CRM:
Targeting: refers to directing marketing communications to individuals or businesses that have been identified as valid prospects for acquisition or retention. Targeting in CRM identify a customers by developing customer profiles and using them either to identify customers who are appropriate to receive. Customer profile: a description, primarily quantitative, of an individual or segment using specified demographics, lifestyle and behavioral characteristics. Fastest way for a firm to build its own house list is through registration on the Web site. Techniques that prevent errors, like pull-down lists, are desirable. Even so, the form may not be complete unless there is an incentive. (Lucille Roberts) If the information comes on a schedule basis, not on demand, automate the process to immediately send a thank you email. This is a classic direct marketing lead generation process. Data collection is just a “fishing expedition”, as relationship strengthens, more information that is more detailed and more personal can be collected.
Personalization: involves the creation of specialized content for a prospect with a known profile by choosing from an array of existing content modules. In addition to the emails,
Both cases used PERSONALIZATION and CUSTOMIZATION techniques. Personalized email and site content-
THREE BASIC TYPES OF PERSONALIZED SITE CONTENT ARE IN USE:
Rules-based personalization chooses content on the basis of known weather.com provides geographically appropriate content to registered users). “Purchase circle on amazon.com” registered address of the customers to say something.
User-Controlled personalization allows the user to choose the content elements to be displayed. Businesses are increasingly encouraging customers to create their own personalized entry page containing the information they access most frequently (My yellow option).
Information-driven personalization uses complex profiles.