1(down):1(to go)

Finally, as one business that obviously understands the 1:1 online marketing paradigm shows, it does not take a lot of peturbation in the airmass to upset 1:1 's lift. Admittedly a small bookstore on the left coast is not a exactly a great movement and the Amazon lawyer's story is they're not worried. Moreover, the government's power and mechanisms to compel businesses to produce records is not new. But, what is new is that some businesses are concerned about holding customer information lest they be forced to give up information their privacy policies indicate would not be released. (Maybe, although the article doesn't say, this is a driving reason behind the consumer concern as well.) Regardless, the article provides some support for a skeptical notion about 1:1 marketing that I've had for some time. That is, businesses only do 1:1 marketing and CRM in the absence of alternatives for reaching their real goal: sales. If there were a different, effective means for getting through the AIDA model to the latter part of the selling cycle without investing in elaborate IT infrastructure and software, without gathering information, and without making ACTIVE customer-relevant offers based on induction from volunteered and data-driven preferences, businesses would use it.

Posted by Grayson at October 14, 2003 02:51 PM