Is Mass Advertising Dead?
Direct marketing has become an important practice today (Kotler & Keller, 2012). Every consumer has become a key player in the marketing process. Consumers examine the effectiveness of the marketing processes and goods marketed to them by different companies. Every marketer should now focus on the unique expectations of every single consumer. The consumer is controlling every marketing habit. This explains why mass advertising is under attack. Many consumers are getting both practical and emotional benefits from online conversations. Consumers are “exerting greater implications over the brands marketing by different companies” (Kotler & Keller, 2012, p. 547). Personalized marketing continues to focus on the best objectives, prices, target markets, and prospects.
What Should Companies Do?
Mass advertising is no longer effective in the modern world. Every consumer is unhappy with “any advert that is unconnected to his or her expectations” (Nunes & Merrihue, 2007, p. 63). According to many theorists and marketers, mass advertising cannot deliver customized messages to its targeted consumers. Many consumers are fighting back by using modern technologies (Kotler & Keller, 2012). This situation explains why marketers and companies should embrace the best strategies. One-on-one marketing can help businesses sell their products to different consumers. Every company should produce customized services and goods. Every marketer should use personalized interactions in order to attract more customers. Marketers should also implement the best customer relationships. Marketers can use the practice to manage the proliferating word of mouth information and instead provide the best information to the customers (Kotler & Keller, 2012).
Is the balance of power shifting from companies to the customer?
The current rate of online participation explains why many consumers are exerting great influence in the marketplace. Consumers between 20 and 44 years possess most of the purchasing power. Such conversations affect the performance of every marketer. Every customer is getting much information about different companies and their products. This explains why the balance of power is shifting to the consumer. Marketers should learn how to address the needs of their customers. Social media is making it easier for consumers to “engage in useful discussions about every available product” (Kotler & Keller, 2012, p. 548). Businesses should also disseminate and manage their marketing information.
Commercial Implications for Companies’ Promotional Decisions
Every marketer should create the best strategies in order to get the best returns (Kotler & Keller, 2012). Every promotional strategy should focus on the expectations and needs of the targeted customers. Companies should personalize their marketing approaches in order to make their business processes successful (Riegner, 2007). Businesses should use relationship marketing in order to succeed. Mass advertising targets a broad base of customers (Kotler & Keller, 2012). Marketers should use modern technologies to develop the best marketing strategies. Promotional decisions should focus on the new role played by customers in the marketing paradigm.
The Future of Individual Marketing Mix Variables
Businesses should provide accurate, customized, and timely information to their customers (Kotler & Keller, 2012). Every marketing strategy should focus on the needs of the targeted customer. Companies should use the best marketing mix in order to become competitive (Kotler & Keller, 2012). Marketers should also use the best customer support in order succeed. Every company should make these marketing variables part of its business strategy. Such changes in the marketing process will make many companies profitable.
Kotler, P., & Keller, K. (2012). Marketing Management. Upper Saddle River, NJ: Pearson Prentice Hall.
Nunes, P., & Merrihue, J. (2007). The Continuing Power of Mass Advertising. MIT Sloan Management, 48(2), 62-72.
Riegner, C. (2007). World of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions. Journal of Advertising Research, 10(1), 436-447.