The New "M-E" Generation

In my last article, I touched on how we, as advertisers, should be working harder to embrace consumer self targeting. They do it already. Hell, you do it already. The simple act of searching for something on Google or Amazon is a form of self targeting, even if in minimalist terms. But, what about when they go to Amazon and read the hundreds of thousands of product reviews already uploaded to the site. No amount of advertising can combat a slew of poor reviews.

So how does this all work, anyway?

I'm an enormous music fan. I spend way too much of my time searching for new music to listen to and write about. Even so, the days of sifting through the album racks at my local CD store are long gone for me, now existing in some state of nostalgia in the back of my brain.

And while I'm constantly looking for new music, I'm hardly ever swayed by any amount of advertising for it. In fact, my general music snobbiness precludes me from buying anything in that fashion. Now, I spend some of my time on trusted sites like...

Continue reading Paul's super-awesome fantastic Mad Ave. Journal article....