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Mass Marketing Is Diminishing

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Submitted By jlrst14
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Mass Marketing is Diminishing
Some claim that mass marketing will always exist for the large brands that target the mass market. Others claim that mass marketing is becoming less significant. I believe mass marketing is becoming less significant due to advancements in technology and the impact of cultural diversity. I will describe why I think these two major factors are eliminating mass marketing along with what I believe the future holds for mass marketing.
Advancements in Technology
Technology has evolved over the years from the Internet to smartphones to social media and is now a part of our everyday lives. In addition, with technological advancements companies now have more than ever the ability to maintain customer databases. I believe for a company to become successful marketing strategies need to adapt to changes in technology.
Internet, Smartphones, Social Media
Prior to the emergence of the Internet companies used mass marketing because the strategy was to reach as many consumers as possible. Then the Internet enabled consumer’s endless access to information, thus changing their purchasing behavior. Consumers are able to become more knowledgeable about products than ever before. Marketing efforts need to be adjusted to appeal to Internet users. According to Kotler and Keller (2012), “The widespread usage of the Internet allows marketers to abandon the mass market practices that built brand powerhouses in the 1950s, 1960s, and 1970s” (p. 135). Then once the smartphone was developed this allowed information on the Internet and information to become even more widely accessible to consumers anywhere and anytime.
The Internet generated social media, such as Facebook, Twitter, Pinterest, etc., which has also changed consumer behavior. Consumers are able to connect with other consumers to gain information regarding personal experiences and…...

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