Relationship marketing was developed from direct response marketing campaigns conducted in the 1970s and 1980s that emphasized customer retention and satisfaction.

Relationship marketing differs from other forms of marketing in that it recognizes the long-term value of keeping customers, fostering new client relationships and nurturing those key contacts.

1:YOU marketing technology takes relationship marketing to a new, robust level. It expands on the idea of “one-to-one” by answering two essential questions: What do you know about your customers and – perhaps more important – what do they know about your product? Knowing the answer to these questions allows marketing professionals to pass qualified leads to sales and more directly measure marketing’s return on investment (ROI).

1:YOU is committed to the belief that marketing is actually the beginning of a relationship with a client or customer. Marketing should be a conversation or a dialogue, not a monologue. Through a series of interactions (no less than six, preferably nine or more), a client/customer relationship and an understanding of interest is established. Each contact in a 1:YOU marketing campaign is tracked and a record of their interests is built. Over time, depending on a prospect’s interaction, the messaging and offers can be changed to match the contact’s preferences.

A typical 1:YOU marketing program consists of an ongoing nurturing campaign where an offer is made to a list of contacts every four to six weeks. Responses to the offer are directed to a microsite – the hub of the 1:YOU marketing campaign. While at the site, a contact may download the offer and look around the site. Each page and piece of content on the site is coded and organized so that interaction with the content tells the marketers something about the contact’s interests and needs. 1:YOU gives insights into how an individual gathers information and what might be the best way to interact with them.