The
small world
Tim Leberecht / eMarketing Conference / San Francisco / April 15, 2008

1. The world is small and life is short

Small(er) world

Small(er) world

Inter-connectedness has reached unprecedented levels.
We can make targeted connections within the context of our individual
demographics, preferences, and consumer habits.
Online social networks have ushered in a revelation of personal user data for the
benefit of connecting with like-minded people.
New universes of consumers, “worlds within worlds,” are the emerging realities
of individualized and shrunken consumer segments based on shared preferences.
The “right” products connect with the “right” consumers: Micro-markets blossom at
the “long tail” of th