But there s another deeper sense in which networks are changing the fundamental nature of commerce. When companies use the techniques of demographic segmentation, they look at markets through the lens of product. We have this thing. In contrast, when online audiences look at this new medium, they look through the lens of interest. I m curious about this thing.
People gravitate toward Web sites that feed their curiosity, their genuine interests.
And in this process new micro-markets are just now emerging. Thousands of them. They are coalescing around voice around people who are articulate, entertaining, knowledgeable and informative. These micro-markets are too small to show up on any demographic radar. To reach such micro-markets and form productive relationships with them, companies need to share the interests they represent.