A marketer's job gets more complex each year, and 2013 promises to be no exception. With the widespread adoption of mobile, social, and online media solutions that enable consumers and users to be connected at all times, marketers have new channels that must be considered. In addition, there are higher expectations regarding the overall quality of the messaging. Thanks to technological advances, today’s consumers are more comfortable than ever and have come to expect personalized shopping experiences. They are willing to share details about themselves to educate their favorite brands about how, when, and where to approach them.

Direct marketers are redirecting their marketing communication efforts, moving from focusing solely on product features and benefits to focusing on the customer. All customers are not alike; they have different demographic profiles, income levels, business requirements, and lifestyle choices. All of these factors will drive purchasing behaviors. 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.

One of the world’s best marketers, Walt Disney, illustrated the importance of a one-to-one experience with the launch of My Magic+, a collection of tools that personalizes the entire Disney experience. The tools include a My Disney Experience Website, a smartphone app, and “magic wristbands” that are worn throughout the park. The wristbands contain each guest’s ID number, which is linked to their credit card as well as additional information to personalize the experience. For example, Snow White or Goofy can automatically know the names of children who come up to them in the park, and other patrons might be invited to move to the front of the line for their favorite rides.