1to1

1to1 is a term used to denote direct, individualized interaction between two parties. It is often written as “1to1” or “one-to-one” and appears in several fields to indicate personalized or reciprocal engagement.

In marketing, 1to1 marketing emphasizes personalized communication with individual customers using data, analytics, and customer relationship management to tailor messages, offers, and experiences. The concept gained prominence in the 1990s with Don Peppers and Martha Rogers, who described strategies for treating customers as individuals rather than as broad segments. Practically, 1to1 marketing relies on customer data, segmentation, and multichannel execution, and often integrates with loyalty programs and predictive analytics to improve engagement and lifetime value.

In computing and information systems, one-to-one describes a relationship or mapping between two sets where each element of the first set is associated with a unique element of the second set, and vice versa in a one-to-one correspondence or bijection. In databases, a one-to-one relationship links two tables through a primary key, ensuring that each record in one table corresponds to at most one record in the other.

In education, 1to1 refers to individualized instruction or tutoring, or to programs in which each student has access to a personal device or dedicated learning resources to support their education. Schools may implement 1to1 programs to facilitate personalized learning and digital literacy.

Other uses include brand and product names that emphasize customization or direct interaction. Overall, the term is flexible and denotes direct, personalized interaction or mapping rather than a fixed entity.