Mass Marketing Versus Personalized Marketing
Order Instructions:
Its important that the writer address all the points listed below and pay close attention to details when responding to the questions. He need to read and understand the instructions listed hear below and use the listed articles to complete the paper as require.
Marketing in the 21st Century
Once again, you will utilize articles listed in the Resources section to explore the different topics for your Research Paper. Below, you will find a series of questions pertaining to each article. You do not have to answer the questions directly, but they are included to guide you in discovering the type of information that you need to complete the research paper.
With the widespread adoption of the Internet, consumers have found it easy and convenient to obtain information and to share their concerns, ask questions, and obtain answers from third party sources. An example of this is the consumer forums at edmunds.com, established for individuals interested in purchasing a car. Also, online forums and blogs that incorporate customer feedback have developed, leading to increased information for the consumer.
For this section, read “The Continuing Power of Mass Advertising” and “Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions.” After reading each article, consider the following questions:
• Is mass advertising dead in the era of personalized marketing?
• What should companies do to manage this proliferating word of mouth information generated on the Web and incorporate it in their strategies?
• Is the balance of power shifting from companies to the customer?
• What are the commercial implications for companies’ promotional decisions?
Using the information you have read and any other outside resources that you have found, prepare a summary (2 pages) of how these topics relate to the overall subject you are addressing in your paper. Remember to refer back to the main task of this paper, which is to describe how you believe the usage of the individual marketing mix variables is likely to change in the future and what companies must do to adapt their marketing approaches in order to achieve competitive advantage. In particular, focus on the following aspect:
The commercial implications of interpersonal communications between and among consumers on the Internet and how this affects the development of a viable business model and the product development process.
Resources:
Articles
• Nunes, P., & Merrihue, J. (2007). The continuing power of mass advertising. MIT Sloan Management Review, 48(2), 63–71. Retrieved from Business Source Premier database.
With an increased focus on more personal marketing, the costs to businesses have risen. The authors of this article identify four different strategies that companies can use to effectively reach broad groups at a relatively inexpensive cost and then give specific examples from current businesses to illustrate the strategies.
Riegner, C. (2007). Word of mouth on the Web: The impact of Web 2.0 on consumer purchase decisions. Journal of Advertising Research, 47(4), 436–447. Retrieved from Business Source Premier database.
By conducting a study of over 4,000 Internet users, the author of this article sought to determine the effects of consumers communicating with one another purchasing decisions.
Articles
• Havlena, W., Cardarelli, R., & Montigny, M. (2007). Quantifying the isolated and synergistic effects of exposure frequency for TV, print and Internet advertising. Journal of Advertising Research, 47(3), 215–221. doi:10.2501/S0021849907070262
Using a case study approach, the authors seek to determine which medium (TV, print or Internet) or combination of mediums has the greatest effect on consumers and their decision to purchase a product.
• Keller, E. (2007). Unleashing the power of word of mouth: Creating brand advocacy to drive growth. Journal of Advertising Research, 47(4), 448–452. doi:10.2501/S0021849907070468
In this article, the author identifies the need for quantifiable data to help marketers understand how to best use the power of word of mouth to help establish brands.
Usunier, J., & Cestre, G. (2007). Product ethnicity: Revisiting the match between products and countries. Journal of International Marketing, 15(3), 32–72. doi:10.1509/jimk.15.3.32
In this study, the authors explore the concept of product ethnicity, or stereotypes that consumers hold about the innovative ability and reputation of different countries in manufacturing products. They next discuss a model to measure the effects of product ethnicity.
SAMPLE ANSWER
Mass Marketing Versus Personalized Marketing
The articles “The Continuing Power Of Mass Advertising” by Paul Nunes and Jeffrey Merrihue (2007) and “Word Of Mouth” by Cater Reigner (2007) provide a comparative analysis of personal and mass marketing through online and traditional channels. Although the researches of the authors were independent, their focus gives a sufficient outlook of the current literature, which evaluates the effectiveness of traditional and new marketing strategies that currently dominate the markets.
One of the common questions asked in the consumer environment is the trend of mass advertising. Is mass advertising dead in the era of personalized marketing? The reports of both authors tend to move to one line of thought when assessing the prevalence of mass marketing and the personalized one. Both authors acknowledge the movement and the prevalence of personalized marketing. The use of technology has facilitated the use of personalized market to a high degree in a very short period. Havlena, Cardarelli and Montigny (2007) note that the use of social media, emails, and phone have allowed individuals to interact with consumers one-on-one. A study carried by Nunes and Merrihue (2007) reveals that the Y generations are the most buyers in the market and are the ones that are “digital” minded. It means that the focus of marketing shifts to them. Keller (2007) posits that the Y generation argues that use of web-based marketing is easy and fast as you can talk to the sellers unlike mass advertisement on TVs and newspapers.
On the other hand, Nunes and Merrihuel argue that it is still early for mass marketing to die. The authors say that it will take considerable number of years for mass marketing to disappear. In their research, they revealed that the new avenues have not interrupted the traditional methods for getting the advertisements. The study revealed that common avenues of advertisement are still 97%; this includes television, radio, print, and billboards. Hence, the fact that those traditional venues still dominate the market assures the continuity of mass marketing. Additionally, Nunes and Merrihuel argue that a small percentage of markers are ready to purchase tools for web-based marketing, which seems to be expensive and is among the strategies that companies can use to shift from traditional to personalized marketing. They have to create webpage for the products, programmed machines that responds to individual requirements, and addition of staff to respond to each individual. Moore and Pareek (2009) add that most of the consumers are not acquainted with some of the technologies, hence, they have to be taught through campaigns.
Both authors agreed that web-based marketing has got high prevalence as a marketing strategy. The major reason for the high prevalence is the interpersonal communication between the consumers and the marketers. One-on-one communication assures customers on the need and benefit of the products (Keller, 2007). It gives the marketer an opportunity to use his/ her skills to convince the buyers on the importance and the advantages of the products. Ryan and Jones (2009) describe interpersonal communication as a tool that assures customers of the products. According to Keller (2007), products will not sell unless the customers have the information about them. Therefore, customers only decide after getting the information through promotion that intensifies when there is interpersonal communication. As such, it is the customers that have the powers to lift a company after getting the knowledge about its products.
References
Havlena, W., Cardarelli, R., & Montigny, M. (2007). Quantifying the isolated and synergistic effects of exposure frequency for TV, print and Internet advertising. Journal of Advertising Research, 47(3), 215–221.
Keller, E. (2007). Unleashing the power of word of mouth: Creating brand advocacy to drive growth. Journal of Advertising Research, 47(4), 448–452.
Moore, K., & Pareek, N. (2009). Marketing : The Basics. London: Routledge
Nunes, P., & Merrihue, J. (2007). The continuing power of mass advertising. MIT Sloan Management Review, 48(2), 63–71
Riegner, C. (2007). Word of mouth on the Web: The impact of Web 2.0 on consumer purchase decisions. Journal of Advertising Research, 47(4), 436–447.
Ryan, D., & Jones, C. (2009). Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation. London: Kogan Page
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