Segmentation. Targeting. Personalization. All are buzzwords used among marketers today. However, they are not new concepts. Academics have written about market segmentation for more than 50 years. Don Peppers and Martha Rogers raised the stakes in 1993 when they published “The One to One Future,” and Seth Godin fueled the fire for permission-based e-mail marketers in 1999 with “Permission Marketing.”
Incredible potential can be unleashed by acting upon segmentation, targeting and personalization strategies. Consider Amazon.com, which, amid considerable skepticism about its business model, built arguably the online world’s most valuable asset: the Amazon.com CRM database. This database enables the use of segmentation, targeting and personalization techniques that deliver value to the customer while maintaining a very high level of trust.