Travis, D., 2000. Emotional
Branding. California: Prima Publishing.
'We've literally just moved from an age of mass marketing to the age of mass customisation. It's now possible for brand's to communicate with their customers one-to-one.' p.126
In Enterprise One to One (1997), Don Peppers and Martha Rogers write, "Information technology makes three important new capabilities available to businesses. The database allows you to tell your customers apart and remember them individually. Interactivity means the customer can now talk to you. And mass customisation technology enables businesses to customise products and services as a matter of routine". p.126
According to C.K. Prahalad and Venkatram Ramaswamy, writing in the Harvard Business Review (Jan/Feb 2000), there is a difference between customisation and personalisation.
Customisation assumes that the manufactuer will design a product to suit a customer's needs.
With personalisation, however, the customers becomes a co-creator of the content of the experience. More and more customers want to play this role. p.127
Brands can engage in one-to-one marketing to create formidable customer loyalty (paraphrase from p.127)
Amazon Case Study - Having a data history of what interests you, they can actually suggest related books or music. p.128
Building a brand in the mass customisation age is about
building a reputation. P.144
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