One-to-one marketing, or 1-to-1 marketing, is a special form of direct marketing. Unlike the mass marketing approach, one-to-one marketing focuses on the relationship with the individual customer and offers the possibility of tailoring various marketing measures individually to the addressee.
The Internet and modern information technology make it possible for companies to create detailed customer profiles, which, in addition to socio-demographic data such as age, gender, income, etc., can also provide precise purchasing preferences and behavioral profiles. Based on this, communication with the customer can be individually tailored. Scattering losses are thus reduced. The term one-to-one marketing was first coined by the marketing and CRM expert Don Peppers in 1993.