Re: Discussion - the impact of Individual data on Marketing Re: Discussion - the impact of Individual data on Marketing> Roger James writes:
>
> > For example the classic approach to advertising has been to
> > progressively focus the advert to the audience by techniques such as
> > socio-economic class, age, location etc. As a simple example it
> > tells me that on average people who like in my street are likely to
> > buy a Volvo - this focuses the advert from say the 1% hit rate
> > typical of a national newspaper to (say) 3% for a local leaflet
> > campaign.
I would aver that this isn't "classic marketing" but database-oriented or
database marketing, which moves from "mass" or image marketing, to a more
targeted and measurable method. (The kind of marketing written about by
Rapp and Collins in {Maximarketing}, in the myriad of books on database
marketing (which comes out of the direct marketing paradigm), in Peppers
and Rogers {One-to-One Future}.)
The net offers a way to do more of this, by providing self-targeted people
with lots of extra information to make up their own mind, and many ways to
build the value of the relationship -- just like the GE Answer Center does
for GE products with a 24 hour 800 service.
However, because it's unlikely that marketers will be able to send
unsolicited "e-mailings" to prospects (maybe people will be able to set up
mailbox flags allowing unsolicited ad-mail, or will get other enticements)
the Internet will likely be a complementary promotion/sales channel to
other methods.
Richard Layman
Computer Television Network
rlayman@capaccess.org