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Typically, these interactions are customized to broad audience segments, such as demographics or geography, that can be known (in the case of email or logged in web traffic) or anonymized (in the case of digital advertising).
Some companies are even going a step further by anonymizing their offline data (think in-store purchases or call center data) to personalize the online interaction.
The waiter who knows your favorite seat at the restaurant, seats you immediately, and delivers your favorite drink without asking, is my personal favorite form of 1:1 marketing.