DISSECTING 1:1 CAMPAIGNS VERSUS MASS MARKETING CAMPAIGNS (THE WHO AND THE WHAT)
It’s hard to target a message to a generic 35-year-old, middle-class, working mother of two. It’s much easier to target a message to Jennifer, who has two children under four, works as a paralegal, and is always looking for quick but healthy dinners and ways to spend more time with her kids and less time on housework.
—ELIZABETH GARDNER, FOUNDER AND PRESIDENT, GARNISH MEDIA
Hopefully, by this point, you understand how advances in technology have made the vision that Peppers and Rogers espoused in The One to One Future possible. And you agree that marketers have to ...
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