The process of attracting a whole market rather than a targeted group is known as mass marketing. This marketing technique is responsible for sung mass media and mass distribution to reach a large number of people. The aim of reaching more consumers requires advertisements which are mostly done by big organizations. Most organizations that use mass marketing target a large group of clients who require basic needs and must-have products at low prices with maximized brand publicity (Nadaraja & Yazdanifard, 2013). Most organizations have adapted to more refined divisive market strategies to personalize their businesses' relationships with their consumers. However, some marketers claim that mass marketing is a dead strategy towards achieving a huge target. Therefore, the question regarding mass marketing as a viable strategy of having more consumers in an age where potential consumers and strategic marketing concludes that the old mass marketing methods are better.
Globally, more possible consumer target markets have been reached through the use of social media platforms like Facebook, Twitter, YouTube, and the internet search tool like Google (Nadaraja & Yazdanifard, 2013). Therefore, marketers can reach various individuals through the use of computers operating on Facebook and YouTube sites by identifying millions of people who have been exposed to their services and products. However, social media is not possible to attract mass consumers to specific products and services. The use of newspapers, billboards, televisions, and radios for advertisement is able to create mass revenue for the organizations. Normally, many advertising methods are used by organizations with the presence of many brands to sell goods and services to consumers.
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Mass marketing is majorly disadvantageous to mid-size or small companies because using mass marketing could lead to great losses by placing all resources in one area. Mass marketing's main limitation is that it aims to satisfy everyone in the broad market with a single good or service. Many consumers have become exhausted due to the "one size fits all" method of mass marketing (Tedlow & Jones, 2014). Therefore, consumers use specialized searches for the most favorable product or service before making any purchases.
References
Nadaraja, R., & Yazdanifard, R. (2013). Social media marketing: advantages and disadvantages. Center of Southern New Hempshire University , 1-10.
Tedlow, R. S., & Jones, G. G. (Eds.). (2014). The Rise and Fall of Mass Marketing (RLE Marketing) . Routledge.
