Discuss the factors changing the face of today’s marketing communications. Discuss these factors as it relates to consumers, marketing strategies, and digital technology.
Search “social media monitoring” on a search engine to find companies that specialize in monitoring social media. Discuss two of these companies. Next, find two more sites that allow free monitoring and describe how marketers can use these to monitor their brands. Write a brief report on your findings.
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There are two factors that are changing the face of today’s marketing communications. First, as mass marketers have fragmented, marketers are shifting away from mass marketing. Second, Vast improvements in information technology are speeding the movement towards segmented marketing.
Mass marketing is a market coverage in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy. The idea is to broadcast a message that will reach the largest number of people possible.
Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them
Tedlow, R. S. (1990). New and improved: The story of mass marketing in America (p. 221). New York: Basic Books.
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