Friday, August 26, 2005

The Gartner Challenge to 1-to-1 Marketing

There's always the so-called "impossible trio" -- price, speed, quality. You can have any two but not all three.

Compare that to the challenge Gartner puts on marketers who want to claim real one-to-one website strategies:

1) The wilingness of customers to volunteer personal information because they get back value for the risk involved

2) The technical capacity to capture information and formulate rich online profiles

3) The ability to build and maintain business rules that determine when to serve customized content

4) The ability to access and integrate offline and external customer data in a reasonable amount of time

5) The ability to develop and manage content objects that can be combined in unique permutations

6) The technical capacity to match targeted information to customer profiles in near real time.

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