Market of One
Transparency and responsibility define the age of personalized marketing. By Liz Crawford. Last year marked a turning point in marketing: it was the moment when genuine, one-to-one marketing was finally realized. In their 1996 book, The One to One Future, Don Peppers and Martha Rogers envisioned personalized marketing on an individual level for millions of buyers. In 2012, advances in mobile communications and big-data algorithms reached a tipping point, enabling marketers to personalize pricing and the shopping experience on a mass scale. While these developments are still in their infancy, they have opened the door to unprecedented opportunities, watch-outs and responsibilities.
Personalized marketing — that is, marketing tailored to a single user — was making headlines last summer when it was discovered that Orbitz.com was showcasing higher-priced hotel deals to Macintosh versus PC users. Hotel rooms were merchandised depending on the kind of computer the shopper was using, as well as the browsing and buying histories of the shopper. According to The Wall Street Journal, “The sort of targeting undertaken by Orbitz is likely to become more commonplace as online retailers scramble to identify new ways in which people’s browsing data can be used to boost online sales …” read >>