Marketers are all abuzz these days about the combination of data, social and mobile that will enable them to have intimate, one-on-one relationships with their customers. But the reality is that the logistics of that model has yet to be worked out, and it likely poses huge technological challenges.

“We’re in an industry full of hyperbole and broken promises,” said Eric Reynolds, SVP and CMO of The Clorox Co.

Reynolds told John Furrier (@furrier) and Jeff Frick (@JeffFrick), cohosts of theCUBE, from the SiliconANGLE Media team: “We love data; we love to be certain. And it’s not a time of tremendous certainty.”

He said that taking huge demographics and segmenting them into smaller ones rather than targeting individuals looks promising. “Segmentation is going to change,” he said. “I don’t know if CPG will ever get to one-on-one marketing. But we’re going to get one-to-very-small-clusters. And that is a big journey for us.”

The future of one-to-one

Reynolds said that geographical data is going to bring us closer to targeting individuals and targeting them at the right time. He said there is the possibility of sending mobile messages to consumers as they are entering the store or when they are in the aisle carrying your product.

He also said that social marketing, while no match for the sheer reach of television, is great for timeliness and targeting to particular consumer groups. “Smaller apertures are good for micro-targeting and tuning the message just right,” he said.

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Oracle Modern Marketing Experience. And make sure to weigh in during theCUBE’s live coverage at the event by joining in on CrowdChat.

Photo by  SiliconANGLE