Micromarketing
Two great links today via Experience Economy Evangelist:
The first is the cover story of the July 12 Business Week that profiles, in depth, the shift from mass market advertising and marketing to micromarketing and highly targeting campaigns. This is a must read!
The second is an Atlanta Business Chronicle profile of The Coca-Cola Co’s. slow and steady shift from the traditional 30-second TV ad to more “alternative marketing.” Coke has been getting a lot of attention for this lately and being one the world’s strongest brands with a $2 billion marketing budget, we’ll all surely be interested to see how this effort further develops.
