All these terms and more get thrown around when it comes to marketing to today's consumer, and for good reason. They're all used in an attempt to address the core problem faced by every brand competing for shoppers' increasingly divided attentions: building real, one-to-one relationships with customers -- at scale. Authentic, sustainable customer relationships are key to long-term business success. According to a recent survey by Oracle, 34 percent of shoppers reported "breaking up" with a brand because of "poor, disruptive or irrelevant marketing messages." Of them, over half (53 percent) attributed parting ways to irrelevant messages sent via multiple channels, and one-third (33 percent) said they did so because the messages were generic and obviously sent en masse.