Mass marketing can be massive waste when your medium of choice is Virtual.
As a marketer you know that you cannot be everything to everyone. You can however, be everything to someone; which is how you have niche markets. Appealing to the lowest common denominator can backfire as much as hoping for a trickle down effect from the top down.
Even brand Moguls like Coca Cola will create seperate campaigns for different segments of their consumers. The same product with the same positioning is sold to different groups with entirely different message based on what will resonate with them and how they interact with Media.
Same is the case with Email marketing. It might be bulk in the way it is set up, but it does not have to be one mass message sent out to all.The idea is to segment your list based on profiles and customize the message. Read the rest of this entry »
