Question

Provide an explanation for the difference between mass and targeted marketing and give an example of each.

Answer 1

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Definition of Mass marketing:

Mass marketing is an undifferentiated marketing strategy in which the company chooses to disregard niche marketing, market segments and attempts to appeal with one strategy or one bid to the entire market. Mass marketing is an undifferentiated marketing strategy in which the organization intends to ignore niche marketing, market segments and attempts to appeal with one s to the entire market.

Definition of Target market:

The target market for a small business is the group of people that it is targeting with ads. These people are the customers most likely to use the company's products and services. When determining their target markets, marketers use different variables, including demographics, personal interests, and times when consumers shop. Target markets may vary according to size. But the target market of a business must usually be sufficiently large to earn a profit.

Difference between Mass and Targeted marketing:

Targeted marketing is an effective method of commercialization and communication. It aims at marketing messages that target smaller, established segments or even individuals. Mass marketing reaches a wide and fairly unknown audience with standardized messages. Mass marketing comprises media such as TV commercials, billboards, and newspapers. Although mass marketing has a wide reach, it does have a limited appeal. Not everyone thinks alike, so a marketing message that works well for others in one geographic location or with one group might not work well. An expensive organic health food store in wealthy suburbs, for example, may do better than a college town.

The numbers clearly demonstrate that targeted marketing is more effective by contrasting targeted marketing to mass marketing. Targeted advertisements are twice as effective as non-targeted ads according to CMO statistics. Just because you market to a bigger crowd does not mean that you will reach a more engaged audience.

One of the main advantages of targeted marketing is that you deliver your message to an audience more likely to respond. Understanding the demographics, desires, shopping habits, locations and other relevant data of your audience will help you deliver successful ads. For instance, if a florist wants to reach couples to promote Valentine's Day, they can use a mailing list targeted at married couples living within the florist's 5 mile radius. Marketing to a more specific targeted audience will raise the marketing performance and improve sales and ROI.

Many businesses are wary of targeted marketing because they are afraid to exclude customers that could eventually become clients. It's true you'll be selling to a much smaller group of people by using targeted marketing. But, if targeted marketing is done correctly, you'll only exclude people who are unlikely to buy from you. This will mean that you do not spend your marketing budget on an audience that is not growing.

It form of marketing has a limited scope, but delivers better and more accurate results than mass marketing, because it is built around particular needs and preferences of customers. Communication that understands the customer and their desires is far more effective than a generic message. Not all customers are the same, so avoid following a one-size-fits-all approach to your marketing and begin segmenting your audience into specific groups.

Examples of Mass market and targeted markets:

Mass Marketing

Telecom operators use mass marketing campaigns because a huge number of people use telecommunications services. In addition, mass marketing is used by many FMCG products such as soaps and detergents. This marketing strategy is used by body deodorants as well as many personal hygiene products, as they are used by a large market segment.

Coca-Cola is another good example of mass commercialization. His television commercials can also be seen during winter holidays, designed clearly to cater to all. Since Coca Cola is a product that covers different niches in terms of popularity; over time, its mass marketing strategy has proven very powerful and successful.

Targeted Markets:

Through market research small businesses can better recognize their target markets. A small hardware corporation, for example, can perform 300 consumer telephone surveys in its various markets. Those consumers may be asked by the company to provide information such as age, education, employment status, household size and income. In this way, the company can develop typical customer profiles.

For example, customers of the hardware store may predominantly be men over 35 with an annual income of more than $50,000. Therefore, the store owner can run local TV commercials that cater to this particular segment. Small businesses can also use warranty cards to collect demographic and other customer information. Such cards are usually passed out with new products.

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