All of this leads to the simple precept that today's technologies provide more opportunities than ever to reach - one-on-one - your prospect, your customer, your target audience. In fact, it would be irresponsible for us not to build our business model around the opportunities afforded us by emerging one-to-one marketing strategies and solutions. Yet there are self-serving agencies out there that still think that the cool ad or the hip TV spot are the only way to go. But then, you've probably already discovered that - which is why you're reading this in the first place.