I. Introduction Essay - 1,633 words

I. Introduction 1. The difference in marketing strategies: a. the traditional approach of mass marketing; b. the new trend towards micro marketing. II.


Main Part 1. The impact and the implementation of the new tendency in marketing: a. the impact on the economy; b. the impact on media providers; c. mass customization; d. advertising on the Web, niche publications; e. permission marketing. III.


Conclusion 1. The future of niche marketing. Marketing Strategy Everything is binding in the world. With the innovation of a computer, customization has become possible as mass-producing assembly lines. And nowadays there is a new tendency in the market to recognize that no two individuals are the same. Earlier, mass media was local-focused on local geographic areas with the help of press, radio, cinema and outdoor. Advertising focused on mass; and with the purpose to know the interests of the mass, it was necessary to divide it on segments. It is the main principle in mass marketing.


But as the authors pointed in the given article, The rise of micromarketing is as much a response to the fragmentation of consumer markets as to the fragmentation of the mass audience. In the 1950s and 1960s, the country was far more uniform in terms not only of ethnicity . but also of aspiration. (Bianco, 2004) The intense competition within the electronic media has led to specialization; and it means that customers were divided not only culturally but by interest groups. It means that mass media has become more niche-mass than mass-mass. Niche marketing concentrates on selling to a small market.


Mass marketing is quite opposite to micro or niche. It concentrates on accommodation as much of the market as possible. As a rule niche markets are used by smaller firms and mass markets by larger multinational firms because they are not interested in the low sales volume made by a small segment. But nowadays customers unique needs and interests should be put on the first place; and businesses should take it into account. Along with Coca-Cola (KO ), McDonald's (MCD), General Motors (GM ), Unilever Group, American Express, and many other consumer-products giants, P&G now is standing mass marketing on its head by shifting emphasis from selling to the vast, anonymous crowd to selling to millions of particular consumers. (Bianco, 2004) It proves that marketers should follow another strategy because the fundamental changes sound more like necessity than opportunity. They are demands of the modern market.


America today is a far more diverse and commercially self-indulgent society than it was in the heyday of the mass market. (Bianco, 2004) It is not an easy way to change the strategy from mass to micro marketing because there are a lot of opportunities as well as challenges to market researchers. Mass marketing demands creative, right-brain strategies; as well as micro marketing uses analytical, left-brain strategies. Thats why the process of replacement entails changes in marketing environment. First of all, markets are becoming more and more competitive and brands are getting closer. Thats why consumers see little difference between brands and this fact made brands seeking for newer ways to stand out and connect with consumers.


The value of shipping is changing. It does not only mean to buy products for the home but becoming the form of leisure and entertainment. All the changes demand new approach towards promotion and advertising of products. Eric Schmitt, Forrester Research Inc., said, "In their place is a perpetually shifting mosaic of audience microsegments that forces marketers to play an endless game of audience hide-and-seek." (Bianco, 2004) The authors of the article The Vanishing Mass Market are sure that though the new tendency corresponds with the new demands of time there is a threat to the traditional mass media and their heavily ad-dependent business models. (Bianco, 2004) They say, The mass media's decline is an old story in many respects; prime-time network ratings and newspaper circulation have been sliding since the 1970s declares of. more targetable, narrowcast media is absorbing mass media nowadays. (Bianco, 2004) Robin Kent, chairman and CEO of Universal McCann, emphasized, "Mass is still mass, but we're nearing the tipping point." (Bianco, 2004) The situation worsens for big advertising agencies because a lot of money is spent on telemarketing, direct mail, e-mail, in-store displays, and other forms of closely targeted, nonmedia spending. (Bianco, 2004) ) Thats why mass media has to try to adapt to micromarketing's demands.


But it is evident that the audience is interested more in broadcast networks than in any large cable station. The oldest mass medium is printing. It is a hard time for it because of the limits of its adaptability. But the situation has become better for the last decades. It has happened because some newspapers and magazines have created theme sections or have become demographically targeted editions. Samir Husni, a journalism professor at the University of Mississippi, points that, only 10% of the 6,200 consumer magazines published today in the U.S. are general-interest titles, down from 30% two decades ago.


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Essay Tags: marketing, mass media, mass marketing, niche marketing, niche

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