T'S THE REASON CONSUMERS deck out their iPods, custom-detail their cars, order videos on demand or maintain a personal queue on Netflix. It's the reason they'll offer any information about themselves to your company. In today's "have it your way" society, where control is the hottest commodity, they expect nothing less than fully customized experiences.

What are your customers looking for? In a word - relevancy.

In this expanded issue, we take an in-depth look at what it really means to communicate with relevance. True one-to-one marketing has been misunderstood simply because of the many levels of personalization available. The good news is, there are some practical ways to apply your customer information through both print and online channels. You'll also find perspectives from three marketing experts who have observed various challenges and applications in their industries.

Go on, it's time to get personal.

Ron Drenning
President
rdrenning@first-marketing.com

P.S. Don’t forget to visit www.first-perspective.com/reply to get more information on tools in retention marketing.