Is Mass Marketing Dead?

IS MASS MARKETING DEAD? Name Course Title Institution name Course Instructor Date The concept of marketing has been perceived differently by diverse businesses as they all try to enlarge their market share by winning more customers. Marketing is an agent of success and proper consideration is always given to it when it comes to generating policies and strategies to govern the marketing conduct of a business (Mass Marketing in a Global Economy is Dead). Marketing targets consumers who on the other hand, are largely affected by the different strategies that businesses come up with. Mass marketing is defined as an effort to appeal to an intact market with one indispensable marketing policy exploiting mass media and mass distribution (Business Dictionary). It is also referred to as undifferentiated marketing (Marston, 1995). Most businesses consider it an old model. With marketers increasingly adopting more and more refined market segmentation schemes fueled by the Internet and other customization efforts some claim mass marketing is dead. Others counter there will always be room for large brands employing marketing programs to target the mass market. This paper will therefore, discuss whether mass marketing is dead or whether it is still a viable way to build a profitable brand. To arrive at the conclusions statistical analysis was carried out in relation to the topic of discussion. With the current state of information technology and nature of how information spreads, mass marketing is dead, even though most businesses fail to realize it. With the instantaneous messaging services available, there is a better way to carry out the marketing strategies (Mass Marketing is dead: Make way for Personal Marketing). Initially, businesses would design preliminary messages to attract as many people as possible (Marston, 1995). It was presumed that some of the people who received messages would filter through and become prospective customers for the business. It should be noted that the messages were sent to as many people as the business could afford. Notably, this is not actually the case when it comes to the contemporary business set up and state of information technology. Most people who receive these messages ignore them and no longer respond to their demands. This clearly indicates that mass marketing has actually lost its value and died gradually. To enhance the market share for a business, the strategists should simply design a message to appeal to a narrowly defined market segment. Its uniqueness makes it hard for the right intended person to ignore it (Marston, 1995). If it is send wide and open, even though most people will ignore it, the intended people cannot ignore it. And thus, it will have accomplished the business goal. For instance, considering online marketing, businesses display their messages all over the internet for those who browse to see. Mass marketing in this sense lacks detail and cannot appeal enough to convince an individual to purchase a product or service. Most of these messages lack a unique content which is significant in attracting consumers (Mass Marketing in a Global Economy is Dead). Lack of a unique content in the message makes people viewing these messages to ignore them. For example, things like "An opportunity to make money online" are quite vague and even though they may attract a large audience, the responses are very much few for they lack specific content (Marston, 1995). Moreover, they are ineffective for bringing in the business idea. Most businesses have come up with the notion that online advertising is the cheapest, yes, but it requires a more direct, unique and information rich message which is targeted at a narrowly defined audience. This is where the real power is when it comes to building up a profitable product. In this manner, it is clear that businesses which use marketing strategy as their advertising mode on the internet more of waste their time because the responses are few and cannot be attributed to any form of success regarding business profitability. In particular, it pinpoints out that mass marketing is actually dead and has no role when it comes to business marketing strategies (Whetten, 2009). There are more viable ways of undertaking the same a...