Customisable marketing materials

Imagine being able to visit a supplier’s website and customise the marketing materials you want to download or view so you can find the information about those products that you truly want and exclude all the stuff you don’t need or want?  Toyota has a service at the moment that enables you to do just about that, according to Guy Kawasaki:

Toyota also has an interesting web site where people can custom-build a PDF. It starts here.

1. Run your cursor over “View PDF?? in the upper right corner of the window.
2.   Select a few topics in the next window.
3.   Click on “View PDF?? under the Prius outline on the right side of the screen. (But not the “View PDF?? underneath this one—identical text in two places with different functions is a poor design.)

This starts a process that builds a custom PDF—pretty cool. However, in this case, the process gets in the way of disseminating information, but there are good uses for this capability. For example, when you want only one part of a long manual.

This, to me, represents an evolution of the sales/marketing process and a further move away from command and control-style marketing to a point where all the information we want is customisable and made just for us.