Compare and contrast traditional mass marketing and one-to-one marketing. What is the primary goal for companies that adopt the one-to-one marketing approach?
What will be an ideal response?
One-to-one marketing is an individualized marketing method that utilizes customer information to build long-term, personalized, and profitable relationships with each customer. The goal is to reduce costs through customer retention and increase revenue through customer loyalty. The difference between one-to-one marketing and the traditional mass-marketing approach can be compared to shooting a rifle and a shotgun. If you have good aim, a rifle is the more efficient weapon to use. A shotgun, on the other hand, increases your odds of hitting the target when it is more difficult to focus. Instead of scattering messages far and wide across the spectrum of mass media (the shotgun approach), one-to-one marketers look for opportunities to communicate with each individual customer (the rifle approach).
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Indicate whether the statement is true or false
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