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ALSO CALLED: One-to-one Marketing
DEFINITION: One-to-one marketing (sometimes expressed as 1:1 marketing) is a customer relationshipmanagement (CRM) strategy emphasizingpersonalized interactions with customers. The personalization ofinteractions is thought to foster greater customer loyalty and better return on marketinginvestment. The concept of one-to-one marketing as a CRM approach was advanced by Don Peppers andMartha Rogers in their 1994  … 
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Direct MarketingMultimedia (View All Report Types)
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How Appboy's Marketing Automation for Apps Platform grew 40X on the ObjectRocket MongoDB platform
sponsored by Rackspace
VIDEO: In this on-demand video, learn how Appboy has grown over 40x since mid-2013 by using Database-as-a-Service: from sharding a single MongoDB replica set, to building separate clusters, to becoming a multi-tenant application by isolating Appboy's users on their own MongoDB databases.
Posted: 18 Sep 2014 | Premiered: 25 Jun 2014

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DIRECT MARKETING DEFINITION (continued): … One-to-one marketing (sometimes expressed as 1:1 marketing) is a customer relationshipmanagement (CRM) strategy emphasizingpersonalized interactions with customers. The personalization ofinteractions is thought to foster greater customer loyalty and better return on marketinginvestment. The concept of one-to-one marketing as a CRM approach was advanced by Don Peppers andMartha Rogers in their 1994 book, The One to One Future.Only the term is new; the approach is almost as old as commerce itself. In the past, forexample, proprietors of a general store would naturally take a one-to-one approach, rememberingdetails about each customer's preferences and characteristics and using that knowledge to providebetter service. One-to-one marketing seeks to reinvest marketing with the personal touch absentfrom many modern business interactions.Another approach, customer segmentation,focuses on customizing marketing components for groups of customers rather than individuals.

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