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One-to-One Marketing: Fact or Fiction?

By Steve Brubaker, InfoCision Chief of Staff

If you’ve heard about one-to-one marketing and are still a little skeptical, I understand. After all, it’s difficult to believe that it’s possible to deliver such personalized attention to each individual customer or prospect. Even if you’ve heard that your competition is engaged in one-to-one marketing, you may not yet be convinced that it is truly possible. The fact is, however, that today’s technology makes it a reality.

For instance, InfoCision offers multichannel marketing solutions that can help your company target consumers individually based on a wide variety of characteristics. Using our business intelligence and data analytics solutions, we highlight meaningful information that enhances your marketing campaign. We achieve one-to-one marketing using tools like:

  • Predictive Models that use customer data to predict future purchasing behavior
  • Customer profiles created by using data to determine similar attributes of people who take specific actions
  • Market segmentation, or the process of taking a list of people and grouping them together based on shared attributes
  • Demographic Scripting that presents varied messages to consumers with different interests and needs based on factors like age and geographic location

Combining these powerful business intelligence tools allows your business to make sense of mountains of data and hone in on customers in a way you might not have thought was possible. And when you partner with InfoCision, you’ll never be short on prospects to target as our Consumer Database contains over 200 million records, as well as demographic (attributes such as age, gender, geographic location) and psychographic (attributes such as lifestyle, values, preferences) data.

The more personal your marketing efforts feel to customers, the more likely they are to feel that you understand their needs. Establishing that personal connection between your company and the customer is what helps create loyalty—something that benefits any business.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the American Teleservices Association (ATA). He also donates his time to serve on several University boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s higher honor, the prestigious Fulcrum Award.

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