PURL Marketing is an extreme way to make your advertising unique to each customer and is head and shoulders above simple differentiation. Whereas product differentiation tries to differentiate a product from competing ones, personalization tries to make a unique product offering for each customer.
Personalizing your marketing is easy on the web. Simple software tools can help you peronalize every single landing page with each of your prospects names. Using mail merge or your email newsletter tools, it is easy to create custom URLs containing your customers names. like this: personalurlgenerator.com/john.doe increasing your response rates.
More recently, personalized marketing has become practical with bricks and mortar retailers. The market size, an order of magnitude greater than that of the Internet, demanded a different technological approach now available and in use. Many retailers attract customers to the physical store by making their advertisments unique to each individual shopper. Personalization can be more accurate when based solely upon individual purchasing records because of the simplified and repetitive nature of some bricks and mortar retail purchasing, for example internet marketing newsletters.
Don Peppers and Martha Rogers, in their ground breaking book on the subject, The One to One Future (Peppers, D. and Rogers, M. 1993) speak of managing customers rather than products, differentiating customers not just products, measuring share of customer not share of market, and developing economies of scope rather than economies of scale. They also describe personalized marketing as a four phase process: identifying potential customers; determining their needs and their lifetime value to the company; interact with customers so as to learn about them; and customize products, services, and communications to individual customers.
Your first step should be to experience a sample of PURL marketing yourself. See a real live sample of PURL Marketing by visiting personal url generator.com
