Seth Godin has written Meatball Sundae about the 14 marketing trends in the future. All of them are a facet of his common idea: You do not need to go for the mass, go for the ones that want you! Be remarkable in a way that the specific group of people that like You will get to know you. Do not disturb people with advertising, but be there when they are looking for you. And then serve them.
One of the trends he describes is blogging and a lot more. I will continue this review.