One-to-one marketing
One-to-one marketing seeks to adapt the relationship to each customer's needs and context. It may use information from previous interactions to provide relevant attention
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It is not simply a matter of inserting a name into a message or creating many segments. Personalisation should provide utility without using data beyond its intended purpose. It also needs to recognise changes in circumstances: a preference recorded some time ago should not be treated as a permanent personal characteristic.
Also known as
1:1 marketing, Personalised marketing
Topics