Take a position: Mass marketing is dead versus mass marketing is still a viable way to build a profitable brand.With marketers increasingly adopting more and more refined market segmentation...
Take a position: Mass marketing is dead versus mass marketing is still a viable way to build a profitable brand.
With marketers increasingly adopting more and more refined market segmentation schemes fueled by the Internet and other customization efforts—some critics claim that mass marketing is dead. Others counter that there will always be room for large brands that employ marketing programs targeting the mass market.
If I have to take one of these absolute positions, I will argue that mass marketing is dead (or soon will be).
In today's world, mass marketing does not reach as many people as it once did. People no longer all watch the same things on the same TV channels. There are only a very few events, typically one-time things, that get the same kind of audience that all of the top shows did a couple of decades ago. The audience is too fragmented for mass marketing.
In addition, mass marketing is inefficient even when it reaches large numbers of eyeballs. With the amount of data that is available about consumers today, it is getting so much more feasible to identify smaller groups of people who are much more likely to buy your product. You can then market more directly to them rather than having to pay to reach huge audiences, many of whom may have no interest at all in your product.