ugh personal interactions, an intimacy and knowledge about the customer and developed customer loyalty and trust. The age of mass marketing replaced the intimacy of a direct sales force in many organizations. Centralized large-scale production, wide-geographic distribution, and one-way communication on a grand scale created a tremendous variety of easily available, affordable goods. This put pressure on the relatively inefficient corner store and door-to-door models. Over time, the local corner store gave way to the supermarkets, malls, and megastores of today. While society has benefited from the cost efficiencies of these arrangements, something was lost in the bargain. That loss was the sense of connection customers had with the local storekeeper--personalized service.Mass marketing was enabled through technological improvements in TV, radio, and the printed press, all of which created simple and powerful means to communicate a company's message to millions of people at once. Marketing's major goal was to push product and create brand recognition. The main measure of success for this business strategy was market share. The Internet allows for a customized consumer experience. But how does TapNet enhance this equation?2.3.2.2 Target MarketingIn the mid 1980s, with the advances of technology and refinement in direct mail and telemarketing, another approach to communicate directly with the customer evolved. The use of Information System technology allowed the selection of specific ("targeted") customers via mail or telephone. Unlike mass marketing, targeted marketing had the advantage of potentially receiving a direct response from a customer. The general strategy was to unearth potential customers by canvassing large numbers. Response rates became the central metric in gauging success, with response rates of two to three percent being considered successful. Market share still remained the primary measure of business success. Target mar...
