Mass Marketing is like, so dead !
06/08/10 07:57 AM Filed in: Consumers
As
the cartoon goes; "if you talked to people like
advertisers talked to people someone would slap
you". Yet research organizations, like Nielsen,
continue to publish studies that people watch
commercials. What the don't take into account is
that there is a big gap between watching a
commercial and actually purchasing the product
advertised. (I'm not even going to go into the
fact that most of us are multitasking when
watching TV!)
In my presentation (below) I quote some research that shows that people are in fact going to product websites for information. The problem is that once they get that information they are then talking to others to see if your brand has lived up to its promise. You could spend a lot of money on TV ads but if you're not executing on all brand touch points and people are talking about your failures your dollars are going to waste.
Marketers love to segment their audience but the problem today is that consumers don't like to be segmented and don't like messages based on a few segments. They want to be talked to and engaged as individuals not segments. They are, after all, more likely to have more in common with a friend on Facebook or Twitter than their next store neighbors.
It's time to align your marketing around the individual and stop thinking mass marketing. Dollars are too hard to come by to use outdated metrics and marketing to win new customers.
The End of Mass Marketing
In my presentation (below) I quote some research that shows that people are in fact going to product websites for information. The problem is that once they get that information they are then talking to others to see if your brand has lived up to its promise. You could spend a lot of money on TV ads but if you're not executing on all brand touch points and people are talking about your failures your dollars are going to waste.
Marketers love to segment their audience but the problem today is that consumers don't like to be segmented and don't like messages based on a few segments. They want to be talked to and engaged as individuals not segments. They are, after all, more likely to have more in common with a friend on Facebook or Twitter than their next store neighbors.
It's time to align your marketing around the individual and stop thinking mass marketing. Dollars are too hard to come by to use outdated metrics and marketing to win new customers.
The End of Mass Marketing
