Mr. Spock famously decreed that "the needs of the many must outweigh the needs of the few." It's a great quote, and a rather selfless philosophy when you're trapped next to a spaceship's overheating reactor. However, in the world of online marketing, it's quite an outdated point of view.Businesses of all sizes are discovering that prospects and customers (big surprise) don't like advertising any more. Rather, they want - and even expect - businesses to relate to them as individuals. That goes against conventional agency thinking, because these firms focus on mass-media. I believe it's simply very difficult for them change their practices to start thinking of the individual.
How can a business like yours give customers what they really want without spending every hour, and every dollar, in the process? Read on and discover how powerful the right kind of approach can be.