I’ve long been fascinated by the subject of 1:1 marketing – often talked about in Marketing Magazine in the 1990s. One-to-one marketing is the concept of remembering your audience is just one person, and so companies personalise advertising and marketing to the individual. In the 2021 book An Audience of One, recognised marketing experts Jamie Turner and Chuck Moxley reveal the secrets to implementing a strategy that allows a company to use important data to market to them. Naturally, this also means respecting consumers’ privacy concerns. “In its simplest form, 1:1 marketing means engaging with prospects and customers using a one-to-one, personalised approach based on who they are, how they think, what they purchase, what their interests are, where they go, and how they prefer to be communicated with.” – Jamie Turner and Chuck Moxley Its structure is detailed explanations, real-life…