No Size Fits All: From Mass Marketing to Mass Handselling Hardcover - 2009

by Tom Hayes; Michael S. Malone

Today's markets have splinteredinto millions of powerfulconsumer communities-how can businesses adapt?

It's no secret that traditional mass marketing-network television, newspapers, direct mail-is dying.Consumer markets are increasingly fragmented, evenas they become more connected, transparent, andglobal. The future of business is about penetrating selfformingniches, from affinity groups on Facebook tothousands of satellite channels and millions of privateonline communities.

So how can businesses reach new customers, wintheir trust, and earn their loyalty? Tom Hayes andMichael S. Malone urge an entirely new approach,embracing small, trust-based online groups as powerfulvehicles for creating customers and gathering invaluablefeedback. But what they call "marketing 3.0" isn'tas simple as setting up a YouTube channel.

Drawing on many case studies, the authors offer anew set of tools for a world where attention is harderthan ever to capture, but even more lucrative to hold.They explain how to use social media for a new kind ofmarketing-bottom-up instead of top-down, personalrather than public, subtle rather than full frontal.

The payoff is a return to the power of oldfashionedhandselling-turbocharged by bleedingedgetechnology.