Continuing Power of Mass Advertising Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

For several years, marketers have been intended to cover one-on-one marketing, and offer micro-segmented customers customized products and services through targeted outreach. While the "market of one" approach can pay off, the authors say, it requires a significant investment up front, including: implementation of customer relationship management software applications, filtering, amplification and purification of customer data and personalization of communication (e-mail, payment , suggestions and so on). These activities take time and coordination of multiple parts of the organization (marketing, customer service, sales, information technology), which can be difficult for companies looking to quickly respond to changes in the environment. In addition, these systems are often produced disappointing results, because their use has not been well integrated with the corporate strategy. In addition, micro-marketing strategy, by itself, is too narrow. The company has not yet reached a broad group of people with messages that do not depend on the decision of a person to open an envelope (either virtual or physical), pick up the phone or click on the field. But the broad-based broadcast media is inefficient and expensive. Fortunately, there are alternatives, such as a one-to-one targeting and broadcast a 30-second TV spot. Author's research on trends in the costs of marketing and customer relations to advertising features four strategies are available for companies who want to reach large groups of people without violating their marketing budget. Strategy lavishly illustrated with examples from Nike, Microsoft, UBS, Delta, Sony, Procter & Gamble, Citibank, Nextel, Honda, Nokia, and McDonald's, among others. "Hide
by Paul F. Nunes, Jeffrey Merrihue Source: MIT Sloan Management Review 9 pages. Publication Date: January 1, 2007. Prod. #: SMR236-PDF-ENG