But many brands still only see online advertising through the lense of scale – using Facebook like a megaphone and Twitter as a mass marketing vehicle, which explains the constant lust for more and more friends and followers. But you can’t blame big brands for this, everything they do is done at scale, the ability to produce and distribute in enormous quantities is part of their essence. They are built to neglect the individual needs of their customers – they only work at scale.
As big brands are trying to fit into a one to one connection marketing world, smaller companies have an inherent competitive advantage online. We as consumers have pretty much everything we need but the one thing that never decreases in demand is attention, appreciation and belonging.
Increasingly the way we derive attention is through the content we share. The content we share is a reflection of our identity. Instead of someone deciding to share content about a product or experience after they have purchased it, the reason for purchasing something is to share it to friends (the point of going to that concert is so that I can tell everyone that I went).
Combine that longing to belong with creating identity through sharing along with our newly found weird niche passions (thanks to the long tail) and the money and resources to make use of the abundance of choice that now exists, and the environment is ripe for a small business making niche products hyper targeted to excited and neglected (by big brands) customers via social media that gives each customer the feeling of belonging.