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Tuesday, Dec 07, 2021
Outlook.com
Marketing

Let's Get Personal

Companies bow to the dictates of the new-age consumer and the competitive market and switch to one-to-one marketing

Let's Get Personal
Let's Get Personal
outlookindia.com
-0001-11-30T00:00:00+05:53

  •  Lusting for the sexy new beauty in town?
  • Pick up the phone, fix a date and the body beautiful lands in your arms. Touch her, feel her, caress her, she is yours. In virtual reality. Or on a test-drive. Meet Mitsubishi Lancer, the latest car to hit the luxury car segment.
  •  Don't quite like that shade of nail varnish on your fingers? Create your own shade. That's what Sabah Mansoor, a 15-year-old schoolgirl from Bangalore did. Squeezed some glitter-glue into some varnish, and gave Elle 18 the new colour in its product-range which they christened 'Sabah Sparkle' after her.
  •  Want to know the latest in fashion trends, food and fitness, etiquette and attitudes, scientific facts on skincare and make-up? Walk into your neighbourhood departmental store, embark on a journey of self-discovery in Pond's touch-screen kiosks. The pace is yours to set.

    WELCOME to new-age marketing. Where companies greet the customer at his doorstep, create products to suit his needs and are tuned in to every nuance of their approval/disapproval. Thank-you mailers and birthday cards, frequency rewards, airline miles, club memberships, customer preference cards and sales mail in disguise are clogging mailboxes and wallets. "The battle is no longer for the customer's pocket. It's for his heart," says Sandeep Goyal, president, Rediffusion DY&R. "A whole new marketing paradigm is taking hold. The focus is shifting from mass marketing to database marketing to one-to-one relationship."

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