RE: UKNM: Fast Summit

[Tony Coyle]

Our definition of one to one marketing is different.  Your argument that you need a large database to filter/segment in order to one-to-one market is wrong on the net.  One-to-one is recognising and understanding an individual, their purchasing preferences/history, browsing habits, anticipating their needs/wants, and intelligent dialouge that is personalised not just in terms of address details but also in terms of the factors just described.


On the web you don't need an audience of a thousand, a million or more to do this, you can do it with one individual.  Show me a case of true one-to-one marketing that has been sustained over time?  Even Amazon.com admits it has terabytes of data on it's users/vistors habits etc, but it has so much it can't use it effectively or even try and get close to one2one - yet.


Voila Parenttime.com - a clear example of an FMCG client using the web for what it is good for.  Once they have hit an audience level that they can begin to segment and understand buying patterns then they could (as an extreme) retail direct as the products in question are bulky and are in constant use 


You are saying you have to get a certain number of eye balls before they can segment and understand buying patterns - rubbish, and exactly my point, P&G is pushing their tried and true marketing/advertising formulae onto the net.  That isn't one2one marketing - that's mass marketing.  If they understood one2one they could build a net presence that communicated on a true personal level.  That can happen with one person alone, and not need millions of eyeballs before it does.


P&G will never actually be able to target individual products to small groups of people.


I completely disagree. We are currently working with two of P&G's biggest competitors doing exactly that. And my other point.  There are ways to do this using the unique qualities the net has.  Maybe an unfair comment given the generalities we are talking but perhaps P&G and yourself just haven't figured it out yet.


I'm not saying FAST was a complete success or will be in the future 


>From the feedback we had from a collegue who spoke at the FAST event it didn't seem to be.



Tony Coyle

APL Digital


-----Original Message-----

From:	Ross Sleight [SMTP:

ross [dot] sleightbmpinteraction [dot] com

]


I completely disagree with this.


In order to achieve one to few / one to one marketing, you need a large

database to actually segment before you collaboratively filter.  Without

mass market databasing efforts, P&G will never actually be able to target

individual products to small groups of people.  


Voila Parenttime.com - a clear

example of an FMCG client using the web for what it is good for.  Once they

have hit an audience level that they can begin to segment and understand

buying patterns then they could (as an extreme) retail direct as the

products in question are bulky and are in constant use - a necessity -

making them attractive packages for online purchase.  But even if they

don't, they still own a valuable relationship.  And I'm sure P&G are of the

same thought as Disney as looking for "share of life" as their core consumer

proposition. 


Additionally, they need to build up their own databases in order that

retailers online do not have the same power over customer databases that

they do in the real world.  Tesco's own their loyalty card registrations -

the P&G's of this world will need to own their customer database online as

well as in online retail environments.  Because if they don't they will lose

the ability to re-contact and cede this to the online retailer.  And if you

are buying a virtual gondola end in an online retailer, it will be extremely

important that the added value of re-contacting the consumers that take up


that promotional offer lies with the promoter rather than the retailer.


I'm not saying FAST was a complete success or will be in the future - but if

you examine what P&G have experimented with over the past four years and

understand how they see the web fitting into the future of their