Segment of One Marketing and Consumer Behaviour

Abstract

The 'Segment of One' marketing describes tracking the task and preferences of a solitary possible customer then customizing items or advertisements for that individual according to their habits. The research suggests that when a person senses a business being respectful or trying to comprehend their problems, the individual begins to move along the engagement journey from interest to commitment. It's evident that clients are showing an increasing inclination for brands to adopt a more personalized approach towards them. To connect with the future generation of customers, marketers must think about the next generation of client interaction and what that indicates in practice. Segment of One marketing has been very easy to use in today's era because of the new opportunities opening due to the widespread use of internet that is allowing companies to collect data throughout multiple sources. In this chapter, an attempt will be made to recognize some of the most effective methods being adopted by the top companies under this Segment-of-One marketing in order to drive business growth.