Is mass marketing soon to go the way of the dodo? That’s what CRM magazine suggests in a recent online article entitled The End of Mass Marketing. Author Georgia Hanias, founder, Cyrano Media looks at the world of mobile telecommunication to explore the issue, telling the story of Telenor SONOFON, a Danish phone company who’s found great success replacing mass marketing with something called Customer Life Cylce Managment (CLM), which Hanias describes as “Marketing on Demand.”
While the article gives only a brief, anecdotal look at the issue of mass marketing’s decline in a limited area, its clear this is no isolated phenomena. BazaarVoice, a social commerce group, has gathered a whole slew of statistics from dozens of sources showing how mass media is increasingly being supplanted by word of mouth. The statistics, found here, are truly eye-opening. Here are just a couple of the ones I found most interesting.
The average 1970s city dweller was exposed to 500 to 2,000 ad messages a day. Now it
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