Mass Marketing Is Only Mostly Dead

Note: This video was shot using a Flip video MinoHD 8GB camcorder (Amazon affiliate link) and a Fat Gecko Double Knuckle Camera Mount (Amazon affiliate link). Boo-Yah!

My Flip is awesome! Though I wish I had the 3rd generation version which includes image stabilization. The Fat Gecko is wicked. Use it in or out of your car, snowboards, mountain bikes, bike helmets. I love it!


I’ve had this video transcribed below for those who prefer to read rather than listen or watch. The transcription provided by me.

Hey, everybody, Mark Regan here.

I’m in the middle of listening to Seth Godin’s latest book, We Are All Weird, a great book that takes the theory that mass market is dead and marketing to smaller, groups smaller segments, tribes, as he calls them, is going to be the way of the future, at least, going forward.

And I agree with him in many respects. agree that the infomercial model, the HSN, where you take a product and, by purely throwing marketing dollars at it you can turn it into a huge masses success, and I believe that that’s true.

However, he makes it jump from mass marketing is dead to imply that mass production is dead therefore, so large soda drinks and Coke and Diet Coke, Pepsi, and also plastic forks, paper plates. That the market for them is dead is absolutely not true.

So if you can believe that the market for mass produced products in the millions or hundreds of millions is not going to disappear, then there will always be some form of marketing of those types of products. And, therefore, mass marketing at that scale is not gonna disappear. Mass marketing where you’re creating a market that didn’t exist necessarily, I believe, is gone, but there will always be some form of mass marketing. Therefore, mass production and products and his implication that both of them are dead is just not true.

I believe only one form of that is going to disappear or at the process of disappearing now.

But I’ll be interested in your thoughts. Let me know in the comments below. Take care.

One thought on “Mass Marketing Is Only Mostly Dead

  1. I think that mass marketing as we know it is slowly dying. If you look over the last couple of years-especially when the market took a nose dive- the rise of the smaller, niche market began. Small business began to boom as people lost their jobs. Local markets flourished as new local services and products were offered. I think the same can apply to marketing- and you can marry the mass produced with the micro-market. It’s just a matter of knowing how to take the mass-produced product and localize the campaign. Study the market in the area, the demographics, the economy, the culture, and develop the campaign from there. 

    Just my thoughts, anyway. 



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