Chapter 5: Marketing programs: Types of Personalize Marketing.

Marketing paradigms and parameters have changed with the passage of time. Companies are changing their marketing tactics and strategies. Through the concept of digitalization and more connectivity, the world is now shrunk due to the internet and companies are doing businesses offshore. In Pakistan, some of the U.S based companies are working because of cheap labor and fewer taxes.
Digitalization has prevailed so much that companies are now interacting with the customer directly and excluding the middleman. For example, Bahria University wants to buy Hp laptops for the faculty, they will directly contact the manufacturer rather than involving vendors and distributors. But again re-intermediaries ensure trust. E-BAY, a customer to customer e-commerce portal included Paypal, a digital bank, which ensure trust between both customers. Through digitalization, two concepts also evolved customization (you can alter a product through some extent) and customerization (where the customer can modify the whole product to his limits, for example, tailor suits or customized cakes).

The market is cluttered with non-sense ideas and conservative techniques. Firms are using a lot of "out-of-box" techniques to capture the attention of their potential customer in a very unique way. The customer wants the ownership of the products.
Remember the Global campaign by Coca-Cola “share a coke” where different names were labeled in their packaging. This was the concept of mass customization and customer felt the ownership. Because that is how you create a relationship with your customer.

Experiential marketing, a concept with a boom in the industry, talks about create an ultimate experience for the customer that they will never ever forget about it. London Olympics 2012, Samsung installed their stalls outside the stadium and they displayed their latest mobile phones so that people can experience the product before their purchase.

One to one marketing is basically you engage the customer to create value for your product. You interact with them in an individual level and engage them. But for good engagement, you first need to identify your prospect customer and treat them individually. The second step is differentiating them by segmenting them in their belonging class. Interact with them in an efficient manner and try talking to them about their need and wants. Customize their need and behavior according to your firm’s requirement and try to create value. Lastly, build a strong and everlasting relationship with your customer and try to make him your brand evangelist.

Guerilla marketing, again a new way of marketing where you advertise your product in an unconventional way where normally people were not expecting it. Like Colgate partnerships with a local ice-cream manufacturer to have their sticks shaped like toothbrush so that children can remember they have to brush their teeth after having this ice-cream.

One of the most important technique is Permission marketing, a concept given by Seth Godin. He talks about not to irritate or invade customer’s privacy and stop doing interruptive marketing. His major focus was on to develop a deep and meaningful relationship with the customers. He said we need to engage and encourage the customer to participate in a long-term marketing campaign and the customer will be given some sort of reward for it. Reward or compensation is compulsory because it can enhance the level of concentration of your customers. Permission marketing revolves around to offer an incentive to your customer so that he can concentrate on your brand. Make him understand your product. Keep giving him incentive so that his concentration level is maintained. Lastly, once his concentration is permanent, change it into sales and earn profit through it.

Retailers are customers too. Since retailer is the middleman between company and customer. The cooperative advertisement is a partnership between retailers and the company. You have seen multiple time Coca-Cola fridge in a small retail store and with their main board (brand name) you can see Coca-Cola’s name with it.