I’ve been thinking
about an excellent cover story in BusinessWeek a few months back examining the “Vanishing Mass Market",
While the focus of the piece is the impact of new digital technology on mass media, it offers insight into the resulting transition from mass marketing to micro marketing. This transition is being hastened across a proliferation of newer, narrowcast communications from specialized cable programming to cell-phones and PDAs.
These new tools must be integrated and applied within a more conventional framework of more conventional marketing tools, print advertising, PR, direct mail, and telemarketing to newer more focused Internet-technologies, including search engine optimization, adwords, email, and web logs or “blogs”.
These new digital media suggests the BusinessWeek are blessed with several advantages. The first is that they are fine tuned to allow ever more targeted media, extending the concept of one-to-one marketing over one-to-many or one size fits all. In this new age of micro marketing, it is not size of the audience that matters but the ability to reach and respond to very specific segments of customers.