Personalized marketing (also called personalization, and sometimes called one-to-one marketing) is an extreme form of database marketing. Whereas product differentiation tries to differentiate a product from competing ones, personalization tries to make a unique product offering for each customer.

Internet marketing

Personalized marketing had been most practical in interactive media such as the internet. A web site can track a customer's interests and make suggestions for the future. Many sites help customers make choices by organizing information and prioritizing it based on the individual's liking. In some cases, the product itself can be customized using a configuration system.

The business movement during Web 1.0 leveraged database technology for targeting products, ads, and services to specific users with particular profile attributes. The concept was supported by technologies such as BroadVision, ATG, and BEA. Amazon is a classic example of a company that performs "One to One Marketing" by offering users targeted offers and related products.

One-to-one or one to one may refer to:

Mathematics

Entertainment

Other

See also

In systems analysis, a one-to-one relationship is a type of cardinality that refers to the relationship between two entities (see also entity–relationship model) A and B in which one element of A may only be linked to one element of B, and vice versa. For instance, think of A as countries, and B as capital cities. A country has only one capital city, and a capital city is the capital of only one country

In a relational database, a one-to-one relationship exists when one row in a table may be linked with only one row in another table and vice versa. It is important to note that a one-to-one relationship is not a property of the data, but rather of the relationship itself. A list of mothers and their children may happen to describe mothers with only one child, in which case one row of the mothers table will refer to only one row of the children table and vice versa, but the relationship itself is not one-to-one, because mothers may have more than one child, thus forming a one-to-many relationship.

In telecommunications, a point-to-point connection refers to a communications connection between two nodes or endpoints. An example is a telephone call, in which one telephone is connected with one other, and what is said by one caller can only be heard by the other. This is contrasted with a point-to-multipoint or broadcast communication topology, in which many nodes can receive information transmitted by one node. Other examples of point-to-point communications links are leased lines, microwave relay links, and two way radio. Examples of point-to-multipoint communications systems are radio and television broadcasting.

The term is also used in computer networking and computer architecture to refer to a wire or other connection that links only two computers or circuits, as opposed to other network topologies such as buses or crossbar switches which can connect many communications devices.

Point-to-point is sometimes abbreviated as P2P, Pt2Pt. This usage of P2P is distinct from P2P referring to peer-to-peer file sharing networks.