advances in communications technology have accelerated the movement towards personalized marketing communications. Increasingly, internet or online markets today are using new, interactive, highly targeted media - rather than the one-way interruption messaging of the past.
the marketing communications environment has also changed. previously, the focus was on the mass market. today, the niche market is significant. this involves targeting a smaller, often specialized market sector. foe example, instead of offering a general office cleaning service, a company may focus on the cleaning of windows only.
internet users are looking for products, or niche products, that will provide them with a solution.