There is an ongoing debate whether mass marketing is dead or still has some potential. When taking into account this conflict, I share the side that it is still viable. Mass marketing cannot be claimed outdated since international brands still profit from it, attract new customers, and expand their influence over other organizations (BizNews, n. d.). This type of advertising and promotion remains an effective tool in large industries, as they draw the masses.
Perhaps, those who argue that mass marketing no longer exists target niche segments with a precisely determined audience. Consequently, they sell a specific product to a particular potential buyer, as opposed to mass marketing, which encompasses the broad public and focuses on expanding its boundaries. Furthermore, the latter requires much money and access to media, including newspapers, radio, television networks, and other distributional channels. Hence, it is also not dead because marketers have a multibillion-dollar budget and can promote their product or service on any platform, contrary to any other type of marketing which uses only Internet resources (BizNews, n. d.). Having an unlimited access to money and media, marketers will surely succeed.
Moreover, mass marketing cannot disappear because international brands will use it regardless of the marketing systems’ shifts. By using this kind of advertising, they reinforce their mission statements, create an image associated with a brand name, and receive millions of people’s attention. It remains as a means of building a profitable venue yet requires significant investments. Despite the expenses, mass marketing strategies help advertise a product on a much larger scale using various channels. Therefore, I believe that its potential is still growing, even though small businesses with targeted segments are trying to replace it.
Reference
BizNews. (n. d.). Niche and mass marketing, advantages & disadvantages of marketing strategies. Web.