Tuesday, October 13, 2009

Joe Consumer 

This article predicts that the next census data will put an end to the average Joe Consumer. Of course, there never was an average consumer. It was a useful fiction that marketers adopted to get their work done. What the internet and immense data collection have shown is that when one looks closely at the public, every individual is unique with specific tastes and desires that shouldn't be lumped with everyone else. It is possible now to appeal to that uniqueness through the communications media we have today. In other words, mass markets were never mass except in the minds of those who were communicating. This was a failure of theory that only now is being corrected. Public relations is more individual relations.


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