The explosion of media options in the last 5-10 years is giving small businesses options they did not have in the age of mass media, mass marketing.
The recession will drive a continuing growth in alternative media at the expense of the traditional media, the growth is inexorable.
Small businesses now have the opportunity to connect with their markets in ways impossible a few years ago, meeting specific very narrow markets that may be geographically spread. Access to the “Long tail” of marketing, is creating markets that did not exist 10 years ago.
Small businesses with a “narrow but deep” market potential are no longer restricted by geography. Look at what my friend Jonathan Hatcher and his wife Alyssa are doing with their fantastic berry jam products grown and made on their farm in he NSW southern highlands. Their products have great appeal to the small , widely dispersed group of people who value the emotion that goes into each jar of jam.