In today’s recession-based economy organizations are making a drastic change away from mass (acquisition) marketing toward retention marketing.  On the consumer side, potential prospects are reeling in their spending and sliding down the long tail by finding exactly what they want, when they want it, and for the price they want to pay.  With acquisition marketing getting more expensive and less effective (see Zain Raj’s piece on markeing focus ), retention is where businesses are headed, and New Media is the tool. Read the rest of this entry >>

In his latest blog post, Whether or which , Seth Godin makes an excellent reference to the strength of new media in expanding market share vs. expanding the market in general.  I’d like to take his concept a step further by contending a hidden market exists which, when tapped, acts like market expansion with all the benefits of market penetration.  And new media is the perfect way to gain access to it. Read the rest of this entry >>