get the personalized letter. You know it’s addressed to you but then it goes onto a spiel that may not pertain to you. So it is mostly simplistic form marketing makes direct appeals to his target audience. Marketing makes direct appeals to its target audience using personalization one to one marketing is not however simply replacing dear friend with your job.

Wonder what marketing is the act of creating personalized appeals based on characteristics and behaviors of that target recipient. So for instance if I join or donate to the Red Cross there’s lots of different ways that I can donate to the Red Cross I can donate my time as a volunteer I can donate my blood as a donor I can donate financially. And those are all three different donation activities that classify me as a donor at the Red Cross. Well if I donate blood I do not want to be necessarily hit up to donate time or donate money. You know I might not be in a specific economic class to where I can even donate money but I’m more than willing to donate blood. So marketing personnel need to understand that you know we shouldn’t be sending those solicitations for donations of financial assets maybe we should be letting them know. Thank you so much. Andrew Denk. Thank you so much John for donating your blood. Here’s how much blood you’ve donated so far this year. Keep up the good work. Your next donation event is on X Y Z day. Well now it becomes relevant. Not only am I getting a personalized appeal whether that’s in an e-mail format whether that’s in a letter that’s going to the recipients mailbox it knows OK it’s addressed to Andrew it has Andrew’s statistics he donated X number of liters of blood. It says Thank you for that donation. And it invites him to the next location nearest his his address to to donate again and to increase that and wonder what mark and it goes well beyond just your static. Thank you for donating blood. That’s that’s easy but knowing OK he donated X amount of blood maybe providing a chart or a graphic and all of this is possible because it uses a great technology base.

So one to one marketing does rely on certain technology elements at the core is data. Data drives all one to one marketing activities. It requires a customer relationship management system a CRM system depending on which channel of one to one marketing you’re using. You might require a content management system a CNS system marketing automation tools here about him. We use a tool called Mind fire for for tracking and triggering elements. But there’s Marketo out there there. There’s Adobe has a great marketing automation platform. There’s lots of marketing automation tools out there. But the honest truth is is sometimes you don’t need those tools. Sometimes you can work with basic excel and basic database processing tools so you have Excel for. For Apple users that will be pages for Google users that will be sheets and technically you can build data sets using these most simplistic spreadsheet platforms. The point is is that you have a technology underlying those marketing efforts and you’re building really great market segmentation that you’re tracking the users engagement with your organization and then communicating and appreciating and informing that user about your organization. Based off that information it becomes a really individualized approach to marketing and makes them feel valued. So the first part is technology. The second really important part of one to one marketing is your storytelling storytelling kind of is is the way that you make that appeal you have your your information on your donors. Now how do you craft your story in a which way that makes it appeal. The best storytellers know their audiences. You as a marketer now have an audience of one. You don’t have an audience of thousands. You don’t have an audience of hundreds of thousands or for a larger organization millions instead.

That story teller now has is a. Audience of one. You marketers are storytellers at heart. So how does your storytelling change no your audience narrows from hundreds of thousands to one individual so part of that is knowing your market and knowing that you are platform agnostic. This storytelling can happen on multiple platforms it doesn’t matter whether that storytelling is done on a print medium whether that’s a thank you letter or a direct mail postcard solicitation or whatever or digital you don’t email type platforms e-mail super easy to use. Let’s use it. But let’s not clutter our audiences email or inboxes. Let’s make something that’s relevant to them. Social media. There are great ways to be able to target social media audiences office segmentation whether that’s matching your audience to an email list. You know if you have a CRM system you tie a user to an email you can then upload that email list to your social media platform to target ads based off of that specific thing. You can also use cookies all socially for ways to segment your data and match Social media users back to your list. Communicate that it is a matter of is B to C B this B2B it’s platform agnostic it’s a different way to do marketing so that kind of wraps up I’m pushing 10 minutes here. Yeah. Mark one to one marketing is a different way to consider how to approach marketing. Marketing is no longer you broadcasting. You know we like to use the term spray and pray. We are no longer spraying a message out there and praying that people respond to it. Now we have the tools and we have the ability and really we have the responsibility as as marketing professionals to build content that matters and content that our consumers want to engage to.

So that is one-to-one marketing big thanks to Valtim Marketing Solutions. Who is sponsoring this webinar series about him. Has 30 years in data management and has been working in one to one marketing for well 30 years they’ve been doing big data since before big data was a thing the process two and a half million data records every month. They have a fantastic print facility that can process sixty five thousand pieces an hour with ninety nine point eight percent accuracy. So big thanks to them. Thank you guys and have a great day.

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