Marketing Mass-Customized Products, Essay Example

Mass marketing is a marketing method where a single, but wide-ranging strategy is developed to target many people, unlike one designed targeting a specific segment of the population. This is whereby the company or an organization usethe media outlet which reaches the largest number of people at once. This method has been working previously becausemany organizations were using radio, television and newspapers. The media outlets are cheap as they can be afforded by many people who are living a normal live (Thomas 2007, p. 56). For example, the radio can be used in the rural area evenif there is no electricity as a source of power. Other sources can be used to power the radio. The message from differentorganizations can reach many people in urban and rural areas.

Many people are claiming that mass marketing is becoming less significant while others are against it claiming that it is still significant. Those who are claiming it is becoming less significant is because the media outlets like radio, television, and newspapers are no longer used frequently when organizations are advertising their products. This is because of thedeveloping and changing technology in the digital era. Many people and organizations are moving slowly to the online advertising. This is where the internet is used to advertise the products of the company. Another digital method of advertising is using mobile phones. Calls and messages are sent by the advertising companies using the mobilesubscribers to their users. Those claiming it is still significant is because there are other organizations that are using themedia outlets like radio and television to reach their customers. These organizations are using the media outlets as their main methods of advertising.

Due to the frequent changes in technology, the future of mass marketing will be much different as compared to the currentsituation (Lewison & Hawes 2007, p. 104). This is because of the improved technology leading to the use of digital advertising by many organizations. In the digital advertising, it is targeting individual customers and not a group as thatstrategy of mass marketing. This is because many organizations have designed their personal websites. In the websites, they have entered all the information about their organizations. This will act as an advertising of their products to thecustomers. The products, prices, and how they are used is placed on the website. The customers and nay other individualwill access the information about the company and the products it offers individually (Watts & Frumins 2007, p. 98). Thisis unlike the mass marketing where the strategy was designed such that it could reach all the targeted people at once. In addition, in the future the mass marketing will be insignificant because many organizations will have moved to using thesocial sites in advertising. The social sites include; facebook, twitter, and even the email addresses. This is because of therate at which the people are using the social sites. Many people are accessing these sites most of their free time. Due to the high rate of people accessing the social sites, many organizations have moved to using the social sites in advertisingtheir products. The organizations will create a social site web page for their respective organizations (Dellaert & Stremersch 2005, p. 47). The organizations will attract the attention of many people, as they will access the products whenthey are using the social sites.

Use of mobile phones is another strategy, which encourages the targeting of individuals when marketing other than massmarketing. This is because some organizations are advertising their products using mobile phones through the subscribers. This will discourage mass marketing because the messages or calls will go direct to an individual. This indicates that in future mass marketing will not be significant because the organizations will have concentrated on media outlets, which are individual, based.

References

Dellaert, B. G., & Stremersch, S. (2005). Marketing mass-customized products: striking a balance between utility and complexity. Journal of Marketing Research, 42(2), 219-227.

Lewison, D. M., & Hawes, J. M. (2007). Student target marketing strategies for universities. Journal of College Admission, 196, 14.

Thomas, A. R. (2007). The end of mass marketing: or, why all successful marketing is now direct marketing. Direct Marketing: An International Journal, 1(1), 6-16.

Watts, D. J., Peretti, J., & Frumin, M. (2007). Viral marketing for the real world. Harvard Business School Pub..