Marketing has long been about reaching the mass.

Marketing campaigns were designed to encompass a large target audience and reach each individual with the same message.

This has never been easy, even in the days when advertising mediums were well suited to it.  Wonder Bread used to have the same message, advertised on three TV channels.  But that didn’t mean everybody liked Wonder Bread.  You spent a lot effort marketing to people who had no interest in your product or message.

Under these circumstances, the idea that a major marketing campaign would try to reach individual consumers, one-to-one, was absurd.  It would be impossible to try to connect with Tom in Detroit, even if he did love Wonder Bread so much it was a part of every meal.  Sure, he might tell a few friends, but there was no marketing ROI in such a micro-focused effort.

In today’s connection economy, the situation is almost the opposite.  When you connect with an individual advocate, you don’t just connect with him.  You connect with his network.

It’s digital amplification:  individuals today are connected through social media channels where a single “word of mouth” referral instantly multiplies, often into significant audience numbers.  Each connection amplifies through personal networks and awareness spreads, like flood waters breaking off into new tributaries.

Marketing strategy moves from trying to encompass the mass with a generic message to connecting to individuals with a message that resonates personally.  It’s not just a shift in strategy, it’s a shift mindset.

The strategy is most effective when you can win over a key advocate who’s network is made-up of potential clients.   For example, say you sell a high-quality organic flour and Tom in Detroit owns a bakery supply shop.  It’s worth your time to do marketing outreach at the grass roots level with him, developing a personal connection.

If you turn him into a fan, he’ll do the marketing (in his network) for you.  Multiply this by a series of well networked fans, and you have a new way to reach a “mass audience”.  Even better, this audience is culled based on interests, so instead of a huge, sweeping campaign that tries to reach everyone, you have a directed campaign that connects like minded people through their networks.

Where there used to be a handful of channels that spread to the masses, there are now a multitude of channels connected to personal networks.  Starting at the grassroots level, you can spread your message, reaching your target audience with precision.

There are, of course, still going to be big brands that advertise during the Super Bowl.  If it’s worth it for you to reach millions of people all at once, then you should.

But for smaller brands, these broad, outbound efforts are wasteful.  There is far more ROI at directing your marketing towards people and groups that show an interest in what you offer.  In today’s networked world, this is not only possible, it’s essential.

The connection economy is built for grassroots marketing campaigns.  Find just a few people who will love what you do, and start spreading the word.  In the culture of social media and search marketing, you can connect with the right people fast enough to build out a strong marketing campaign.