"Assembly-line technology made mass production possible, but it was the emergence of mass media that virtually mandated the development of mass marketing. Similarly, the emergence of 1:1 media will produce a totally new kind of business competition - 1:1 marketing. In the 1:1 future, you will find yourself competing for business one customer at a time.Como não pensar na "miudagem".
The mass marketer visualizes his task in terms of selling a single product to as many consumers as possible.
The marketer's task has always been to make the product unique in a way that would appeal to the largest possible number of consumers, and then to publicize that uniqueness with one-way mass-media messages that are interesting, informative, and persuasive to the "audience" for the product.
As a 1:1 marketer, however, you will not be trying to sell a single product to as many customers as possible. Instead, you'll be trying to sell a single customer as many products as possible - over a long period of time, and across different product lines.
To do this, you will need to concentrate on building unique relationships with individual customers, on a 1:1 basis. Some relationships will be more valuable than others. Your best relationships, and your most profitable business, will define your best customers."
Trecho retirado de "The One to One Future" de Don Peppers and Martha Rogers