In short, no, mass marketing isn’t dead, but it’s no longer enough. The best content strategy needs to be developed with input from SEO, SEM, and social media specialists. What do our customers like and dislike about our products? Why talk about anything other than your brand? You need to be able to get a quick overview of your situation. Success is more likely to come with honesty, transparency, and communication – of good news and bad. Mass marketing is dying. If not, it’s undoubtedly time to investigate using, for example, user interviews, search trend analysis, A/B testing, or your internal database (first-party data). There are different types of testing you can do, whether it’s A/B testing banner ads, text ads, landing pages, design, or content. Trying to control or hide this information is a lost cause: very quickly it all comes to light through one channel or another. Find out more about how we use your information in our Privacy Policy and Cookie Policy. At a glance, this seems obvious, basic even. Do you remember the Oreo Twitter campaign during the 2013 Super Bowl? Mass Marketing is Dead. Essentially, the idea is to find a way to reach the right people, segment/personalize your messaging, and thereby maximize the efficiency of your investments, your ROI. These changes have been taking hold for the past several years, and as time goes on they will only become more pronounced. Do you really know your audience? These efforts allow us to define personas, a critical piece of knowledge for any company. Everyone wins, including you. By bombarding the wrong people with your messaging, you can actually damage your brand image by generating negative sentiment. Test, test, test. This knowledge can open up numerous opportunities, for example Custom or Look Alike audiences in paid search, or more personalized email marketing. Are we listening? Mass marketing is mainly applied to what we buy and consider “everyday products” or what I consider “boring products”. How can you draw conclusions from your digital campaigns or communications efforts? mass marketing. Thanks to their reactiveness, inventiveness, and sense of timing, Oreo succeeded in stealing the show from the biggest advertisers, for zero dollars. Mass marketing is not dead yet, but it is on the verge of dying. Each initiative has an influence on another. To deal with them, we need to get more granular, shrewd, relevant, and conscientious about how we spend our digital marketing dollars. August 09, 2012 Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. One of the best ways to stay focused on the right data is to define your goals and KPIs from the beginning, document them, and above all, don’t lose sight of them. But how often do we really stop to think about this? There’s no question it’s in decline, but it can certainly still serve a purpose depending on the context or the brand. You can change your choices at any time by visiting Your Privacy Controls. Remember the Volkswagen scandal? “The fact is, you’re always on the record, everyone is a critic (or could be) and the web remembers forever.’’ Seth Godin. We are juggling an infinite number of products, brands, tools, channels, and mediums. Make Way For Personal Marketing. Advertising that is unnecessary is what mass media is being perceived as. The marketing universe is complexifying, transforming, reinventing itself. But, a combination of emerging technologies are about to … Primetime TV and rush-hour radio spots, full-page ads in high circulation daily papers, premium and impression-based media buys – all these are no longer enough. And your brand needs to be consistent online and off, and on both digital and traditional channels. Mass marketing isn’t particularly dead, but if your goal is to stand out as a small business and grow a large customer base, mass marketing is not your best route. personal marketing. Today, the onus is on us to establish direct, sincere, and localized dialogue with consumers. It’s not hard to imagine a future where interactive marketing messages are nearly inescapable. What about you, what strategies and tactics have you used over the past few years? In itself, adapting your messaging to your audience is natural; we do it automatically in our everyday lives, so why not apply the same logic to the web? And selling by taking is being replaced by Selling By Giving. The best media plan needs to be combined with quality banners and landing pages that offer an optimal user experience. HuffPost is part of Verizon Media. Can you identify who your messaging most resonates with? The death of the mass market and why consumers couldn’t be happier The environment for brands has changed dramatically just in the past few years. Some CEOs think marketing has little impact or don't trust their CMOs to drive revenue. As advertising increasingly gets incorporated into our every device, brands will have even more opportunities to interact with consumers in every aspect of their lives – and will tailor their messages accordingly. It’s equally essential to look at your data through the right lens, i.e., to understand how your various marketing channels interact and what each brings, using a reliable attribution model. Surround yourself with brand ambassadors and allies. –  Infopresse Forum data et programmatique Conference, 4388, rue Saint-Denis, Suite 300, Montréal, QC, H2J 2L1 (. What’s our competitive advantage? Gone are the days of worrying about spam. At some point we’ll all experience successes and failures, it’s inevitable! There’s no question it’s in decline, but it can certainly still serve a purpose depending on the context or the brand. The days of mass marketing are coming to an end as we enter a new era of personal marketing. Although, we are moving towards more personalized marketing but in my opinion mass marketing isn’t dead. How can you avoid missing the boat? Better yet, offering inspiring, unique, and engaging content can do even more. Our data should be easy to access, easy to understand and easy to digest; too much data is as bad as enough. Above all, establish a direct and efficient dialogue with the consumer. #engagement #conversion #ROI. And you could do the same! It’s the only way to grow, to know what works and what doesn’t. We can’t stress this enough. If yes, hopefully you’re using this invaluable knowledge as one of the foundations of your marketing strategies. And in a competitive industry, we need to stand out from the crowd and get noticed. It’s all about the customer. We need to challenge ourselves, be innovative! Offering useful, rich, informational content that responds to users questions can have huge returns. For a number of reasons, marketing has changed dramatically. Make Way For Personal Marketing. What interests your audience? It’s not about you anymore! Marketing needs to be looked at as a whole! In evaluating, for example, the effort it would take to create ten messages instead of three, and assessing the incremental benefit of those three or ten messages. Friday, June 20, 2014. Contributor Andrew Waber explains what it … marketing ideas. To enable Verizon Media and our partners to process your personal data select 'I agree', or select 'Manage settings' for more information and to manage your choices. Even more importantly, targeting the wrong people can have worse consequences than simply losing your investment. As marketing gets customized to consumers’ particular tastes … Consumers are not stupid. We are having to find ways to adapt to the new realities of inbound marketing or permission marketing. In a world where every digital media campaign is costing more and more, it’s more important than ever to create sustainable digital assets.