An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing

DISSECTING 1:1 CAMPAIGNS VERSUS MASS MARKETING CAMPAIGNS (THE WHERE AND WHEN)

The world is now awash in data and we can see consumers in a lot clearer ways.

—MAX LEVCHIN, COFOUNDER, PAYPAL

Now that the Who and What of 1:1 marketing campaigns versus mass marketing campaigns have been covered, it’s time to tackle the Where and When.

WHERE YOU REACH AND ENGAGE WITH PROSPECTS AND CUSTOMERS

Given mass marketers’ goal of achieving maximum reach with their campaigns, they tend to favor media channels that deliver the greatest audience scale. These include broadcast media, such as television and radio, and print advertising. With TV, they favor advertising ...