From mass marketing to individual marketing: a guide to the evolution of customer marketing – Marketing 4 Ecommerce – Your online marketing magazine for e-commerce

It seems like a long time ago that mass marketing was banished, but traces of this old model still remain today, despite the general adoption in the last twenty years of a resolutely customer-centric approach.

To understand where we come from and the need to make the leap to individualized marketing, based on Artificial Intelligence, comes the . This guide offers us a journey back in time to rediscover the evolution of marketing; look back at the oldest practices to identify what we still have left to achieve the goal of truly individualized relationship marketing.

What’s in this guide to the evolution of marketing

As can be seen in detail in the guide, Brands have long understood the need to get closer to consumers, interacting with them in a much more personalized way. and tailored to your profile.

And this strategic change has required considerable efforts, which have involved the adoption of new technologies and a significant transformation of companies and their organization.

But despite this desire to evolve the relationship with the client, the goal of relating in a personalized and effective way, sending the right message to the right person at the right time, has never really been achieved.

The 3 great periods to understand this evolution

To understand why, the Splio marketing evolution guide divide the evolution of marketing in 3 major periods:

• 1990 to 2010: mass marketing, based on the logic of «one to many». Marketing focused on the product and whose maxim is the 4P: product, price, point of sale and promotion.
• 2010 to 2020: segmented marketing, based on the logic of “one to few”, driven by personalization. It strives to listen to consumers, although it continues to be guided by the logic of the brand.
• 2020 to today: “Individualized” marketing, based on the real “one-on-one” logic, proposes a new model for activation in which each individual receives the right communication, at the right time, and through the best channel for him or her. That’s the promise of Individuation Marketing.

So the time has come for brands completely rethink their customer marketing, to finally get interact individually with each person, in a personalized and pertinent way. How? Thanks to a new approach to marketing that really starts from the individual and is based on artificial intelligence.

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