How long is the tail? The days of marketers designing for mass appeal and enjoying huge profits by developing one gimmick are quickly becoming folklore; stories told by old and wrinkled PR persons over long drinks late at night. Today behavioral, demographic, and other forms of targeting require campaigns to be precise and flexible. Instead of creating a campaign for outdoor, TVC, radio and print, the modern PR and marketer devises infinitely mashable content that can be reformed endlessly to reach every possible nook and cranny that might hold a potential viewer.
On the other side of the equation, it has never been a better time to be a customer. Spoiled for choice and gazillions of dollars are being spent trying to figure out what you want, when you want it, and how you want it served up. We are entering into an unprecedented era of customer controlled content. Welcome to the ME century! Personally I feel very special. I hope you do too.