We are witnessing a world of which is getting increasingly fragmented. We have moved from an era of mass marketing where Henry Ford could sell as many black Model Ts as he wanted, to an era where mass customization and micro-segmentation where every marketer wants to be able to address needs of individual customers.

Though not many have been able to reach the magic formula of being able to serve the individual customer profitably but in today's market the more you know about a customer - age, gender, what he owns, what he spends and what his preferences are - the more likely it is that you can create and pitch a product or service that will hit a bull's-eye.

Identifying and interacting with your customers in even smaller groups is a tantalizing prospect - and now easier and more cost effective than ever. Thanks to the Web and other technological advances that gather, store and sort customer data.

Today every business has understood that the micro-segmentation strategy can only help the company build a brand in the long run.

Next challenge business is faced with is, what medium I should use to reach out to these micro-segments in a cost effective way to achieve the growth and improve the profitability.

Well the answer lies in the big i-word that drives the world today?its innovation. Businesses have now become very sensitive to innovative ways of marketing, which provide them complete value for money.

The simple reason is the growing number of young population and their changing preferences. Nearly 47% of the Indian population consists of the youth population and the figure is predicted to reach 55% by 2015. This is the population that is much more tech savvy and has better reach to different types of media. A conventional media may not necessarily appeal to them in the desired manner. They ask for change and you should be ready to give it to them?just about instantaneously and that's where you are differentiated from the rest. Marketing is now all about serving the same food but in a different plate and with style.