Is Mass Marketing Dead?
Is "Mass Marketing" Dead?
I am in the mindset to believe that mass marketing is becoming less and less significant and is on the road to meeting its demise. The idea of Mass marketing is for a company to get its message across to as many people as they can, and by doing this, they will filter out those who are not interested in their product, while still getting others who are interested to become customers, and then hopefully advocates. The only problem with this is that so many companies have used this approach throughout the years that many people are beginning to find ways to completely ignore these messages and ads all together.
In my opinion, technology is a huge factor in mass marketing being on its way “out the door”. With online marketing, program developers are always coming up with the next best pop up blocker; with visual television ads the inception of DVR and TIVO, potential customers are given the option to fast forward through the ads to get right back to their program; and with mobile phones and tablets, many apps have a 99 cent upgrade to allow a user to completely ignore the ads all together.
Not only does technology with online marketing help potential customers ignore ads during their attempt to turn them into consumers, but it also allows niche marketing to step in and become more prevalent. A prime example to defend this belief is with social media. When one of the one billion plus Facebook users log into their account, immediately ads pop up. These ads are generated depending on where the Facebook User is located, what their relationship status is, what pages they have “liked”, and what they share on their walls. This approach is genius and doesn’t come off as intrusive. Before I had my first child, I was showered with ads about baby products that I should purchase, and “mom-to-be” programs. They were educational, and informative, and I totally bought into the marketing scheme. The ads Facebook users are presented with are
I am in the mindset to believe that mass marketing is becoming less and less significant and is on the road to meeting its demise. The idea of Mass marketing is for a company to get its message across to as many people as they can, and by doing this, they will filter out those who are not interested in their product, while still getting others who are interested to become customers, and then hopefully advocates. The only problem with this is that so many companies have used this approach throughout the years that many people are beginning to find ways to completely ignore these messages and ads all together.
In my opinion, technology is a huge factor in mass marketing being on its way “out the door”. With online marketing, program developers are always coming up with the next best pop up blocker; with visual television ads the inception of DVR and TIVO, potential customers are given the option to fast forward through the ads to get right back to their program; and with mobile phones and tablets, many apps have a 99 cent upgrade to allow a user to completely ignore the ads all together.
Not only does technology with online marketing help potential customers ignore ads during their attempt to turn them into consumers, but it also allows niche marketing to step in and become more prevalent. A prime example to defend this belief is with social media. When one of the one billion plus Facebook users log into their account, immediately ads pop up. These ads are generated depending on where the Facebook User is located, what their relationship status is, what pages they have “liked”, and what they share on their walls. This approach is genius and doesn’t come off as intrusive. Before I had my first child, I was showered with ads about baby products that I should purchase, and “mom-to-be” programs. They were educational, and informative, and I totally bought into the marketing scheme. The ads Facebook users are presented with are
References: Khandelwal, Payal. (2009) “ ‘Mass marketing works well, but the future is niche’: Contagious’ Nayar” Campaign India. Retrieved on April 26, 2013 from http://www.campaignindia.in. Poland, Ashley. “How Facebook Ads Target Users” Business & Entrepreneurship. Retrieved on April 26, 2013 from http://yourbusiness.azcentral.com. Smith, Craig.(2013) “How many people use the Top Social Media, Apps & Services” Retrieved on April 27, 2013 from http://expandedramblings.com. Lakelin, Philip. (1999). "Mass Marketing the Internet." Telecommunications (International Edition) April:59-62. Hanias, Georgia (2008) “The End of Mass Marketing” Retrieved on April 27, 2013 from http://www.destinationcrm.com.