There has been a shift in the methods that defines on-line marketing on customer outreach. Today the efforts are not so much like using megaphone and getting your message out there as loudly and as noticeably as you can — so that as many people as possible hear what you have to say and know what your brand is. It has gone from more of an outreach measured by quantity to a direct and personal message outreach towards an individual. This individual is who you have created the message for. You altered and molded that message for what this person likes, what they think about, what they do in their free time, what kind of family they have, and what they are passionate about. Web technology is now more and more geared to collect personal information about you based on what web sites your visiting, and what you are talking about in your e-mails. Is it invasive or…awesome? It’s a little process called “on-line profiling” and I vote awesome. (I would much rather see a Michael Kors add pop up on the left of my monitor than one for Home Depot.) Companies (and on-line brands especially) SHOULD tailor our ads to what a customer likes, especially companies that aim to have an active social web presence. Cater to your audience, as individuals, instead of using broader advertising and marketing to capture a group. Sometimes you have to figure out what your average individual customer would be like based on your target group. What would your ideal customer be like? (Someone that would be most interested in the tool/services/products that you have to offer.) What music would that person listen to while jogging on a Saturday morning? What kind of connection tools are they interested in on-line? What types of circles do they run in? What are their interests and goals? You use those things to connect them with your brand on a more personal and intimate level. Speak right to the heart of what they want and need. The social media tools that currently exist are rapidly developing to allow marketers to become much more personally involved with their audience and community. Eric Imbs talks about how giving the customer an opportunity to choose their favorite color or favorite car, then cater to them based on their choice. He says, “colour is… a much more personal piece of information, which if used properly could make an ad much more targeted and….personal.” Through the on-line profiling that is possible today, we are allowed to get to know our customers at a closer level. Use this. Stop shooting for the crowds attention, and connect with your customers on a more intimate level.