According to a new report by Booz & Co., the next wave in marketing will be customer-preference driven targeted marketing, also known as “profiling”:

In a world overrun with marketing messages, the next wave of marketing technology will cut through the clutter, building automated marketing campaigns that address customers’ wants and needs individually. The result: greater customer intimacy, improved loyalty, and higher revenues. Moving quickly will gain real competitive advantage for organizations that start planning for the future, according to a new report by Booz & Company.

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“Next-generation campaign systems will give marketers the ability to integrate data into their calculations from all touch points. Marketers can then design flexible, real-time “inbound” campaigns that listen actively and respond to customer behavior and preferences,” stated Chahine. This type of system maintains an ongoing conversation with customers, reacting to every customer action and learning more through each contact.

Customer Profiling and marketing based on that customer profilie is a topic that I long have been pushing, and have dealt with extensively in my series “Profiling the Customer“.  This is a trend that is on the outskirts now, but will start to hit with marketers in a big way in 2010 and beyond.

H/T: CRM Masterye-Journal

Related posts:

  1. Targeting The Customer: A Five-Part Series
  2. Profiling Your Customer Improves Marketing Potential
  3. Response To The Content: Triggers and Refining the Profile
  4. Utilizing the Profile: Dynamic Content Targets Customer Interests
  5. For Direct Marketing, Cell Phone Number Is The New Email Address