121 marketing - definition
ICLP - the global loyalty marketing agency - is an expert practitioner of 121 marketing.
121 Marketing (sometimes named 'One-to-One Marketing' '1-2-1 Marketing' and '1 to 1 Marketing', etc.) is a Customer Relationship Management (CRM) strategy that delivers relevant, personalised and interactive communication between companies and individuals. The objective of 121 Marketing is to deliver an increased ROI (Return on Investment) on both a campaign basis and throughout the lifetime of the relationship. Ultimately, the objective is to enhance overall customer loyalty and maximise a customer's lifetime value.
121 Marketing is about producing and personalising marketing communications for each individual customer. The crucial first step of the process is the segmentation of customers (e.g. by needs, based on past behaviour, etc.) to optimise marketing and communication costs and in order to match or provide products or services that best meet those needs or behaviour.
The term 121 Marketing (or 'One-to-One Marketing', '1 to 1 Marketing', etc.), was first made popular by Don Peppers and Martha Rogers in their series of "One To One" marketing books, in which they describe 121 Marketing as a business process whose objective is to identify the businesses' individual customers and differentiate (or segment) those customers in order to produce interactive, personalised communications. Responses (or interactions) are recorded and future communications further personalised as a result.
Essentially, 121 Marketing is another name for 'loyalty marketing' - which aims to maximise customer lifetime value through influencing profitable behaviour and engendering customer loyalty.