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1:1 Marketing – The future is getting personal

We laugh now but in the mid 90’s, there was this crazy notion that if you put up a web-site, any old web-site, then the money came rolling in. Even more crazy is that it worked…by the bucket load. Then along came “big” marketing and dragged us down some odd “brand-orientated, synergy-busting and paradigm-shifting alley”. Most of us got lost. Lost in banner impressions, land-grab, click saturation and massive paranoia about “giving away the crown jewels”.

Sadly what had happened is that really good personal relationships and transparency got smacked over the back of the head by mass-market tactics and thinking. It was wrong and a few companies avoided the headlong charge into “flash banner pages“, curious navigation and obsessive prettiness. You’ll recognize the companies that stayed away from this party, names such as Ebay, Zappos and Google spring to mind – there are a thousand others.

During what I call the “dim ages” many companies flocked to the outpouring of flash designers and online brand consultants. I feel sorry for them, during that period (2000-2003) we lost a fair few high-profile clients as they created their animated works of art that nobody wanted to sit through (remember the link “skip intro” appear on a thousand home pages?)

The dim ages were broadly a copy of old mass-marketing or 1:x broadcast style marketing. But what made the t’interweb so good in the beginning was the sheer vertical nature of the content, it started pretty much as a 1:1 media and that was it’s success. Thankfully we are now starting to see a shift back towards a 1:1 Internet and that is where its future lies.

You simply MUST focus on the needs of the individual when thinking about your Internet strategy and that means, due to the volume and disparity of people using the web, you must have a web platform that can identify individuals and serve them personalised content.

There are various platforms available but only one commercially available with open APIs. VITES 3.0, code-named 1:1 Superhero, offers everything you need to serve up personalised content to each and every visitor to your site. Regardless of how they arrive at the site.

License costs start at £500 per month and implementation from around £20k for a full turnkey service to slide under your existing site seamlessly and open up a whole new world of sales, data and conversion opportunities.