Splintering of the Consumer Market

Mobile and social marketing are also important emerging channels to reach the splintered market. Through device, operating system and browser detection, websites and marketers can identify mobile users and specifically target messaging to this growing segment.

Specific offers and messaging that appeals to this user segment can improve overall advertising effectiveness. Likewise with social networks, marketers can advertise on social networks to broadcast or narrowcast their messaging. The viral nature of social networks only enhances the message effectiveness through reposts, retweets and other linking techniques.