I’m 60, an early adopter of marketing analytics in the 70’s. Demographics, U&A, and product positioning research all hooked into mass marketing media, the foundation of our mass market, consumer led social revolution.

Now all that is irrelevant, or almost.

Marketing now is about engaging with an individual, and groups of individuals with a common mind-set, weather they be social butterflies from the eastern suburbs of Sydney, or driving a truck in the Kimberley’s.

Their demographics do not matter any more, what matters is their mind set, and increasingly we can communicate to a mind set with the tools of the web 2.0.

This just makes marketing harder and more accountable, as creativity and innovative thinking now trumps budget dollars, and mass reach every time, and you can measure the return from every dollar spent.

It also makes it more rewarding for those who embrace the challenge.