Comments on: Top 100 Media Companies http://www.aphotoeditor.com/2008/09/29/top-100-media-companies/ Former Photography Director Rob Haggart Fri, 19 Mar 2010 02:15:06 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Jon Hornstein http://www.aphotoeditor.com/2008/09/29/top-100-media-companies/comment-page-1/#comment-29677 Jon Hornstein Tue, 30 Sep 2008 18:27:03 +0000 http://aphotoeditor.com/?p=1059#comment-29677 Saying that mass marketing is dead makes a nice sound bite but it misses the mark. It only looks like it's dying because it used to be the only game in town. Now niche online marketing is available and it has some very compelling features, such as the ability to more precisely track effectiveness and the ability to support a “pay for performance” revenue structure. While the kind of niche marketing that takes place on social networking sites has a lot of advantages over mass-marketing and is going to be increasingly important, there's still a limit to its effectiveness. And there are some products that are truly mass market (think supermarket items, electronics, restaurant chains, departments stores, home improvement, travel) that need mass marketing and broad brand building. The real story behind mass marketing is not that it's dying but that its increasing moving towards product placements, advertorials, single sponsor programming, cross-promotions and the like. Saying that mass marketing is dead makes a nice sound bite but it misses the mark. It only looks like it’s dying because it used to be the only game in town. Now niche online marketing is available and it has some very compelling features, such as the ability to more precisely track effectiveness and the ability to support a “pay for performance” revenue structure.

While the kind of niche marketing that takes place on social networking sites has a lot of advantages over mass-marketing and is going to be increasingly important, there’s still a limit to its effectiveness. And there are some products that are truly mass market (think supermarket items, electronics, restaurant chains, departments stores, home improvement, travel) that need mass marketing and broad brand building.

The real story behind mass marketing is not that it’s dying but that its increasing moving towards product placements, advertorials, single sponsor programming, cross-promotions and the like.

]]> By: Embassy Pro Books http://www.aphotoeditor.com/2008/09/29/top-100-media-companies/comment-page-1/#comment-29664 Embassy Pro Books Tue, 30 Sep 2008 13:39:59 +0000 http://aphotoeditor.com/?p=1059#comment-29664 I def. agree with the mass of niches comment. Targeting the nation as a whole seems to only be done by organizations that started this many eyars ago when their companies where just starting to grow. I def. see more and more niche business cropping. Prime example is the social networking sites. I def. agree with the mass of niches comment. Targeting the nation as a whole seems to only be done by organizations that started this many eyars ago when their companies where just starting to grow. I def. see more and more niche business cropping. Prime example is the social networking sites.

]]>