Get Over Yourself. Let’s Talk More About Me. And the Marketers Who Get That Consumer Mindset - The Past 10 Years of Direct Marketing Part 4
Younger companies get it, too. Instead of offering 10 percent off for signing up for email notifications, Spanx tells site visitors they can get 10 percent off on their birthdays.
Amazon doesn't just list random products; it tailors them based on the visitor's history. For instance, when I visit the site at work and don't sign in, Amazon shows me six marketing books. When I sign in, it shows me six pages of them. (Many other marketers do this, as well. So this example is easily shared among many of you.)
For the last example, however, I'll have to trust Target Marketing blogger Debra Ellis: "Companies like Apple, Coca-Cola and Harley Davidson must have a secret formula. Customer loyalty for them goes beyond the norm. Calling the people who buy their products 'customers' doesn't do justice. 'Raving fans' is a much better description."
As for me, I have an Android, drink tea and take public transportation. But I can always use a hug.