A: Any organisation that has access to customer data can use it to facilitate one-to-one marketing in some way. And one-to-one marketing is usually a journey, rather than a single tactic. A company may think the one-to-one strategy's a pipe dream, but they just need to start small. They may start by sending a consistent message to a specific target audience, like all women in Southern California.
Then, as the company learns more, they can get more precise and engage further with their customers. And once they understand the process, they can expand to more audiences.
To get started, companies need a marketing database that has personally identifiable information (PII) data or known data, about a customer. On top of that, they need a campaign management tool to send direct communications to someone based on who they are, where they live, what transactions they’ve made or the segment they're in. Companies should also employ a marketing analyst who has knowledge of the underlying data and either the necessary creative skills, the ability to collaborate with an agency or someone with creative skills to make sure the optimal content and message is being sent out.