This thesis presents the hypothesis that the diversity of today's consumers can no longer be satisfied by one direction of simplified marketing. Earlier marketing strategies have targeted general groups of people. However, with technological improvement and growing wealth, people now have diverse lifestyles and consumption styles. The development of new media and the internet make it possible to collect information about people's lives and consumer habits. Based on these fixed information, we can market to consumers un-fixed form of people ﾕ s desire one by one.
History of Consumption
Pre- Industrial craft before mid 1800 At this period , crafts were made in the small village. Therefore, manufacturer exactly know the customer’s demands.
19th Century-industrial revolution
The industrial revolution occurred late1800 and early 1900
The development of railroad enlarge the boundary of consumption
Throught the industrial revolution, the middle class were shaped, they were become a important part of consumption.
People gathered their wealth
20 Century-mass media
In the 20th, such a newspaper, magazines, book and television, the mass media had developed.
Mass media designed to real a large audience.
Also, started in 1960s the computer networks system, internet, had been form in the mid 1990s.
Heavily influenced by mass media, Pop culture was appeared, and follow those pop culture people purchasing similar products to stay in mainstream.
marketing of products or services over the Internet
Diversity of lifestyle
Become a importance of personality
Current example of individualmarketing
suggestion other products base on the information of other customers’ choices.
Not build exact individual format yet.
Starbuck twitter marketing
Starbucks' 5.7 million Facebook fans and 775,000 Twitter followers could be tougher for a dental-floss brand. "Maybe we have an unfair advantage because in so many ways Starbucks and the store experience is like the original social network
secret to Starbucks' social-media success is, at least in part, the fact that it plays it cool. "It's not like we started our Facebook community, got to a million people and started pushing offers at them," he said. "We built up a community of people who enjoy engaging with our photo albums from our trip to Rwanda, who loved to have these shared moments around their favorite drinks." Then, fans started asking the company what was going on, and how they could be included.
M&M’s Face book marketing http://www.facebook.com/mms?v=photos&ref=mf#!/mms?v=wall&ref=mf
Perspective of people
After the industrial revolution over supply of products
Growing personal wealth
Diversity of life stlye
People are sick of one direction of mass media marketing-commercial & 몰개성
Benefit of individual marketing
Emotional satisfaction become a key of consumption than Objective consumption-individual marketing can fit in this aspect
Those emotional satisfaction keep long-term customer retention and lifetime values
One to one marketing will be able to communicate directly with customer.
Background of desire one to one marketing
I-phone application which announces your due to purchase daily necessity based on past your purchasing habbit.
For example, I have bought toilet paper per months, the I-phone application will give a notice to me before out of paper.
Other example is I order the 6 bottles of 2 gallon water every two months, the application will show the pop up notice after 2 months.
Also, it show you the cheapies site at the moment.
It would be helpful busy working mother or everyone, who don’t have enough time to check daily necessity. Before they run out of items they can order on-line easily.