Recent consumer research from Pew Research Center shows we have some work to do persuading consumers to let us use data about them for marketing. Right now, the risks seem to outweigh the benefits, in consumers’ view. At least for now.
When Don Peppers and Martha Rogers wrote “The One to One Future: Building Relationships One Customer at a Time” in 1993, the Internet was a mere twinkle in Al Gore’s eye. But direct marketers felt excited about 1:1 marketing, and even vindicated.
Lucy and Ethel on the Chocolate Factory conveyor belt faced a daunting task. That’s what it must like to try to create a current direct response marketing book.
Denny Hatch wrote a Famous Last Words column called "One-to-One Marketing and the 'Shot Heard 'Round the World.'" That was in the June 2001 issue of Target Marketing. By that time, the one-to-one ideas had been articulated in the seminal 1993 book "The One to One Future" by Don Peppers and Martha Rogers, Ph.D., and they formed the basis of the Peppers&Rogers Group's consulting.
Fairfield, Conn. is a classic bedroom community, with a large concentration of businesspeople who commute five days a week into New York. On Saturdays, however, downtown Fairfield is very crowded with shoppers, and it’s often difficult to find a parking spot. So a few years ago, a local bank began offering free parking. Just come into the bank for any transaction on Saturday morning and you can park in the bank’s lot for two hours without charge. One Saturday, an executive parked in the bank’s lot, ran a couple of errands and did a bit of shopping, then 90 minutes
The Direct Marketing Association (DMA) today honored GEICO with its 2010 Marketer of the Year Award during a ceremony at the Moscone Convention Center, held during the DMA2010 Conference & Exhibition, the Global ROI Marketing Event.