One to one

One-to-one marketing is a strategic approach that focuses on personalising interactions with individual customers, treating each of them as a market in their own right. Instead of creating a single message for a mass audience, this strategy uses collected data to tailor products, services, and communications to the specific needs and preferences of each individual.

What is it for / Why it is important

The goal is to build a direct, profound, and lasting relationship with every customer, increasing their loyalty and their value over time (Customer Lifetime Value). It is important because in a market saturated with generic messages, personalisation allows a brand to stand out, make the customer feel unique and understood, thus transforming a simple transaction into a relationship of trust.

When is it used / In what context is it useful

This strategy is particularly effective in sectors where knowing the customer is a competitive advantage and where technology allows for large-scale personalisation:

• E-commerce: for suggesting products based on past purchases and browsing history.

• Subscription Services (e.g. Netflix, Spotify): for creating tailor-made experiences and recommendations.

• Email Marketing and CRM: for sending segmented and personalised communications that increase engagement.

• Banking and Insurance Sector: for offering financial products suitable for the customer's specific profile.

Practical example

• Mass Marketing: A clothing brand sends a newsletter promoting the new autumn collection to its entire mailing list.

• One-to-one Marketing: The same brand, by analysing the data, sends:

  • To Chiara, who has only purchased smart dresses in the past, an email with new arrivals from the "Formalwear" range.

  • To Marco, who has visited the "Men's Jackets" section several times, a push notification on the app alerting him to a special discount on that specific category.

  • To Luca, who abandoned a basket with a pair of jeans, an email the following day to remind him of the item, perhaps offering free delivery to encourage him to complete the purchase.