The “new media” and with it, smarter marketers, have changed the rules of marketing forever. There is no need to spend money promoting your product or service to audiences that will never buy. The marketplace has always been incredibly segmented, but media outlets did a great job of inventing demographics such as “Women 18-49″. Do you know any 18 year old women who have a lot in common with 49 year old women? Perhaps they will buy the same shampoo, but the same music? clothing? The playing field has been leveled a bit. A huge budget will still hide mistakes, but it is an exciting time to have great ideas, an innovative product or service, and a smart team planning your targeted strategy.