The Transition From Traditional To Customer-Targeted
Technology has revolutionized the way we do many things in society, but its impact on business is phenomenal compared to the changes it has wrought over the past twenty years. One of the most significant changes involves the process of marketing and customer-relations. Traditional marketing approaches were difficult to segment because of the modes of advertising and data tracking. Conventional advertising methods are costly and there is no guarantee the targeted audience will view or hear whatever mode of advertising is used. Further, traditional mass mailings are expensive as are potential client lists. Technology has revolutionized advertising and customer-targeting is now the catch-phrase of the industry as new modes of advertising and marketing are less expensive than traditional modes and individual customer data-tracking is simple and effective. For example, Amazon.com keeps track of its customers purchases and preferences, and every time they use the Web Site the company offers them other products or services that are customized to their particular needs. Further, many of these companies are willing to give shoppers some incentive or premium for referring other clients to the company via email addresses. The transition from traditional marketing to customer-oriented marketing specifically requires a technological foundation. Companies need Web Sites, a method of advertising their Web Site, and sophisticated design technology that allows for optimal data-tracking of individual customers. This analysis will focus on technology designed to achieve this transition and companies that are using it effectively as a means of demonstrating how a firm can make the transition from traditional marketing approaches to customer-specific marketing.
American Express, Sears, British Airways and other companies have made a transition to one-one-one marketing. American Express b...