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micro-audiences

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Less is more. The tweet(ed) revolution.

This weekend, in the aftermath of the Iranian election, Twitter's ability to build a mass audience by virally connecting myriad micro-audiences through micro-messages has proven again to have real impact. When the Iranian police started cracking down on p

By June 15, 2009

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The shrinking brand: marketing in a small world

The world is small. Life is short. But brands still want to be big and have a long life. That's no longer viable. Given the atomization of audience size and behavior, they will need to "shrink," too, if they want to remain able to connect with consumers.

By January 1, 2008