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Compare and contrast marketing strategies used in mass marketing, direct

marketing, micro-marketing, and one-to-one marketing.

Mass marketing strategy is the marketing of products to a variety of wide audiences

without any specific targets to reach the largest number of people possible. Mass marketing

covers all types of consumers such as advertising on websites, in television radio stations among

many other avenues.

Direct marketing refers to all activities of marketing that address the consumer directly

and physically. they include advertisements through phone calls, text messages as well as emails.

To describe this strategy involves stratified products with a segmented audience one price and

targeted communications. This marketing strategy is key in delivering a piece of detailed

information about the products though it is highly competitive especially in areas where the

consumer received numerous marketing information[ CITATION Mor09 \l 1033 ].

Micromarketing refers to all marketing advertising activities as well as promotional

activities created only for a specific segment of the target audience. It includes advertisements

that attract senior citizens or children. This type of marketing strategy is cost-effective as the cost

associated with marketing campaigns are less. An example of This marketing strategy is in the

real industry, a local realtor who has developed its reputation in dealing with properties in a

specific price range also understands those who can afford within that price tag.

One-to-one marketing strategy is marketing that is personalized with the individual

audience.it involves unique price and individual profiles also referred to as the key account

management. This strategy of mass marketing targets a personalized interaction with the

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customers. The importance of one to one compared to other advertising strategies is that it has a

higher customer engagement since customers can share their data [ CITATION Ces16 \l 1033 ].

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References
Cespedes, Frank V., and Nigel F. Piercy. 2016. "Implementing marketing strategy."." Journal of
Marketing Management PP,135-160.
Morris, Neil. 2009. "Understanding digital marketing: marketing strategies for engaging the
digital generation." Journal of Business and Marketing pp,384-387.

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