Customers do not always fall into the easy demographic segments so favored by marketers. They think, and react to a range of stimuli that have little to do with their age, sex, family situation, education, where they live, how much they earn, and what job they do.

Each consumer is a market of one, and they must be won over by your brand and product offering, so make sure you really understand why they behave the way they do.

So called “new media” offers a channel to communicate with consumers individually rather than on mass, this does not make it easier than the old “mass media”, if anything it is harder, and it is certainly different.