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This year, almost 4 million expectant mothers will receive personalized letters about infant care from a disposable diaper manufacturer. A leading manufacturer of hair…
This year, almost 4 million expectant mothers will receive personalized letters about infant care from a disposable diaper manufacturer. A leading manufacturer of hair coloring products will send trial samples to regular users of competing brands. And at supermarkets across the country, shoppers will watch personalized advertisements for cookies, toothpaste, and coffee at checkout counters equipped with video screens. In these instances and countless others, advertisers are finding new ways to communicate with their customers that capitalize on and leverage the long‐term relationship between the advertiser and consumer.
Attempts to clarify the concept of affinity and to distinguish itfrom other marketing‐related terms. Gives guidelines for differentiatingthree general levels of affinity…
Attempts to clarify the concept of affinity and to distinguish it from other marketing‐related terms. Gives guidelines for differentiating three general levels of affinity groups, suggesting respective strategic implications. Offers a taxonomy for classifying sources from which types of affinity may emerge and provides a method for relating the affinity levels with the taxonomy in order to develop a marketing plan. Elaborates on future opportunities in the field.
Discusses niche and relationship marketing strategies as responsesto fragmentation of the mass market. Considers the differentperspectives of these approaches and how the…
Discusses niche and relationship marketing strategies as responses to fragmentation of the mass market. Considers the different perspectives of these approaches and how the two may be integrated into an overall marketing strategy. Concludes that marketers need to move from a top‐down approach of segmentation to a bottom‐up approach of aggregating individual needs, and an integrative relationship marketing system using a customer database is a way of doing so.
A new player has emerged to influence the buying behavior of customers – the webmaven. Marketers and product developers must take in account that webmavens now have a huge…
A new player has emerged to influence the buying behavior of customers – the webmaven. Marketers and product developers must take in account that webmavens now have a huge potential audience for their reviews of products and services. An active program of tracking, measuring and marketing to these influential infomediaries is likely to reduce the risk of unpleasant surprises. For many firms, marketing to mavens, hobbyist and rating sites may also prove to be a strategic and cost effective means to stimulate innovation and revenue growth.
Shows how marketing to mavens, hobbyist and rating sites can be implemented.
The good news for decision makers is that access to comments from webmaven websites can provide product managers with fresh intelligence on the failures and successes that customers are experiencing with their offerings. The bad news is that the negative feedback from just one or two influential webmavens can influence a brand's reputation, sometimes with the same dire effect as poor reviews in traditional media such as Consumer Reports or PC Magazine.
R&D – take advantage of Internet customer and user experience to research new innovations and develop new features based upon rapid and early user feedback. Product defect tracking – track user complaints, ratings and reviewer critiques about your, competitive and leading edge or deviant product usage to frame future product development. Market research – measure share of mind on the Internet, in traditional media, at rating sites, at review sites. Maven management – pay special attention to the heavily involved user and hobbyist sites.
Alerts managers to the power of these new market influencers and provides a how‐to guide for marketing to webmavens and other infomediaries on the Internet.