I was always a little bit ahead of my time when it comes to one-to-one marketing. I love telling this story. There is a book written by Don Peppers and Martha Rogers in 1993, so we're talking three decades ago, called The One to One Future. And they described exactly what we talked about today in the book and exactly what we're able to do with one-to-one marketing.
The problem was it was the future. It wasn't possible. But I was so excited by it back then that I actually worked for a big ad agency, and I convinced our management to develop what we called One-to-One Marketing Division so that we could do it, although the technology couldn't really do it back then.
What's really helped me and Jamie to write this book, Jamie being my co-author, was in the last 10 years, the technology has finally caught up. It's actually now possible to do one-to-one marketing because almost all media–even television–is now addressable, meaning I know you're watching this show versus somebody else. And you couldn't do that in the old mass marketing ways.
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Visit https://audienceofone.website to learn more about Chuck's book "An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing"
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