Why are profound changes in marketing communications creating both exciting and scary times for marketing communicators?

What will be an ideal response?

In the past, marketers relied heavily on mass marketing. Today, however, mass markets have fragmented, consumers are better informed, and sweeping changes in technology have changed how companies and consumers communicate with each other. These three factors have led to a new marketing communications model that is specialized to reach smaller customer segments with messages that are more personalized. Mass marketing can no longer be solely relied upon to deliver a marketer's message. Although these changes may frighten marketing communicators, these changes afford tremendous opportunities to reach new customers and strengthen relationships with existing customers.