As a web design company we specialise in creating websites that target a specific client base. As companies, you need to be able to reach out to groups of people who have a shared lifestyle that makes your service or product useful to all of them, this is key to all forms of marketing. But how do you do this? There are many paths to the consumer, some direct and some round about, some general and some specific. The key is targeted mass communication. Using the tools of mass communication (the internet, mass media etc) but in such away that minimises the amount of unsuitable consumers who will see your advertising and maximises the amount of likely customers. So, work on college advertising has come on leaps and bounds recently by using localised college communication systems and engaging with these systems to better reach college students at specific colleges. This gives larger companies, who operate across many different college areas, the ability to gain some of the benefits that local business who service colleges get by virtue of their locality.
So what we have now is not one massive communication system but many smaller contributing systems, each with their own nuances which each require specific knowledge and know how to fully access and service. This is the key now: whilst we have mass communication on a level beyond any known before advertising has often embedded itself to strongly in these new mass systems and slowly but surely consumers have become more and more alienated from the way that we speak when we speak about our products. So now this is the new challenge: how to bring communication back to the consumer, how to speak like we live next door, how to make unique advertising content and web design to specific areas and demographics. That is the challenge which we here at Swarm Interactice intend to take on.