One-to-One Marketing in the Age of Privacy

Viber mariia-martyrosian
Mariia Martyrosian
Global PR & Marketing Innovations Director at Rakuten Viber
One-to-One Marketing in the Age of Privacy

R1-to-1 marketing, also known as one-to-one marketing or personalized marketing, is a strategy in which a company tailors its ads to fit the needs of a specific client. And it is more important than ever in the age of an overwhelming number of marketing messages and content noise. 

A dream of every brand manager, one-to-one marketing is becoming a reality because of the advancement of technology and the use of big data. Brands need to collect data about their clients and then use it to create messages that are relevant to the individual. It is important for companies to always get customer consent, be transparent about their data collection practices, and give clients the option to opt out if they want to.

With first-party data, businesses can identify and reach their target audience with personalized messages that are relevant and timely. This approach builds trust and loyalty and ultimately leads to more sales. A CDP (customer data platform) can help companies with their one-to-one marketing efforts by unifying customer data from multiple sources, making it easier to segment and target customers. While still new, CDPs are becoming increasingly popular and are expected to grow in use over the next few years.

One-to-one Marketing With Rakuten Viber: The Perfect Way To Connect With Your Customers

Rakuten Viber for Business is uniquely positioned to deliver both scale and personalization. Since it is a mobile-first platform, Rakuten Viber is where users spend the majority of their time. Every single minute there are 3 million active Rakuten Viber users who send 3,9 million messages, share 1,2 million pictures and make 375 thousand calls.

If you're searching for a new way to reach out to your customers, Rakuten Viber may be the perfect solution for you. 

Rakuten Viber can be used to send out special offers, coupons, or just connect with your customers on a more personal level. Besides this, you can use it to answer questions, provide support, or just keep in touch with your clients. 

Rakuten Viber is a powerful tool that businesses use to reach and engage their target audiences. With our app, brands can send personalized messages to customers and prospects and track the results of their campaigns in real-time. Additionally, Rakuten Viber offers a wide range of features that businesses can use to create a more engaging experience, sending rich media content, and more. And all of this with the ability to personalize, yet reach a huge audience.

Thousands of brands and businesses worldwide use Rakuten Viber for Business solutions exactly because of that. The app is perfect for banks, retailers, CPG brands, logistics, hospitality, healthcare, and almost any industry.

One-on-one marketing on Rakuten Viber

Here are a few ways that companies can use Rakuten Viber for one-to-one marketing:

  • Provide customer service. This can be a great way to resolve issues quickly and efficiently.
  • Promote your products or services. You can use Rakuten Viber to send messages to your clients about your latest projects to keep them up-to-date on what you have to offer.
  • Create customized offers. Integrate CRM or CDP system, analyze customer data, and send truly personalized offers that are relevant to your audience.
  • Help to choose the right product. With conversational messages you can easily sell goods and services.
  • Get feedback. Poll your audience and get their feedback on your products or services. This is a smart way to improve your offerings and to make sure that your customers are happy.

And if you're worried about security, you'll be happy to know that Rakuten Viber offers encryption in transit for business messages, which provides an exceptionally high level of security for brands, so you can rest assured that your data is safe. 

Benefits of Using Rakuten Viber for One-to-One Marketing

Rakuten Viber makes it easy to stay in touch with your audience and build a relationship with them. Here are some of the benefits that will take your results to the next level thanks to the use of Viber for Business suite of solutions: 

  1. Personalized messaging. Rakuten Viber offers a suite of solutions that allow you to send personalized messages to your customers. With our app, you can send messages that are tailored to the needs of your audience. Segment the audience in any way you like, and be sure that your messages will be seen on individual screens when people are mostly engaged.
  2. Increased engagement. Rakuten Viber allows you to increase your engagement with your target audience. With our app, you can send messages that are more likely to be seen and heard.
  3. Improved customer loyalty. Because you are sending messages that are tailored to audience needs, and if you choose to segment your audience to make personalization more effective, this will result in higher engagement and improved loyalty.
  4. Increased conversions. With Rakuten Viber, you can see an increase in conversions thanks to reach, personalization, increased engagement, and improved customer loyalty. What’s not to like? With our app, you can ensure that your message is seen and heard by the people who matter most to your business.

Top Best Practices for Using Rakuten Viber for One-to-One Marketing

Here are the top three best practices to keep in mind when using Rakuten Viber for one-to-one marketing. These are based on the experience of thousands of brands that use Rakuten Viber for Business worldwide.


Send targeted messages to specific groups of customers. Even if you don’t have a CDP yet, you might find ways to segment customers based on their purchase history, or location, or interests. It is one of the most important steps that either helps your campaign thrive, or fail. 

Rich media content

Take advantage of Rakuten Viber’s rich media features to create engaging content that will capture your customers’ attention. Use images, videos, and even GIFs to make your messages more visually appealing.


Use analytics to track your results and see how your customers are interacting with your content. This way, you can adjust your strategy on the fly to ensure you’re getting the most out of the app. Don’t wait too long. If something isn’t working, it probably needs an overhaul.

The Challenges of One-to-One Marketing And How To Overcome Them With Rakuten Viber

As the market changes, so do the strategies that businesses use to reach their audiences. One-to-one marketing can be very effective, but hard, too. One of the biggest challenges is the amount of data that businesses need to collect and manage. In order to personalize their messages, brands need to know who their customers are, what they like, and what they don’t like. This requires a significant investment of time and resources. Another challenge is maintaining a consistent message across all channels. With one-to-one marketing, you need to be careful not to come across as too salesy or promotional. Instead, strike a balance between providing useful information and promoting your products or services. This strategy can be a lot of work for businesses. It can be time-consuming to create personalized messages for each customer, and it can be difficult to scale this type of marketing as a business grows. Talk to us if you are running into these issues, our team will work with you to find the right solutions. Despite these challenges, one-to-one marketing is a very effective way to reach and engage new clients. Businesses that are able to overcome all the difficulties will reap the rewards of increased sales, higher customer loyalty, and improved brand awareness.

As the use of Rakuten Viber continues to grow, more and more businesses are looking for ways to incorporate it into their marketing campaigns. We like saying to our business customers to not just use Rakuten Viber to sell products or services. Use the app to build relationships with your customers. Ask them questions, get to know them, and let them get to know you. Make sure your messages are frequent enough to keep your business top of mind, but not so frequent that you become a nuisance. Finding the right balance can be tricky, but it’s important to get it right. And remember, marketing should be fun! Don’t take yourself too seriously and enjoy your Rakuten Viber marketing campaigns. Be creative, try new things, and see what works best for your business!