The inability to properly measure traditional marketing efforts, even as they evolve into becoming more modern in many respects, continues to underscore the importance and value of direct digital marketing. For marketers, rather than investing dollars in exploratory channel innovations where the attempt to convert for a more measurable model is in full swing, the emphasis – and investment – must be placed in measurable marketing channels where accountability is baked in and communications are direct.
The most effective mass marketing campaigns still leverage the television. But, effectiveness measurement for mass campaigns has always been difficult to grasp. Convoluted measurements that rely on indirect benchmarks are still driving the majority of marketing spend in the US.
Mass marketing is certainly not in danger of elimination. But, its role is changing. A mix of direct, conversion-oriented marketing and mass awareness marketing makes sense. However, the terms “mass” or “awareness” no longer exclude the primary direct digital marketing channels. The mobile and Web channels both have myriad awareness options, with mobile having the distinct advantage of being highly personalized.
Whether budget dollars are scarce or not – though the majority of marketers are still finding them scarce compared with five years ago – the investment must be placed where ROI is not only high, but possible to measure. The balance on the marketing scale is shifting between traditional and direct digital marketing efforts. For companies to maintain success and discuss growth, the marketing must be on the “right” side of the scale.
There is certainly much more that can and will be written about the changing role of mass marketing. So I pose the question: How do you see mass marketing changing in the next five years?