Marketing is becoming more targeted, more granular - more personal, and more local.
Of course some great national campaign work is being done. But more and more marketers are recognizing that if a message isn't relevant to a specific context, it will likely be ignored.
Luckily, the ability to customize and localize marketing message is coming within reach. No longer is it necessary to produce millions of the same message in order to gain cost effectiveness.
From in-store messaging (POP) to geo- and demo-targeted online ads, tagged video spots, heavily customized Direct Mail, and cross-media campaigns, customized messaging is more affordable than ever.