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Is Your Audience A Bunch Of Users?
http://www.collaboratemarketing.com/ modernmarketing/ 2008/ 05/ your-audience-.html
Last year, I was told by a grand fromage at Microsoft that an important part of the company's shift from software to media was changing its view of customers - from many users to a single audience. Historically, MS has sold software to individuals who use it for their own disparate needs. However, now the web has joined all these people together they can be seen as one big group. And when you put it like that, advertisers are interested and branding bucks follow. What struck me at the time was that while MS was moving from users to audience, Big Media was going in the opposite direction.
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