I agree with what Eric Clemmons is getting at, and I think it is something that I eluded to in a prior post. Similar to how consumers want custom service and custom products, they also want custom advertising, which is information that they search for on their own terms. People are getting good at clicking through the garbage to get to the content they are looking for, and they are more or less bothered by the distractions. Rather, when a consumer actively searches for a product and service and is then presented with websites or information relating to that search, they are not only going to be more receptive but there is a good chance they will actually purchase that product. Information is so easily accessible now for all consumers that rarely will a product search begin and end with traditional advertising. Consumers want to see options, they want to see reviews and they they want to know they are getting the best deal possible. This used to be too time consuming but it is a process that can be completed now in a matter of minutes with powerful search engines and useful websites. Advertising is increasingly a two way street. Marketing is no longer a passive activity, it needs to engage its customers and harness the opportunity when a consumer actively searches for a product.