BusinessWeek has a cover package of stories in its July 12 issue on the fragmentation of the general consumer market and media consumption. This first story is a general overview and issues in the media market and how it is dealing with this nichefication of media. The whole permission marketing spiel, the online micromarketing promise etc..
“The logical end point of micromarketing is a personalized message — and product — for each consumer. However, few big companies are ready to segment markets as fine as this just yet. They worry about inflaming consumers’ privacy concerns, but their hesitation is mainly a matter of economics. Done right, micromarketing is cost-effective, but that doesn’t mean it’s cheaper. To the contrary, advertisers typically pay a premium rate to reach a defined audience; the closer the targeting, the steeper the CPM.”
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