Sunday, December 18

Stanford Business School: Research News: Hanson: Internet Marketing: Building Brand, Personalization and Distribution

Stanford Business School: Research News: Hanson: Internet Marketing: Building Brand, Personalization and Distribution: "'Personalizing Internet marketing is the hardest thing to do right now because it's the least familiar,' says Hanson. Historically, this was the job of the sales force. Now it is the marketer who must understand when people want personalized products and when they don't. 'It's important to match the type of personalization with the type of product that you sell,' adds Hanson. Whether you're Avon or Amazon or Ford Motor, whether or not it's profitable to personalize depends on a couple of variables, including the so-called 'spread of lifetime customer value.' In other words, will personalization keep customers coming back for more over a lifetime?

One good example of successful marketing through personalization is Barbie.com. Customers now can create their own customized Barbie by giving her a unique skin color, eye color, name, wardrobe, and even a printed-out life story. While Barbie has struck a creative marketing strategy for now, this added distribution channel is a huge vulnerability for many large companies that cannot afford to alienate their distributors."

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