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  • Karen Xaviour

    December 26, 2021 at 11:10 pm

    To summarise, mass marketing is not dead, but it is no longer sufficient. There’s no denying that it’s on the decline, but depending on the situation or the brand, it can still be useful. Adapting to today’s reality and evolving to meet new standards, on the other hand, is critical. Marketers need constantly update their marketing strategy in a world where technology is constantly evolving. The huge rise of digital marketing necessitates a mass marketing transformation to a customer networking approach.
    Mass marketing, which was designed to reach as many people as possible, regardless of whether they are interested or not, has lost its effectiveness in the digital era. While traditional marketing channels such as television, radio, and billboards are not technically dead, they no longer have the same clout they once did.

    In contrast, digital marketing enables businesses to reach a specific audience while focusing on knowing their consumers’ needs. It also allows businesses to increase customer satisfaction using current social listening strategies and keep customers coming back.
    The unexpected increase in the number of individuals staying indoors as a result of the epidemic has had a huge influence on both mass marketing and internet marketing. Companies that formerly spent money on billboards are changing to digital advertising in order to target a specific demographic that is interested in and searching for their products and services.

    Coca-Cola is one of the mass marketers that has radically changed its marketing approach by using numerous techniques such as a five-year digital transformation programme. At the Adobe Summit in March 2018, David Godsman, Coca-Head Cola’s of Digital, discussed this change and stated that brand fans are critical to the company’s content production strategy in the digital era. “Digital enables us to create unifying experiences, which aids in bringing them together.” We don’t envisage a future in which we will be a traditional advertiser in that sense” – Godsman, David. The idea behind successful marketing now, is to not tell someone that a product will make them happy, but it is about showing them how a product will make them happy.

    An example of how this shift in marketing has occurred is with what Samsung did for its’ customers at random airports. Samsung didn’t put up giant billboards and come up with a catchy song to draw any and every person to their product, they instead targeted those who already had Samsung phones and provided charging kiosks for their use. This was great to keep Samsung users, but it also made others that had different brands say “ You know what? I want a Samsung!