Each person, member or not, has their own set of needs that you're trying to meet. Traditional marketing has us speaking to segments based on behaviors and transactions. And often traditional broadcasts are about what the association has to offer rather than what it is the member actually needs right then and there. Rather than building campaigns around selling something to a segment, focusing on "The Market of One" allows us to connect at the individual level by asking questions regularly over time to understand and immediately act on their needs.
Dave Will speaks on how associations are using conversational engagement methods to connect with their members one-to-one, with questions rather than broadcasts, as well as driving renewals by understanding intent and awareness. See how associations use conversational engagement to talk to "The Market of One" to drive stronger engagement.