You are right that the article is directed to large mid size companies than to small businesses. The point that is getting lost in this discussion, is that as technology becomes more sophisticated, not only will the advertiser be able to reach the right potential costumer but will be able to reach her as she is more likely to buy the product. Traditional advertising is not able to do this.
On your point on Niche Marketing, I don’t think you are correct. When was the last time you just needed to buy that anything from Airbus or Boeing, or buy that missile from Lockheed Martin for your home security system. Clearly these are large companies do not make products for the masses (I know, you are going to write that we fly airlines, and that nowadays missiles are used on the daily basis), but when these companies court their potential costumer, they will promote their products to the government and airlines, rather than put an ad on "American Idol"
I think the point that is confusing on your last statement, is that as companies grow their costumer base becomes more broad. Case in point, online brokers. At the beginning these companies created systems for active traders, as they grew they modified their systems to appeal to the average investor. But they never stop marketing or creating products for their core costumers, we have Etrade with "Etrade Pro", TDAmeritrade's "Market Motion detector", etc. plus discounts on trades for active traders. That is the case of marketing to their "Niche Market" while expanding to the "Masses". So for small businesses it makes sense to stay with their “Niche Market”, till they are able to expand, I don’t think that is “thinking small”, I think is being realistic.
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