Customer Growth Strategy · Me-tail · Personalization

n = 1

I see dead marketing.

Strategies deeply rooted in average products for average people. Campaigns that haven’t answered the fundamental question: “who’s this for?” Promotions desperately (and pointlessly) trying to out-Amazon Amazon. Programs that reek of me-too-ness.

It’s never been a good idea to promulgate the undifferentiated, the uninteresting, the irrelevant. But today that nonsense will get you killed.

When the power has shifted to the consumer, when there is little scarcity of product, information and access, when top-line growth must increasingly come from stealing market share, tried and true, one-size-fits all approaches are dying.

“N = everybody marketing”–i.e. the mass marketing that is the centerpiece of most marketers plans and the overwhelming consumer of their budgets–has the advantage of being efficient and comparatively easy to execute. It also has the pesky little problem of not working very well, if at all.

If you have not embraced a treat different customers differently philosophy, the odds are pretty good that you are falling behind. And every day that you procrastinate it only gets worse.

“But investing in mass-customization and personalization is really hard” you say. Perhaps. But what’s hardest of all–what’s really going to suck–is getting fired or having your company go out of business completely because you fail to change.

True “n = 1 marketing” may be unachievable any time soon for many brands, in every circumstance. But in a world where mass is ending and the power of the individual and the tribe is rising, where being intensely relevant and remarkable is the ONLY thing that creates a signal amidst the noise, for me, it’s pretty clear in which direction you should be heading.

Oh, and I’d hurry if I were you.

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