Many jump online expecting and hoping for big results fast only to find out that no one is interested in reading, consuming or sharing their content; let alone contacting them about doing business or buying from them,” says Don Purdum of Unveil the Web about his new eBook, 'The Shift - The Fast Paced Transition from Mass Marketing to Context Marketing: Learn how to resonate with and inspire those who are ready to buy from you' (March 2015; eBook; Amazon).
Marketing consultant and coach Don Purdum shares his secrets to marketing success in the new book: "The Shift - The Fast Paced Transition from Mass Marketing to Context Marketing: Learn how to resonate with and inspire those who are ready to buy from you" (March 2015; eBook; Amazon).
The Shift reveals 300 years of mass marketing, it's affect on our mindset and how we view marketing and asks business owners to focus on the needs of others over self.
While one can argue about mass marketing
versus target marketing, at least everyone in the channel of distribution should be doing the same thing.
Earlier we mentioned the crucial difference between niche marketing and mass marketing.
Niche marketing therefore differs from mass marketing in four ways:
The heart of the book lies in the four case studies of companies and brands emblematic of an era of mass marketing. Among the manufacturers, Tedlow examines Coke and Pepsi, Ford and General Motors.
These lessons take the form of six propositions: 1) marketing success frequently has come through high-volume production; 2) entrepreneurial ability has been essential to mass marketing; 3) managers have had to coordinate the vertical relationship between mass production and mass distribution; 4) first movers in mass markets earned advantages that led to both high profits and barriers to later entrants; 5) thus potential competitors had to decide whether to copy the first mover's policies or to adopt a sharply different strategy; 6) skilled management of change has been necessary for long-term success.
Charting a century of change, Cross begins his analysis in the late nineteenth and early twentieth centuries, when a revolution in mass marketing and the emergence of a child-centered family contributed to a growing market for children's playthings.
Noting that children's play has long been shaped by mass marketing and mass consumption, Cross links the explosive growth of the toy industry to new attitudes towards parenting and play that emerged in the late nineteenth and early twentieth centuries.
As major corporations continue to use mass marketing
, and others who once targeted blacks consider changing their strategy to a mass-market approach, black consumers and businesses will lose out, says Ken Smikle, publisher of Target Market News in Chicago.
By contrast, newspaper, radio, and television are mass marketing
vehicles because the user is communicating with the general public.