The one-to-one marketing and product customization waves – the things we never wanted

One-to-one marketing was supposed to be the holy grail of customer relationship management.

Companies would no longer have to isolate us from the rest of world as a group to sell to us; they could actually do it on an individual basis. Problem is that we are hyper-social beings who prefer to operate within our to operate within our tribes. We do not want to be isolated from our group...