 Learmer and Simmons (Learmer & Simmons, 2007) determine that American consumers are overwhelmed by an avalanche of over 3000 marketing messages daily
Marketing messages increasingly penetrate the private domain both in print (direct mail and telemarketing) and in digital (emails and mobile phone).As a result, customers are becoming less receptive to unsolicited marketing communication, specifically if it is irrelevant or impersonal.This is the context that gave rise to the practice of precision marketing.