A Market of One

A major goal in business marketing is to create a meaningful, satisfying experience for customers. Today, that means making the experience all about them—giving them what they want, when and how they want it.

“Personalization has evolved out of the sophistication of technology and consumers’ on-demand mentality, being in control of what they consume and the need for personal expression,” says Sue Kruskopf, CEO of Kruskopf Coontz, an advertising agency in Minneapolis.

"You need to start with a solid objective, and make sure it's measurable."

Customization represents a fundamental shift from traditional mass marketing, in which one message or product fits all. Often used interchangeably, the terms “customization” and “personalization” refer to the trend of “utilizing detailed personal or behavioral information or intelligence to customize content,” explains Mike McMillan, chief creative officer of IntroWorks, a business-to-business marketing firm in Minnetonka.

Technology is enabling a level of product personalization unthought of just a few years ago. Customers can now participate in shaping what companies offer them, whether its book recommendations on Amazon.com or customized clothing from Nike.

Most marketers agree that the ultimate goal of personalization is to help consumers feel connected to a brand. Here we look at some of the ways companies are making those connections and targeting their customers individually—and all at once.