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{{Use mdy dates|date=October 2023}}
'''Personalized marketing,''' also known as '''one-to-one marketing''' or '''individual marketing''', is a [[marketing]] strategy by which companies leverage [[data analysis]] and digital technology to deliver individualized messages and product offerings to current or prospective customers. Advancements in [[data collection]] methods, [[analytics]], [[digital electronics]], and [[Digital economy|digital economics]], have enabled marketers to deploy more effective [[real-time computing|real-time]] and prolonged [[Customer relationship management|customer experience]] personalization tactics.{{cn|date=March 2024}}
Beginning in the early 1990s, [[web developer]]s began tracking [[HTML]] calls that their websites were receiving from online visitors. In 2012, the Web Analytics Association (WAA) officially changed its name to the Digital Analytics Association (DAA) in order to accommodate new and developing data streams that exist in addition to the web.<ref>{{cite web|url=http://www.digitalanalyticsassociation.org/about|title=Digital Analytics Association|website=www.digitalanalyticsassociation.org|access-date=2016-05-02}}</ref>
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{{anchor|DMP}}'''Data Management Platforms''': A data management platform (DMP) is a centralized computing system for collecting, integrating and managing large sets of [[Structured data|structured]] and [[unstructured data]] from disparate sources. Personalized marketing enabled by DMPs, is sold to advertisers with the goal of having consumers receive relevant, timely, engaging, and personalized messaging and [[Advertising|advertisements]] that resonate with their unique needs and wants.<ref>{{Cite news|url=http://www.stateofdigitalpublishing.com/opinion/what-is-dmp-data-management-platform/|title=What is a Data Management Platform, or DMP?|date=2016-11-20|work=State of Digital Publishing|access-date=2017-11-30|language=en-US}}</ref> Growing number of DMP software options are available including [[Adobe Systems]] Audience Manager and Core Audience ([[Adobe Marketing Cloud|Marketing Cloud]]) to [[Oracle Corporation|Oracle]]-acquired [[BlueKai]], [[Sitecore]] Experience Platform and X+1<ref>{{cite web|url=http://blogs.gartner.com/martin-kihn/data-management-platform/|title=What Does a Data Management Platform Do, Anyway? - Martin Kihn|date=2015-01-07|website=Martin Kihn|language=en-US|access-date=2016-05-02}}</ref>
'''Customer Relationship Management Platforms''': Customer relationship management (CRM) is used by companies to manage and analyze customer interactions and data throughout the customer lifecycle to improve business relationships with customers, assist in [[customer retention]] and drive sales growth. CRM systems are designed to compile information on customers across different channels (points of contact between the customer and the company) which could include the company's [[website]], [[Web chat#Live support software|live support]], [[Advertising mail|direct mail]], marketing materials and social media. CRM systems can also give customer-facing staff detailed information on customers' personal information, purchase history, buying preferences and concerns.<ref>{{cite web|url=http://searchcrm.techtarget.com/definition/CRM|title=What is customer relationship management (CRM) ? - Definition from WhatIs.com|website=SearchCRM|language=en-US|access-date=2016-04-20}}</ref> Most popular enterprise CRM applications are [[Salesforce.com]], [[Microsoft Dynamics CRM]], [[NetSuite]], and Oracle Eloqua.
'''Beacon Technology''': Beacon technology works on [[Bluetooth low energy|Bluetooth low energy (BLE)]] which is used by a low frequency chip that is found in devices like mobile phones. These chips communicate with multiple Beacon devices to form a network and are used by marketers to better personalize the messaging and mobile ads based on the customer's proximity to their retail outlet.{{cn|date=March 2024}}
== Strategies ==
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'''Restructuring current business models:''' Adopting a new marketing system tailored to the most relevant technologies will take time and resources to implement. Organized planning, communication and restructuring within businesses will be required to successfully implement personalized marketing. Some companies will have to accept that their current business and marketing models will change radically, and probably often. They will have to reconsider the ways customer data and information circulate within the company and possibly beyond. Company databases will be flooded with expansive personal information – individual's geographic location, potential buyers’ past purchases, etc., and there may be complications regarding how that information is gathered, circulated internally and externally, and used to increase profits.<ref>{{cite web|url=http://www.mckinsey.com/industries/high-tech/our-insights/the-internet-of-things|title=The Internet of Things|website=McKinsey & Company|access-date=2016-04-20}}</ref>
'''Legal liabilities:''' To address concerns about sensitive information being gathered and utilized without obvious consumer consent, liabilities and legalities have to be set and enforced. [[Privacy]] is always an issue, in some countries more than others, so companies have to manage any legal hurdles before personalized marketing can be adopted.{{cn|date=March 2024}} Specifically, the [[European Union|EU]] has passed rigid regulation, known as [[General Data Protection Regulation|GDPR]], that limits what kind of data marketers can collect on their users, and provide ways in which consumers can suit companies for violation of their privacy. In the US, [[California]] has followed suit and passed the [[Online Privacy Protection Act|CCPA]] in 2018.<ref>{{Cite web|title=How Brands Can Personalize at Scale|url=https://www.gartner.com/en/marketing/insights/daily-insights/how-brands-can-personalize-at-scale|access-date=2021-04-26|website=Gartner|language=en}}</ref>
== Controversies ==
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== Difficulties ==
[[McKinsey & Company|McKinsey]] identified 4 problems that prevent companies from implementing large scale personalizations:<ref>[https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/personalization-at-scale-first-steps]</ref>
* Companies are storing and collecting data - but are not able to sync and analyze the right data together at the right time.
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