I have to ad that the inspiration for the post came after working with some projects this last year that were hard pressed to ad some tailoring to the web initiative in order to make their offer more relevant.

But in regards to the broader perspective of marketing as a whole, I agree with you.. there is a time for the masses and a time for the niches.

Best
Helge

Great blog BTW. Been a follower for a while when I get the chance to view.

I think the idea of variability is much the same of identifying niches. One can carpet bomb or one can lazer guide stuff, but that depends on the message too, but in each each case it assumes a static target.

The mechanics of variability are extremely complex when one considers moving or transient targets. ie. As modern consumers our attention is directed at constantly evolving and moving channels. So we have channel variables on top of the variability of the individual….The challenge is cubed!

Mass marketing static target / path of least resistance but will always be needed for the stuff which needs to be said fast and loud. It’s the intricate relationship stuff, which given the connectivity we now have, is akin to a metabolic pathway, …..There are patterns in there, but they’re going to take time to understand.
Cheers
Sam

First I’d just like to state that I don’t believe stuff dies, I think old stuff gets better at doing what its good at while new stuff emerges and takes over the tasks that the old stuff was bad at.

I regards to banners, I think they as a marketing tool works on some initiatives, but banners are just one tool. And my hope is that more of us start spending our time finding different ways to do marketing, building and understanding relationships, not improving the infrastructure of the old stuff (more ideas on that here: http://is.gd/b6mhI)

Thank you again for contributing :)

Best
Helge