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Media Dictionary
- One to One Marketing (1to1 Marketing or 1:1 Marketing): A marketing concept popularized by Don Peppers and Martha Rogers in the early 1990s in which companies sought to treat different customers differently and thereby increase sales and profits. The core strategy inverted classical mass marketing by seeking share of customer, not market share, via a four-step process: Identifying individual customers; differentiating customers based on their unique needs from you and their financial value to you; interacting with customers with two-way communication and feedback; and customizing service response. This methodology sought to create unique switching costs in which customers would find it more convenient to do business with you than with competitors. The concept became very popular in the initial internet bubble of the late 1990s, as businesses began to build sophisticated customer databases and realized they could market and sell directly to consumers via the internet instead of through traditional distribution channels. One to One Marketing faded in popularity later as databases, web sites, and customer interactivity became standard features of marketing systems.
- Open Rate: In email marketing, the percentage of recipients who open the email message.
- Opt-In: A marketing approach in which the user is allowed to say "yes" before participating in the communication.
- Opt-Out: A marketing approach in which the user must say "no" before being excluded from the communication.
- Out of Home: Another term for outdoor or billboard advertising.
- Out-of-home Readers: People who read a copy of a print publication outside their home. See In-home Readers.
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