Take a position: Mass marketing is dead versus mass marketing is still a viable way to build a profitable brandDiscussion-With marketers increasingly adopting more and more refined market...
Take a position: Mass marketing is dead versus mass marketing is still a viable way to build a profitable brand
Discussion-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.
This is a great question. I think a better approach is to say that mass marketing is becoming less important, but certainly not dead. Let me give you a number of reasons for this point of view.
First, the Internet is getting to be a very important place for advertising and marketing. Moreover, many companies are using the Internet to understand the tastes people. Google and Facebook are two examples. So, what these companies are doing is figuring out what people like best and allowing companies to target their marketing in very specific ways. This is why these companies are looking into what people surf for on the Internet. From this perspective, mass marketing looks like a dinosaur.
Second, with all this said, the Internet is not perfect for marketing. There is still a place for mass marketing. This is especially true in more condensed urban areas. In these contexts, it would not be realistic to target one segment of the population. More importantly, we need to realize that the world is becoming more urban. In light of this mass marketing will still be important.
In short, we need both mass marketing and targeted marketing.
Based on my experience as a marketer I concur that there will always be room for mass marketing. The reason being that mass marketing serves a specific objective in a promotion. Mass marketing is tailored towards creating awareness for products without the focus on market segments. Such products are forced to employ mass marketing strategy because they want to appeal to all segments of the market. Good examples of businesses engaging in mass marketing include Coca-Cola and Amazon.
The soft drinks giant produces and sells beverages targeted at the entire market. The giant online retailer sells a variety of goods to the entire market. On the brand level, the two businesses have no choice but to market without a focus on market segmentation. Additionally, the businesses want to be at the top of the consumer’s mind when they decide to make a purchase. Thus, the idea of mass marketing is hinged on the need to stay present in the customer’s mind and extend the reach of the brand to new customers.