Direct Marketing

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  … 
Definition continues below.

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.