Marketing to the entire Internet is impossible. This is why it is important to define your target audience and determine ways to find that audience while being open to the many and evolving ways of accessing online communities.

For example, do not limit your concept of the Internet to the “blogosphere” and to allow the community to include message boards, wikis, social networks, social bookmarking sites, email lists, podcasts, vlogs, forums, IRC, SMS, IM, MMORPGs, webcasts, skypecasts, groups, online video games, 3-D virtual worlds (such as Second Life).