In October of 2009 I posted about the revival of so-called 1-1 or personalized marketing, and my suggestion that it was not really “new.” And I don’t mean just because Peppers and Rogers published The One on One Future back in 1993.
However, while the promise of personalized marketing has not been fulfilled, it continues to be the “future.” (Reminds me of an expression we had in the semiconductor industry, that Gallium Arsenide was the technology of the future and always would be. Of course with the advent of LEDs, the material did finally have its day, but I digress.)
In a recent study by Adobe, CMOs said that personalization was a key to the future of marketing. Maybe this time. However, it should be noted that in the same survey almost half of the CMOs say they are trusting their gut to drive their marketing investments.
The more things change, the more they stay the same.