Direct Marketing v/s Mass Advertising

Talking about internet marketing, there were days when mass marketing was the only marketing tool used. Thanks to latest web technologies that allowed websites to track user behaviors because it changed the marketing horizons over the internet.

Today, most of the marketing over the web is Direct Marketing and not just mass marketing. Facebook, Google and several other tech giants use filters to deliver ads relevant to users' interest and browsing patterns.

In Mass Marketing, a message is conveyed to a large sum of people without any personalization. So technically, the communication that takes place is impersonal and may not target an individual's interest. Mass Marketing works on probability i.e. within the huge audience exposed to that marketing message there are chances of sufficient potential customers who might be interested in buying the marketing product or service.

However, Direct Marketing establishes a personal connection. A communication is customized as per person's personal interest or recent behavior. This type of marketing is experience an outstanding growth as it has more chances of converting a potential customer to a real customer. It further saves resources associated with mass marketing.

Internet changes by the moment, so does the marketing horizon. Internet Marketing comes with the tools that allow more personalization that mass marketing or any other form of marketing. The era of mass marketing is about to end as the era of direct marketing has taken businesses to completely new levels. Let's see what's next to direct marketing in the years to come.