Abstract
A Study on the One- To- One Marketing Technique using the Characteris tic of Internet Communication
- Focused on the Internet Shopping Mall -
Lee, Myung Jun
Major in Broadcasting
Graduate School of Mass Communication
Chung-Ang University
The purpose of this study is to analysis the use and influence of internet
that will be the main issue in 21C from the viewpoint of internet shopping
mall and internet communication. Therefore, I examined the situation of
domestic representative internet shopping mall making use of the internet
shopping agent search engine, and the use of one- to- one marketing
technique in the internet shopping mall, so that I wanted to devise the
strategy of effective internet marketing.
The results of this study are as follows.
The first, the advanced computer network environment including the
internet is proliferated by its own characteristic, that is the acquisition of
information and knowledge, and the pleasure and amusement. And the
computer network environment incites audiences to search spending information coinciding with the need of audience seeking for the stimulate
and novel functions from the viewpoint of habit and relaxation.
In these process, the message being provided by the internet is socially accepted and held in common by the public. Needless to s ay, it is differentiated from the extent of personal satisfaction, but it is used in daily living from the standpoint of life and convenience. That is, the char acteristics such as association, intimacy, participation, experience, and ecstasy become the psychological factor and motive force causing the public to perform communication. The contents being provided by the advanced computer network environment are utilized and held in common by the public, so that it provide guide of communication awareness, persuasion, attitude change.
Therefore, the purpose, meaning, and translation are endowed in the
behavior of public, and it become the means needed to manage social life.
The second, the function and effect of one- to- one marketing technique as
the new marketing tool is as follows.
(1) It maximizes the interactivity of
web sites.
(2) It makes use of e- mail actively.
(3) It personalizes the web
sites.
(4) It makes use of the push technology actively.
(5) It establishes the
community. The establishing community increases the using quantity of site
and the span of life of site in management, sales, and customer service, and
also promotes the brand loyalty about the web sites.
(6) It performs the web
presentation and conference. The seminar, sales meeting, and educational
training are performed in the web, and this cuts down expenses more than
the face- to- face meeting.
(7) It performs the advertising. In order to
optimize the advertising budget, the performing the one- to- one advertising defining the target already is most important.
(8) It makes use of and
analysis the web sites thoroughly. It estimates the performance of the web
sites and the specific domain of web sites, and acquires more detailed
information about the web visitor and customer.
(9) It integrates the
database. It make usable fresh data such as the product or service
information, the customer information, purchase information, shipment
information, and accounts management in web sites.
The third, the strategy composition of company about the use of
one- to- one marketing technique is as follows.
Through the one- to- one marketing technique, the company need not to pursue the strict observance of the rules by CEO within a long term assuming static environments , and it is important to estimate the market changed in a short period under dynamic environments, and present creative idea for destruction of existing rule. Now, because the detailed marketing strategy in the internet era facing with the complex and momentary change is changed and modified at any moment, it is important to acquire new strategy.
On the basis of this point, it need to bear in mind about the time and element of planning in the accomplishment of internet marketing strategy caused by the one- to- one marketing technique.
There is the one- to- one marketing method in the center of this.
In the result, the one- to- one marketing technique made re- prototype possible in the communication aspect, and restored to the human as the
whole man. That is to say, the one- to- one marketing technique is the first media technology that begin to regress into the most ideal oral language that communicate with environment using the communication structure
similar to the thinking system of human. Accordingly, considering that the development of communication technology aimed at the period of oral
ommunication using every senses of human, and advanced toward this purpose, the appearance of one- to- one marketing technique have possibility
realizing this.