David Schwab

One-on-one marketing

The Internet, targeted cable commercials, niche magazine ads, and direct mail have all become marketing staples in the effort companies are putting forth to establish a one-onone relationship with their customers and potential customers. The theory behind this personalized approach is that as consumers have more choices and competition is intensified, people will be more likely to base buying decisions not on factors such as price and convenience (which are being neutralized), but rather on emotional comfort and level of attachment. If a company can make a customer feel like there is a mutual and appreciated relationship, the thinking goes, the customer will have a comfort level that will encourage buying and earn loyalty.