BUILDING AND IMPLEMENTING A MARKETING STRATEGY AROUND YOUR AUDIENCE OF ONE
The 1:1 future will be characterized by customized production, individually addressable media, and 1:1 marketing, totally changing the rules of business competition and growth. Instead of market share, the goal of most business competition will be share of customer—one customer at a time.
—DON PEPPERS AND MARTHA ROGERS, AUTHORS OF THE ONE TO ONE FUTURE
The previous chapter discussed the three things you need to be a 1:1 marketer—data, an identity graph, and a 1:1 marketing plan. This chapter focuses on the 1:1 marketing plan. Later chapters circle back and take a deeper ...
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