As the world continues to shrink, the number of things competing for our attention has gotten way out of whack. That’s been a big problem for media outlets – TV, Newspapers and Magazines in particular.

So marketers have been keeping a closer eye on you.

Don’t be surprised. You used to be able to simply buy a list of “high net worth investors” or “dog lovers” or “golfers” or “cooking enthusiasts.”  But now, those categories are way too big to be cost effective.

“Dog lover” is too broad. You need to drill all the way down to “Labradoodle lovers in Upstate NY.”

The era of 1 to 1 marketing is finally maturing. Mass advertising is inefficient. Enter “on-demand” TV. Direct mail needs more fine tuning. So add a personalized URL (PURL, landing page) to further qualify your list.

Finding your target is a tricky thing. Creating a virtual marketing “GPS” is the way to go. Surround your target and triangulate their coordinates. Then fire off your rounds of communication.

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In appreciation

As a father raising a growing boy, I don’t like that at all times, war wages somewhere on the globe…and that all too often our nation is caught in its grip.

Today, however, is Memorial Day. A day to put aside ideology and honor those who have followed their convictions to serve our country. I want to offer my sincere gratitude to all our veterans and to the memory of those who passed in service. My dad is a Holocaust survivor and neither he nor I nor my son would be here without the sacrifice of those in our armed forces.

Posted by: Steve Banis