Targeted Marketing vs Mass Marketing
The world revolves around money. As much as I love playing sports and rooting for other Welsh players, I still have a job to do. I’ve worked in marketing for 18 years and have learned a thing or two about what is most effective.
In order to live the kind of life we’ve been trained to believe that we should live, in order to acquire the kinds of goods we’ve been taught we need to have to be happy, in order to approach any near approximation of what we’ve got little choice but to strive for. There are many, many approaches to attracting this money. These all have their roots in different advertising and marketing techniques – some are, of course, more effective than others. But efficacy notwithstanding, there are many approaches to consider, and many concepts to keep in mind.
The Goals of Advertising
Before discussing techniques, it pays to come up with some notions as to what advertising is even trying to do. Of course, the end goal is to sell things. But, what do advertisements in particular accomplish? What is it that they serve to do as the means to their end? Well, advertisements do a number of things. The first goal of advertising is to develop a familiarity with the brand. This does not necessarily mean that you’re trying to get them to like it, love it, or prefer it – that’s the job of marketing more than advertising. The basic point of advertisements, we repeat, is just to get people to recognize your brand, first before anyone else’s.
Why? The logic behind developing this sort of prime familiarity with your brand is that, when the person develops a desire to have what it is you sell or provide, they’ll think of you. And, with astonishing probability, if they think of you first, they’ll buy from you. This is an interesting fact of marketing statistics that might seem unlikely – after all, if you’re the first that they think of, you’re only the first that they think of; surely they consider others, right? – but the power of being the initial thought is not to be underestimated. Statistically, people are 90% more likely to end up purchasing the produt of the company that came to mind before any other, even if they think of or consider several in their comparison shopping. This is because there is a degree of fundamentally higher trust in one’s initial impressions and first reactions. If your first reaction to Wow, I want a motorbike is, Maybe I should buy a Ducati, chances are you’ll either end up buying a Ducati, or always wanting one over what you end up purchasing.
The Complement of Marketing
Marketing acts as a complement to advertising. Unlike advertisement, which has as its primary goal the instilment of a sense of familiarity with your brand, marketing seeks to develop a sense of primacy. That is, the goal of marketing is to get your brand, product, or service to seem the most viable option for purchase or employment because it’s clearly the best. Marketing, then, relies on many of the same techniques that advertisement does, but it executes them differently, in a distinct arena, and in a distinct way.
How is marketing different? For one, marketing seeks to play on the inherent preferences that people tend already to harbor. That is, marketing campaigns frequently make use of social norms and motifs to make you feel as if the product is required to fit in or look good to your peers. Advertisement exploits these norms, as well, but with the intention of getting you to look at say, That seems like a brand classy people would like. The difference with marketing is that it seeks to make you say, If I want to be classy, I need that product.
The Art of Marketing
Marketing, just like anything else, can be executed in a multitude of ways. The most interesting and popular ways to do it these days are either targeted marketing or mass marketing. We’ll talk about each in turn, but first, we’d like to note that both targeted and mass marketing serve to achieve the goals discussed above: Get potential customers to become actual customers (i.e., convert them) by playing on their psychological substrates. The difference between targeted and mass marketing has to do more with execution than intent, however.
Mass marketing is the kind of marketing most of us are familiar with. This is the kind of marketing that aims to appeal to masses broadly. In other words, mass marketing serves the purpose of getting everyone to believe that your product or service is the best one compared to all the others. Geico and Volkswagen have run many mass marketing campaigns in the past, in which they sought to prove that Geico is better than other insurance agencies, and that Volkswagen is better than other car manufacturers. This is the sort of marketing that convinces a society that this or that product or brand is truly respectable from a cultural standpoint.
Targeted marketing has a slightly different purpose. Targeted marketing seeks to convince an individual that a given product or service is the best for him or for her. This is a way of converting a customer directly. Targeted marketing might involve campaigns that appeal specifically to young mothers, for instance, or to students in particular. By offering specific demographics specific advantages, you make them feel special, and then give them reasons as to why you are a better choice than the other guy. These two things in combination are a powerful conversion tool that can have significant repercussions for your business.
The choice between which to use is hard to make. In general, using both is a great option, if you can afford it in terms of time. However, different businesses might put more weight into mass or targeted marketing. Smaller companies with a better defined niche tend to do better focusing on targeted marketing; general merchants and services providers often benefit a lot more from mass marketing campaigns. Of course, a little bit of both is always recommended, but it’s not unheard of to focus on one, and then occasionally use the other. If you are unsure about what would work best for you and your online project, check out companies like http://bestwebsitedesign.com that are online marketing specialist.