Is "Mass Marketing" Dead?

In: Business and Management

Submitted By misstamara87
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| Is “Mass Marketing” Dead? | |

Mass marketing is the process in which segment differentiation among potential consumers is ignored in order to offer one product or service to an audience.(Hanias, 2008) Mass marketing is not personalized, unfiltered, and not audience specific which allows it to be able to reach a broader market of consumers in hopes that the product or service recognition is maximized. For some, it’s a strategy that requires less work and investment and plays on the idea that something is better than nothing. But, with so much innovation in technology and the increase in resources available to understanding the client mass marketing is slowly becoming ineffective and moving more and more towards being more personalized.
Mass marketing is the process in which information and advertisements are made available to the public. The different channels in which marketing can be distributed includes newspapers and magazines, radio and television, and now Internet. Marketing has evolved as the most proven way to reach out to potential customers and making them clients. If one really wants to evaluate the effectiveness and longevity of Mass marketing its important to understand the history of its purpose and evaluate the track record of its success. According to an article on the History of Mass Media in America, mass marketing was first introduced back in the 1840’s with the Industrial revolution and the expansion of the United States from the East Coast to the West Coast. That’s when Campaigns for products manufactured in the east were needed to inform western markets about their availability. (Sebastian, 2005) And the cheapest way to reach the most people nationwide included Mass Marketing of only one single products that was available. But times have significantly changed since the invention of the printing press and the newspaper being the…...

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