The concept of one-to-one marketing revolutionized how companies communicated to customers, shifting the focus from mass marketing to personalized communications. Today, however, even companies who have mastered "one-to-one" personalization are often falling short in the eye of customers—many of whom are opting out because of the disparate, disconnected (yet "personalized") communications they receive. Now companies are looking for new ways to create communications that will reach customers. But how?
Today's consumers are demanding more control
Today's consumers no longer sit passively waiting to be spoon-fed information. They've become information activists, seeking insights into products and services on their own terms. With the advent of social networking, consumers can now bypass corporate messaging to build their own networks, going as far as creating content and commentary, blogging and tweeting. Consumers are also more educated on marketing tools...
