Here's a "good" article from Robin Good on personalized marketing. Robin makes a nice distinction between the personalized, focused marketing becoming more popular in our digital age, and traditional interruptive marketing from the old days when mass media ruled.
There are good examples such as Vans Warped Tour where companies are reaching their targeted audiences by sponsoring experiences that invite participation.
There is still a role for mass marketing but it is becoming increasingly irrelevant and unproductive. It simply costs too much to reach too many people who couldn't care less or have made up their minds with information received from new media outlets such as blogs, discussion boards and online communities.
The Internet has enabled diverse global conversations and advertisers can no longer control the message by buying airtime.
Comments