Narrowcasting vs. Broadcasting
The industrial revolution nurtured a producer-centered system, and communications conformed to the equation, sender-message-receiver. With the advent of social media, it is clear that society and marketing have evolved from mass communications aimed at a broad audience toward specialized communications for targeted audiences.
Our traditional design and marketing practices center on the sender and message. However, with the ability for social media channels to produce insight into the customer, we can deliver marketing communications relevant to location, education, occupation, hobbies, likes, dislikes, and of course, social groups. We need to switch our focus to the other side of the communication equation; the receiver. By utilizing social media channels and focusing on specific audiences, we can be more effective in shaping and enriching the brand and its message, and in turn affect the bottom line.