The new engagement model

Historically, marketing has been mass-targeted. But that was before the data revolution.

The opposite of mass marketing is content mapping. Mapping content to the context of each customer is the new engagement model—especially so in an age of noise.

Yet, it’s easy for us to forget the lesson of this new engagement model.

The new engagement model is about specificity. It's a conversation between two people. Not B2B or B2C. It's H2H. Human to human.

One-to-one marketing says to the customer: you are not a customer ID. You are not an email address. It says I have no right to your business; I’d like a chance to earn your trust instead.