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.