Engagio CEO: The one-to-one relationship is the key driver behind marketing’s evolution

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Marketing software has been evolving toward the goal of one-to-one marketing, says Engagio CEO and co-founder Jon Miller.

Miller, who also co-founded Marketo, told me that his career was inspired by the 1993 book, “The One to One Future: Building Relationships One Customer at a Time.” Written by customer strategy experts Don Peppers and Martha Rogers, it presented a vision of what might follow mass marketing.

Miller pointed out that the goal of a highly granular, targeted marketing could be fully achieved at mass scale by the first generation of marketing automation tools, which have been largely rules-based. It needed a mature artificial intelligence to manage all those separate interactions with customers. (Miller will speak about “The Evolution and Future of Martech” at our upcoming MarTech Conference in Boston.)

But, while AI can relieve marketers of some tasks — Miller likens it to auto-pilot in a plane, where the pilot can focus on where the vehicle is headed — he also points out that marketers are beset by thousands of choices for software tools.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


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