And assuming you have any friends, you will let them know where you frequent. Making chance encounters less chance.

I also add a new perimeter to how small your world is.

Actually I was reading a report on e-marketer yesterday that highlights just how big a role the internet plays in consumers’ buying decisions, even for products they subsequently choose to buy off line.

Brands (big and small) have to realise that shouting at people online doesn’t work. You need to engage with them in a meaningful way, to add value in some way. The good news, I guess, is that just as the internet has opened up so many more avenues for consumers to to research the products and services they want to buy, so it offers businesses a plethora of new avenues to reach out, learn from and engage with their customers.

Not sure I’d ignore what the big brands do… sometimes they get it oh so right… just don’t replicate them verbatim. Analyse what they’re doing, learn from it, and apply the elements that make sense for your business creatively in a way that adds value for your customers.

Another very interesting post from yourself and pretty well covers everything.

My only addition to this would be to say that the internet (and internet marketing) has become the most powerful tool for consumers. The internet has provided a rich source of a research options for the consumer – particularly the consumer who wants to make an informed and smart decision.

Therefore its important to show why you have a good brand, a good services, a good offering – you can’t just tell people that you have one and leave an empty proposition on the table. That worked in the 1980′s to the early 2000′s for big and small brands. Some people will use the internet to shout and slowly realise that nobody is listening.

So pay it forward – demonstrate and prove yourself – ignore what the big brands do and don’t expect consumer love and attention – work for it and you will become important to them.