Don't look now, but your target market is shrinking.
Really shrinking. Thanks to technological advances virtually
unthinkable a few years ago, we're entering an era of
individuality that makes the "Me Decade" of the 1970s
seem positively pluralistic. No longer content to be mass marketed
to, today's consumers are demanding personalized treatment like
never before. Simply put, everyone is a market--a market of
one.
In this get-exactly-what-you-want-when-you-want-it world,
computers are made to order. Online booksellers don't just ship
requested titles--they actually suggest titles based on each
customer's preferences. Even McDonald's is touting its
"Made for You" food-preparation system. Similarly, Burger
King is renewing its "Have It Your Way" pledge.
What this means for your business is up to you. How do you
customize your product or service using the
anybody-is-not-everybody approach? Don't look now, but your
marketing horizons are expanding. Really expanding.
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