The Path to Individual Customer Marketing—Part 4

Individual Customer Marketing is the capability to make the most relevant, timely and effective offer to each one of your customers, as if you knew them personally. We are all different, so it is not surprising that specific offers to customers, that treat them as individuals, are much more effective than a one-campaign-fits-all approach.

Individual Customer Marketing is not the same as personalised marketing, although the two are complementary:

• Out of thousands of possible messages and offers, Individual Customer Marketing determines the best offer that can be made to each customer.
• Personalised marketing inserts the appropriate name address, local store and other personalised information into the message.