Say a local pediatrician wants to communicate more closely with his customers. On a monthly basis, he might select from his patient database those children who are due for check-ups, vaccinations and other routine procedures. His print provider sends out personalized mailers to each family (protected in a brightly colored envelope for privacy), encouraging them to make an appointment to address their children's individual needs.

One card might say, "It's flu season! Are Emma and Megan at risk from other children at school? Bring them in for vaccinations!" Or maybe, "It's hard to believe-Abigail is turning three! Ensure that she stays healthy for years to come. Make an appointment for a three-year checkup-the lollypop's on us!"

Not only does this remind patients to make appointments, but it builds the brand. A pediatrician with a brand? Absolutely. His brand is that he cares about his patients on a personal level. He knows and cares about their needs, even when they aren't in the office.

A marketer wants to use 1:1 marketing to do competitive reconnaissance. An automobile manufacturer asks people about their preferences in automobiles, SUVs or pickup trucks. It gathers data on their likes and their dislikes, what kinds of vehicles they own now and how long they've had them. Then it shares that competitive intelligence with local dealerships, who can then contact those individuals with incentives to visit their locations to test drive the car of their dreams.