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Rethinking Mass Marketing

Posted By Jeffrey Eisenberg On August 15, 2005 @ 3:26 pm In Branding and Advertising Rants | 2 Comments

Mass marketing, a product centric approach, in this increasingly fragmented media market is  showing even more evidence of becoming like pushing on a rope.

Here’s what I read in the NY Times (requires registration) this morning:

At Anheuser-Busch, which sells roughly half of all the
beer in the United States, executives acknowledge they need to do a better job
of making a "personal connection" with the customer.

 "It’s no longer good enough to be a mass media brand,"
said Bob Lachky, executive vice president of global industry development for
Anheuser-Busch. "We have to learn how to sell small."

Any Persuasion Architect could have explained why you always have to sell small. No matter how large your audience you still sell one unit to one person at a time. Mass marketing may have worked only a few years ago; people still bought based on their own motivations but had less choices. People are no longer satisfied with the one-size-fits-all messaging for generic products with a diluted brand promise (more investment in the ads than in delivering the brand experience that creates personal connection) since they have an ever increasing variety of alternatives. 

Marketers should all embrace the fragmenatation, the transparency and the increased interactivity because it’s not going away.

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