A01 chaf6542 06 se fm indd

3 Individualisation

Another important feature of interactive marketing communications is that they can be tai-

lored to the individual (Figure 8.17(b)), unlike traditional media where the same message 

tends to be broadcast to everyone (Figure 8.17(a)). The process of tailoring is also referred 

to as personalisation and is an important aspect of achieving customer relationship man-

agement online. Personalisation is often achieved through extranets which are set up with 

key accounts to manage the buying and  after-  sales processes. Dell (

www.dell.com/premier

) 

set up ‘Dell Premier’ for key accounts such as the Abbey where special offers and bespoke 

customer support are delivered. Another example of personalisation is that achieved by 

Figure 8.17

Summary of degree of individualisation for (a) traditional media (same 

message), (b) new media (unique messages and more information 

exchange between customers)

Company

Customer

Customer

Customer

Customer

Customer

Customer