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I. Introduction 1. The difference in marketing strategies: a. the traditional approach of mass marketing; b. the new trend towards micro marketing. II.
Main Part 1. The impact and the implementation of the new tendency in marketing: a. the impact on the economy; b. the impact on media providers; c. mass customization; d. advertising on the Web, niche publications; e.
permission marketing. III. Conclusion 1. The future of niche marketing.
Marketing Strategy Everything is binding in the world. With the innovation of a computer, customization has become possible as mass-producing assembly lines. And nowadays there is a new tendency in the market to recognize that no two individuals are the same. Earlier, mass media was local-focused on local geographic areas with the help of press, radio, cinema and outdoor.
Advertising focused on mass; and with the purpose to know the interests of the mass, it was necessary to divide it on segments. It is the main principle in mass marketing. But as the authors pointed in the given article, The rise of micro marketing is as much a response to the fragmentation of consumer markets as to the fragmentation of the mass audience. In the 1950 s and 1960 s, the country was far more uniform in terms not only of ethnicity. but also of aspiration. (Bianco, 2004) The intense competition within the electronic media has led to specialization; and it means that customers were divided not only culturally but by interest groups. It means that mass media has become more niche-mass than mass-mass.
Niche marketing concentrates on selling to a small market. Mass marketing is quite opposite to micro or niche. It concentrates on accommodation as much of the market as possible. As a rule niche markets are used by smaller firms and mass markets by larger multinational firms because they are not interested in the low sales volume made by a small segment. But nowadays customers unique needs and interests should be put on the first place; and businesses should take it into account. Along with Coca-Cola (KO), McDonald's (MCD), General Motors (GM), Unilever Group, American Express, and many other consumer-products giants, P&G now is standing mass marketing on its head by shifting emphasis from selling to the vast, anonymous crowd to selling to millions of particular consumers. (Bianco, 2004) It proves that marketers should follow another strategy because the fundamental changes sound more like necessity than opportunity.
They are demands of the modern market. America today is a far more diverse and commercially self-indulgent society than it was in the heyday of the mass market. (Bianco, 2004) It is not an easy way to change the strategy from mass to micro marketing because there are a lot of opportunities as well as challenges to market researchers. Mass marketing demands creative, right-brain strategies; as well as micro marketing uses analytical, left-brain strategies. Thats why the process of replacement entails changes in marketing environment. First of all, markets are becoming more and more competitive and brands are getting closer. Thats why consumers see little difference between brands and this fact made brands seeking for newer ways to stand out and connect with consumers.
The value of shipping is changing. It does not only mean to buy products for the home but becoming the form of leisure and entertainment. All the changes demand new approach towards promotion and advertising of products. Eric Schmitt, Forrester Research Inc. , said, "In their place is a perpetually shifting mosaic of audience micro segments that forces marketers to play an endless game of audience hide-and-seek. " (Bianco, 2004) The authors of the article The Vanishing Mass Market are sure that though the new tendency corresponds with the new demands of time there is a threat to the traditional mass media and their heavily ad-dependent business models. (Bianco, 2004) They say, The mass media's decline is an old story in many respects; prime-time network ratings and newspaper circulation have been sliding since the 1970 s declares of. more target able, narrow cast media is absorbing mass media nowadays. (Bianco, 2004) Robin Kent, chairman and CEO of Universal McCann, emphasized, "Mass is still mass, but we " re nearing the tipping point. " (Bianco, 2004) The situation worsens for big advertising agencies because a lot of money is spent on telemarketing, direct mail, e-mail, in-store displays, and other forms of closely targeted, non media spending. (Bianco, 2004) ) Thats why mass media has to try to adapt to micro marketing's demands. But it is evident that the audience is interested more in broadcast networks than in any large cable station.
The oldest mass medium is printing. It is a hard time for it because of the limits of its adaptability. But the situation has become better for the last decades. It has happened because some newspapers and magazines have created theme sections or have become demographically targeted editions. Samir Hunt, a journalism professor at the University of Mississippi, points that, only 10 % of the 6, 200 consumer magazines published today in the U. S.
are general-interest titles, down from 30 % two decades ago. Having examined the facts in the article, it becomes evident that new time changes influence negatively the economy, and media providers. Figuring out the right way to send the right message to the right person at the right time is difficult work. But it is for sure temporary as everything new; and in future providers will study to work with the growing demands of the market.
It goes without saying that new tendency has a lot of advantages; thats why a lot of enterprises have decided to follow micro marketing strategy instead of mass one. In other words they have decided to target a small segment of a community over the entire community. But why do they want to advertise their services to a niche market over a mass market? It is because micro marketing is more effective, less costly and produces better results. (Delman, 2006) While working out niche marketing strategy, some approach should be taken into account. First of all, it is mass customization.
It means the use of flexible computer-aided manufacturing systems to produce custom output. The systems combine the low unit costs of mass production processes with the flexibility of individual customization. In other words it means to produce goods and services to meet individual customer's needs with near mass production efficiency. There are a lot of implementations of mass customization nowadays like software-based product configurations. If an enterprise's marketing department offers individual products (atomic market fragmentation) it doesn't often mean that a product is produced individually, but tends to mean instead that similar variants of the same mass produced item are available. The other approach in micro marketing is niche publications.
In the article Niche Publications at Risk? the author determines the preconditions for them Not everybody has the creativity, the ability, or the time to keep 100 % informed on their areas of interest. (Schuett, 2004) Niche publications have been created with the purpose to attract readers attention to things they didnt know about before. A niche publication is more of a browse. Those who write for publications of this kind are always on the lookout for information and ideas of interest to their readers. (Schuett, 2004) Though niche publications are rather well-spread but hard-copy publications are more popular nowadays. In the article The Vanishing Mass Market it is said that, The mass market will not disappear, nor will the mass media. But the fortunes of many of America's best-known companies now will rise or fall depending on how well they adapt to what is shaping up as a long and chaotic transition from the fading age of mass marketing to the dawning era of micro marketing.
It is evident that e-marketing and e-commerce are very popular nowadays. There are some rules that should be followed. Thats why permission marketing has appeared. It is when marketers will ask permission before they send advertisements to prospective customers. (Wikipedia, 2004) When selling products on the Internet, the product comes second. What the customer wants first is an easy way to buy, and near-instant fulfillment. "The future of marketing will be much more oriented to permission marketing -- marketing plans and advertising so relevant that it is welcomed by consumers... " (Bianco, 2004) Having used new strategy in marketing, marketers can provide more efficient advertisements of their goods or services because the information is sent to people that are interested in the product. It provides a personal marketing orientation; and the World Wide Web is a great help in reaching the result.
The growing particularity of print and cable pales in comparison to the infinitely expandable variety of the World Wide Web, which now includes online versions of most every TV station, newspaper, and magazine in the country. Spurred by the spread of high-speed broadband connectivity, the Internet has shaken off the effects of the bursting of the dot-com bubble and now is rapidly coming of age as an advertising medium. (Bianco, 2004) Bibliography: Bianco, A. , Lowry, T, . Berner, R, . Arndt, M, . (July 12, 2004).
The Vanishing mass market. BusinessWeek Online. Retrieved July 30, 2006 from web Delman, I. (2006). Niche Marketing vs Mass Marketing. About, Inc. , a part of The New York Times Company. Retrieved July 30, 2006 from web Marketing dictionary. (31 July, 2006).
Monash University Business and Economics. Retrieved July 30, 2006 from web Permission marketing. (2004). Wikipedia, the free encyclopedia. Retrieved July 30, 2006 from web Rajaratnam, D. (2005). Target Markets & Segmentation.
Hankamer School of Business. Retrieved July 30, 2006 from web Schuett, T. (Tuesday, June 01, 2004). Niche Publications at Risk? WOLves. Retrieved July 30, 2006 from web Segmentation. (2000). Marketing teacher.
Retrieved July 30, 2006 from web The age of micro-communication. (June 06, 2003). Rediff. com India Limited. Retrieved July 30, 2006 from web
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