F r o m M a s s M a r k e + n g t o M a r k e + n g t o t h e i n d i v i d u a l

TheEndofMassMarke+ngTheBeginningofMarke+ngtoindividuals

Marke&ngtoempoweredconsumers

F r o m M a s s M a r k e + n g t o M a r k e + n g t o t h e i n d i v i d u a l

Itusedtobe..

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Yousegmentedyouraudienceondemographics.

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Youdevelopedandtestedmarke&ngmessagesforthosesegments.

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Youusedmassmediatoeﬀec&velyreachyouaudience.

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Youwaitedforthesalesnumberstoincrease.

F r o m M a s s M a r k e + n g t o M a r k e + n g t o t h e i n d i v i d u a l

Buttodaymassmarke&ngisheadedtowardsex&nc&on

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Consumerswantmorefrombrandsandproducts.

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Theyareskep&calthatcorporateAmericawill“dowhatisright”.

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Theyarepurchasingmoreprivatelabelproducts.

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TheInternet,andsocialmedia,hasgiventhemachannelwithalotofpower.

The End of Mass Marketing

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