What’s our competitive advantage? Why talk about anything other than your brand? The marketing universe is complexifying, transforming, reinventing itself. Even more importantly, targeting the wrong people can have worse consequences than simply losing your investment. You can change your choices at any time by visiting Your Privacy Controls. And your brand needs to be consistent online and off, and on both digital and traditional channels. It’s all about the customer. 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). At a glance, this seems obvious, basic even. Mass marketing is mainly applied to what we buy and consider “everyday products” or what I consider “boring products”. 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. And selling by taking is being replaced by Selling By Giving. We are juggling an infinite number of products, brands, tools, channels, and mediums. We are having to find ways to adapt to the new realities of inbound marketing or permission marketing. –  Infopresse Forum data et programmatique Conference, 4388, rue Saint-Denis, Suite 300, Montréal, QC, H2J 2L1 (. This is because; most people perceive it as something that takes away their attention-unnecessary evil. 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. How can you avoid missing the boat? Make Way For Personal Marketing. Test, test, test. In short, no, mass marketing isn’t dead, but it’s no longer enough. Mass marketing is not dead yet, but it is on the verge of dying. What do our customers like and dislike about our products? What interests your audience? Mass marketing is dying. We need to challenge ourselves, be innovative! Marketing needs to be looked at as a whole! It is, however, essential to adapt to today’s realities, and to evolve to keep up with the new standards. They’ve never had access to so much information. In a world where every digital media campaign is costing more and more, it’s more important than ever to create sustainable digital assets. There’s no question it’s in decline, but it can certainly still serve a purpose depending on the context or the brand. But, a combination of emerging technologies are about to … Is Mass Marketing Dead? 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? mass marketing. 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. And in a competitive industry, we need to stand out from the crowd and get noticed. Do you remember the Oreo Twitter campaign during the 2013 Super Bowl? Advertising that is unnecessary is what mass media is being perceived as. 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. 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? Offering useful, rich, informational content that responds to users questions can have huge returns. It’s not about you anymore! If yes, hopefully you’re using this invaluable knowledge as one of the foundations of your marketing strategies. Gone are the days of worrying about spam. Find out more about how we use your information in our Privacy Policy and Cookie Policy. These efforts allow us to define personas, a critical piece of knowledge for any company. 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. Is marketing dying? Detecting opportunities quickly, before anyone else, can have major payoffs on the web. Today, the onus is on us to establish direct, sincere, and localized dialogue with consumers. It is, however, essential to adapt to today’s realities, and to evolve to keep up with the new standards. These changes have been taking hold for the past several years, and as time goes on they will only become more pronounced. Information about your device and internet connection, including your IP address, Browsing and search activity while using Verizon Media websites and apps. Contributor Andrew Waber explains what it … And you could do the same! Consumers are not stupid. Some CEOs think marketing has little impact or don't trust their CMOs to drive revenue. We can’t stress this enough. 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. #engagement #conversion #ROI. If we want to be successful, we need an attractive offering that’s aligned with our customers’ needs. Interruption based marketing is being replaced by permission based marketing. The best content strategy needs to be developed with input from SEO, SEM, and social media specialists. It’s just not satisfying anymore and in no doubt, it's declining continuously. It’s the only way to grow, to know what works and what doesn’t. Better yet, offering inspiring, unique, and engaging content can do even more. 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. Do you really know your audience? personal marketing. Can you identify who your messaging most resonates with?