Summary

In the best of worlds, all marketing is relevant. This book brings light to and creates understanding for how to capture the opportunities for target marketing, given by recent technical development and improvement brought to the state of practice of rules and regulations, old media houses Schibsted and Aftonbladet, search engine provider Google, and marketing agency Mobiento Mobile Marketing. Customers often perceive marketing on the internet as annoying, repetitive and sometimes even noisy. Companies have problems to focus their marketing efforts towards the areas which give most value for the marketing investments. Well established businesses are challenged by a new business model using the Long Tail phenomena that is shaking the old media houses business position. Smartphones and netbooks are merging into mobile devices, which release a number of opportunities for target marketing. Mobile devices are personalized and as a consequence, open for the possibility of target marketing towards individuals. The target marketing house concept points out four significant areas for companies to benefit from the power of target marketing in mobile devices.