How to Leverage Mass Marketing for the Growth of your Business

What is mass marketing?

As opposed to niche marketing, mass marketing focuses on a larger segment of the market with a single marketing strategy. Products that are affordable and justify the needs and wants of a consumer are the ones that are usually mass marketed. For more expensive and niche products, however, personal marketing becomes essential. Mass marketing can reach out to a large group of people of different demographics and preferences. Companies like Coke and General Motors are huge multinational that target audience of all age groups, across various demographics and economic segments. They are the perfect examples of mass marketers.

Benefits of mass marketing:

1. Targets larger audience

Mass marketing is directed at a larger number of people and the advertising is done through common channels like television, posters, radio, flyers and newspapers, all sources that can cater to a larger group of people. It is easier to make a single strategy for bigger crowds than devising plans for smaller segments. Social media has emerged a competent mass marketing platform over the years. Brands can launch products; inform consumers about product features, and broadcast discounts and offers across all social media platforms. Digital marketing is emerging in a big way to reach out to a vast audience as it can penetrate deep and influence the consumer’s decisions in buying the products.

2. Cost effective

Catering to specific segments of people is not just an arduous task it also involves huge sums of money. Mass marketing is a simple and cost-effective process of advertising which involves reaching out to a wider scale of people. The circle of mass marketing leads to a circle of bulk orders, mass production, and higher returns. It also reduces extra overheads as marketing is channelized in one direction which reduces wastages. Online marketing for products on a mass scale is also cheap as compared to other types of marketing. This marketing technique could be particularly useful for startups that have limited budgets but still want to maximize their reach amongst the people. So if you want a higher ROI and your product appeals to a large consumer base, mass marketing is the best route you should be embarking upon.

3. Brand building

Sales are definitely the main objective of any organization. Yet, when a new brand is introduced in the market or companies launch products and wants consumers to know about them, mass marketing is the most suitable channel for marketing. Startups should use this brand awareness method so that people come to know about their presence. Once the startup is an established player, it can target specific audience using niche marketing techniques.

4. Risk is less

When we target a niche segment, the cost of advertising is higher due to greater customization of the products/services. Hence there are greater risks involved, in case the product does not go down well with the audience. But in mass marketing, customers from different backgrounds, ages, and preferences are targeted. So if a particular segment of the crowd does not like your product, chances are, another segment might get drawn to it. Hence there will never be a huge loss incurred as some part of the masses will definitely absorb the product.

5. Leaves a lasting impression

Mass marketing allows products to be featured almost everywhere. Let’s take the example of a hair conditioner launched by a reputed brand. You can spot them on billboards on your way to the office, you switch on the television and it’s being advertised there, and it’s also showcased on your social media platform. The result- It leaves a lasting impression in your mind. So the next time you head to the market to purchase a conditioner, the product that first comes to your mind is the one that’s been heavily advertized on mass media. Chances are, you might just end up buying the product because of its popularity.

Wrap-up

Though mass marketing has lately suffered a setback due to the emergence of target marketing, it is still the preferred option for big marketers. With the changing scenario, businesses should combine mass marketing with other forms of marketing to get a good ROI. The ability to generate customers on a mass scale is possible only with mass marketing techniques which go beyond demographics and specific preferences to tap customers.

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