Learn the meaning of mass marketing covering its nature, media and evolution and how it utilization of one basic marketing strategy for success.
The Definition of Mass Marketing
This type of marketing, also known as undifferentiated marketing, is the utilization of one marketing strategy for an entire market. It involves the use of mass media and mass distribution for reaching out to the general public at large. This marketing type allows maximum exposure of the product as it is targeted at the masses.
The nature of mass marketing method is completely opposite to niche marketing. In niche marketing only a specific group of individuals are targeted. Here the business marketer does not conduct a market research to find out its niche market. He markets the products to the general audience as the products that are on offer are needed or wanted by people at large. Bread, toothpaste, soda and other consumer goods are good examples.
Radio and television are the earliest forms of a mass market. If a company had a product to sell then it could let the prospective consumers know by broadcasting through national radio or television service. A product that was broadcasted through television could reach a larger number of audiences than it could reach using other forms of marketing. Repetition of advertisements on the TV helped the company get brand recognition.
As technology evolved, the birth and rise of internet has helped this method of marketing to catapult to a newer height. Today, companies are using email to advertise their product to the general mass. The idea behind this is that the repetition of advertisements will keep reminding the customers about the features and benefits of the products. It not only helps to bring in newer customers but also to retain the former ones and make them loyal customers. Hence, brand loyalty is developed which becomes a means of success for the business. Competition is stiff in a mass market segment as there are other businesses offering the same set of products, but with right marketing strategies a business can flourish in the market.