Forbes.com, “Home Page For the World’s Business Leaders” and recognized as one of the world’s most widely visited business websites, stated in a recent post that “the next big thing in our industry (advertising and marketing) is going to be intelligent 1:1 marketing.”

Forbes.com contributor Lisa Arthur went on to say that “About fifteen years ago, marketers started using the term “one to one marketing” (or 1:1 marketing) to describe a CRM strategy that emphasized this kind of highly personalized interaction.

Then even more recently, technology and social media platforms added digital dimensions to 1:1 marketing tactics. Marketers started tracking customer behavior and engaging with their customers and prospects online in increasingly personalized ways.”

“Going forward, it won’t be enough to know that a certain customer bought a shirt from your store last month or that they “liked” your brand’s Facebook page last week. Going forward, marketers will need to combine and analyze these data points, plus others, from a variety of different resources, in real time.”

“Sure, you’ll still want to know about that past purchase, the more recent social media engagement, etc. –but you’ll also need to integrate that data with even more information. Perhaps most important of all, you’ll want to know when that customer is in your store, considering a purchase. Then, you’ll be able to put all that CRM data to work. (Does your customer want another shirt like the one she bought last month –according to warehouse records, there are plenty more left in stock. Does she know that slacks to match are now on sale? Etc.).”

“Think of intelligent 1:1 marketing as a strategy defined by this simple formula:

Intelligent 1:1 Marketing = Mobile Devices + Triggers + Social Media + Point of Sale Data

“By combining today’s technology with various data points, marketers will be able to present customers with better, more relevant (more “intelligent”) offers on a 1:1 basis.

I know many of us have been talking about intelligent 1:1 marketing for awhile, but only recently have all the pieces started to come together. Certain processes are still evolving, of course, but we now have significant enabling technologies. On the consumer side, there are mobile devices (smartphones, tablets) and social media networks. For retailers and brands, there are now triggers (QR codes, Microsoft Tags), new data warehouse technologies (marketing analytics, predictive modeling, business intelligence) and integrated marketing management solutions (offer systems, segmentations).”

“Intelligent 1:1 marketing will allow marketers to drive revenue in new ways. Ultimately, we’ll be able to create a completely unique customer experience based on location, past purchase history and behavior analytics. Plus, we’ll be able to integrate that customer experience with warehouse data and other promotions to maximize sales and drive revenue even more.”

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Link to full post on Forbes.com: http://www.forbes.com/sites/lisaarthur/2011/09/14/the-next-big-thing-for-marketing/