Social Media Strategy
Why do marketers say mass marketing is dead?
Answered independently in 2 episodes. Every line below is verbatim from the transcript, timestamped to the moment it was said.
The short answer
What the archive says
01'Direct to gamer' is the tell for the bigger trend: mass marketing is dead, and brands win by microtargeting hyper-specific audiences — the mediums aren't dead, the mass approach is. source →
In their words
What was actually said
And maybe it's less that linear TV is dead and it's mass marketing is dead. Yeah, you know, like I won't pick on just linear TV, but these mass channels where look, I get it, you want reach and you want frequency, but it's perceived region.
Trying to be all things to all people on linear TV or radio or whatever. I'm not calling the mediums themselves desks. It's more that mass marketing is dead.
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