Reaching your target customer is a difficult task in marketing because of the lack of information about public preference. The more information you have, the better job you can do establishing who you target market is and how you can reach them. Before the Internet consumer preference was largely evaluated by polls and surveys, but the accuracy of these methods is inherently limited because of their invasive nature. To truly evaluate consumer preference, it must be done in an unbiased, natural setting.
Today, people are searching, buying, rating, interacting, and using social media in a pressure-free environment. This is creating a large amount of raw, yet accurate data about consumer preference and by digesting this information you can sift through to the people who are interested in your product or service.
For example, [43 things](http://www.43things.com) is a community that allows people to interact about what they want to do with their life. One thing that 1033 people want to do is [scuba dive](http://www.43things.com/things/view/11225). When you’re on the scuba dive page, these are the advertisements that show up.
From a marketing perspective, if you’re the company offering scuba lessons or equipment, what better audience would you want then people who are coming out and saying they want to scuba dive. From the consumer’s perspective, if there are going to be advertisements, the more relevant they are, the better. Personally, I would much rather see ads that are interesting and relevant to me than random and untargeted ones. It seems to be a win-win situation.
As more [niche communities](http://www.eventrobot.com) are developed, the public’s preferences will become more transparent. With this, the information needed to figure out who your target market is, and how you can reach them will become available. Then the infrastructure will be in place for you to reach your target customer with ease.