1-to-1 marketing is a vital part of the European economy annually contributing over €100bn across the 28 member states. Businesses use 1-to-1 marketing to talk directly to existing and potential customers to promote products or services. It allows them to target people with a personalised message and is a cost-effective way to generate sales, build long-lasting relationships with customers and raise brand awareness.
It’s a data-driven industry that relies on consumer data to deliver targeted, relevant, timely messages and enhance the customer’s experience. The industry has a large presence offline and online, in the form of advertising mail, mobile, email, social media, online and telemarketing.