What would be considered "variable marketing"?

Question

My department (marketing & public relations, community college) is interested in looking into variable marketing. But I'm wondering variable marketing entails exactly.

Answer 1

Variable marketing is basically tailoring your marcom to the target audience. You most frequently see it in direct mail:

"Dear <>,
Like many other people who live in <>..."

By tailoring the message to the individual (or group), you tend to create more of a sense of intimacy with the target and usually see a higher response rate.

Hope this helps!