Commentary & Analysis
One-to-One: Meeting Consumer Expectations and Delivering Marketing Results
By Barb Pellow and Lisa Cross
Published: March 28, 2013
All customers are not alike; they have different demographic profiles, income levels, business requirements, and lifestyle choices. Marketers understand that they cannot ignore these differences, and they are creating customer communications that position their products and services to cater to individual preferences and characteristics. This article leverages recent research that highlights the importance of personalized messaging.