Lamb Chapter 18 Web Exercise
One-to-One Marketing
Vignette: Imagine that-a bottle of soda with your picture on it! In Chapter 18 you read how myjones.com created an interactive community on-line in the process of a clever one-to-one marketing scheme.
Featured URL: http://myjones.com
Getting Personal in the Web Market
Since the mid-1990s, when Web browsers made it possible for us to see things on the Internet, researchers, educators, and writers like Derrick de Kerckhove (Connected Intelligence: The Arrival of the Web Society, The Skin of Culture: Investigating the New Electronic Reality) and Nicholas Negroponte (Being Digital) have been predicting ways that society will be affected by the new cyber culture.One obvious effect of the Web is speed: buyers and sellers can exchange information rapidly and efficiently. Businesses can take in information about consumers and quickly tailor their products to fit individual orders. Products can reflect consumers' personal tastes and specific requirements. Much is being written about this trend. Digital Capital: Harnessing the Power of Business Webs by information age visionaries Tapscott, Ticoll, and Lowy is one recent publication. Marketers are advised to stay informed as to how strategies are constantly evolving in the rapidly changing e-marketplace.
- After reading through the short articles listed in the Resources section,
create your own definition for "personalization" as it applies
to one-to-one marketing.
- Make a list of items you would like to order based on your own personal
needs. Include items that reflect your lifestyle, your home environment,
the fashions you enjoy wearing, the leisure activities you take part
in, your career interests, your ideal transportation, and the entertainment
and sports that appeal to you.
- Visit one of the Websites listed in the Resources section and find three products you might order. List all of the details you would need to give on your order form to that company in order to personalize those products to fit you and your needs and desires.
Marketing Strategy Personalization Articles
- B2B
Personalization.
- Personalization
information.
- Personalization
key to on-line success.
- e-business.com.
Personalizing Products and Services
- About's
personalized shopping page.
- Customizable
products and services.
- Shoes designed
by you.
- Custom-designed
jeans.
- Customized beauty
products.
- Personalized
travel planning site.
- General
Mills create your own cereal site.
- Once Upon
a Name personalizes keepsakes.
- Your original,
personalized love song.
- Promotional
items.
- Best
personalized books for children.
These Web Exercises provide an additional opportunity for exploration of Chapter 18.
1. Personalized Product Search
Locate other sites that personalize products for customers. In small groups, share ideas and tips about search engines, indices, directories, and the use of Boolean operators.
2. Brainstorming
In small groups, brainstorm ideas for products and services that could be marketed on the Web using the personalization approach. What ideas can be garnered from the sites listed in the Resources section that could be used in marketing these products or services?
3. A Special Story
Create a story for a children's book that you would like to have written and illustrated to commemorate some occasion that is important to you (examples: a wedding, the birth of a baby in your family, your graduation from college, a sporting achievement, a favourite pet, a special interest or hobby). Develop a prototype page or two of the book.
