The Year's Main Marketing Messages

In an era of hundreds of channels, social media and message overload, targeting the general public is futile unless you have the budget of Coca-Cola. It's also ineffective. People expect a more personalized experience when they interact with a brand, including yours.

That's where micromarketing comes in — which happens to be the name of a new book by Greg Verdino ("MicroMarketing: Get Big Results by Thinking and Acting Small," McGraw-Hill). The idea is that we need many small, targeted acts of outreach from people reaching out to their own circles of influence. Those many small acts can lead to big movements. The result of the growth in micromarketing is a big power shift. Mass communication has been supplanted by masses of 
communicators.