The era of mass marketing is over

Written by on August 13, 2015 in Snippets with 0 Comments

The era of mass marketing is on its knees and could be dead and buried within a generation, according to Google and Facebook, who say the shift to the mobile web and micro-marketing will become the dominant form of advertising.

Speaking at the annual Digital Marketing Forum presented by The Australian and Sensis in Sydney, Stephen Scheeler, head of e-commerce at Facebook Australia and New Zealand, said the internet and the rise of smartphones meant advertisers could no longer rely on a mass-market ­approach when trying to connect with consumers.

“All marketing is going to move to a space where mass is no longer there. I can see that happening in my lifetime,” he said.

“The era of mass marketing will be here for a while but it is declining. And this permission-based need to matter to the people you are speaking to is where we are going. We are there now.” Read full story here…

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