The Internet supports mass customization and one-on-one marketing as
• Mass customization - The capacity of the Internet is found in the use
of information technology (IT), data storage and data processing
instead of the traditional approach of relying on physical location
and employees. Both products and services can be customized to meet
specific individual needs at leves that could not be accomplished
without these benefits of IT. Dell sells computers by allowing
customers to select components according to individual needs.
Instead of simply accepting what the manufacturer includes in the
package, Dell's approach allows consumers to select their own
components, and Dell builds-to-suit. The use of technology allows
this mass customization to be offered in a cost-effective manner.
Many other mass customization services exist on the Internet, such as
news services, home-page customization and floral purchases, by
allowing consumers to select options that meet personals preferences.
• One-on-one marketing - The Internet facilitates direct marketing
because personal data can be collected and stored from both existing
and potential consumers. Data collection is achieved through simple
data-gathering methods such as when consumers place orders, visit
websites, enter contests or request information. Key demographic
information (name, address, sex, age, education, income) and other
relevant data (interests, intents, willingness to receive additional
information) is collected and stored. This data can be retrieved and
used to tailor marketing campaigns to persons found within the
database by sorting relevant fields to match targeted consumer
profiles. The data to support this type of targeted marketing is
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