Everyone in your company, from the summer intern to the CEO, has opportunities to communicate with individual customers.
But few companies understand how to leverage these one-to-one marketing opportunities.
Twenty years ago, Don Peppers and Martha Rogers, in their book, The One to One Future, introduced the term "one-to-one" marketing.
Websites and data-driven marketing campaigns have become more targeted and dynamic, but most companies have been unable to implement true one-to-one marketing at scale.
But this doesn't mean that startups should ignore one-to-one marketing.
Such individualized interactions can create loyal customers and help improve your business.