Ready for One-to-One Marketing?

One of the critical new skill sets for agencies is the ability to move from mass messaging (high volume mass communications with imprecise targeting and no personalization) to mass customization (precisely targeted personalized messages deployed based on analysis of real-time behavior). 

To assess your firm’s readiness in the one-to-one world, ask the key people in your firm to rate the following questions from 1 to 10, with 1 representing "Strongly Disagree" and 10 representing "Strongly Agree".

After collecting and tabulating the responses, apply the following scale to evaluate the results.

Average rating of 8.5 or above = Excellent
Average rating of 6.5 to 8.4 = Good
Average rating of 4.5 to 6.4 = Average
Average rating of 4.4 or below = Poor 

    

 Rating
1. We have tools and methods for sophisticated market segmentation.

 
2. We know how to collect and analyze behavioral targeting data.

 
3. We have the ability to skills to track and analyze real-time customer behavior.

 
4. We have the necessary tools and resources to identify the real drivers of purchase.

 
5. We have a well-developed process for mapping the customer journey.

 
6. We understand the difference between message development for mass channels and one-to-one channels.

 
7. We are as good at getting prospects to the right online destination as we are in creating the destination.

 
8. We understand the art and science of keywords and can help clients continually optimize their keyword strategy.

 
9. We can place messages based on individual behavior rather than just mass media habits.

 
10. We have a marketing optimization process that allows us to continually test and learn.

 
11. We can provide marketing automation services that direct consumers through the optimum purchase process.

 
12. We know how to deliver one message to one prospect at a time using digital media platforms.

 
Total  
Average Rating (total score divided by 12)  

Questions or feedback? Contact us.

Copyright © 2011 Ignition Consulting Group, Inc. Terms of Service