Mass Marketing is dead

Mass Marketing is dead



Mass Marketing is dead

The increasing diversity of consumers has led to changes in the way people conduct business, especially in the way they choose to market their products. Businesses are no longer content with advertising their products using mass marketing. Mass marketers do not concentrate on any specific customers, yet they try to appeal to everyone. Overtime, this has proven to be ineffective as they are not able to identify with their markets (Kotler, et al., 2010). Marketers have realized that they need to change their strategies if they are to reach more people. Nowadays, people have a wide variety of media to choose from, ranging from the traditional media such as televisions, to social networking sites such as Facebook. Modern consumers are empowered, and they are in greater control. They have a choice over what to purchase and consume because of the wide availability of products. Many people are no longer looking for standardized products, but they want goods that are unique. They want products that enhance their sense of identity and individuality (Fifield, 2008).

With more customers choosing to purchase their goods online, many marketers have used modern research methods to identify the buying patterns of their consumers. This has made it easier for the marketers to develop niche marketing, and it has increased the number of satisfied customers. The consumers are no longer bombarded with unwanted ads, but they get ads based on what they regularly consume. This makes marketing relevant, and marketers are able to improve their penetration of the targeted markets. Mass marketing was relevant when there were fewer channels for the marketers to choose from in order to display their adverts. However, the number of television and radio channels, newspapers and magazines as well as other print media has increased, and marketers can no longer choose them to mass market their products (Young & Aitken, 2007).


Fifield, P. (2008). Marketing strategy masterclass. United Kingdom: Routledge

Kotler, P., Lee, N., Farris, W. P., Bendle, T. N., Pfeifer, E. P., Reibstein, J. D., & Arcature, L. L. (2010). Marketing strategy from the masters (collection). Upper Saddle River, NJ: FT Press

Young, A., & Aitken, L. (2007). Profitable marketing communications: A guide to marketing return on investment. Philadelphia, PA: Kogan Page Publishers

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