How Do Marketers Target Mass Consumers?

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Marketers focus on maximum exposure of a product or service to as many people as possible disregarding specific niches of people during mass marketing.

This blog will help you distinguish between targeted marketing vs. mass marketing for your next marketing campaign.

What Is Mass Marketing?

Mass marketing is the process of appealing to an entire market rather than one targeted group.

Often referred to as undifferentiated marketing, the undifferentiated strategy ignores the differences between market segments and treats the entire market as one target.

Fundamentally, there is no targeting at all. Everyone is a potential customer.

The marketing technique uses mass distribution and mass media to reach the widest audience possible. Mass marketing aims to advertise to the highest number of potential customers.

The technique is largely popular among big corporations and is the polar opposite of niche marketing.

Prime Examples of Mass Marketing

Let’s take a massive company like McDonald’s as our example.

You see their ads everywhere: on the bus, on the train, on billboards, on social media, on TV, on Spotify ads, and even on the radio.

They have mass marketing on lock and have consistently used it in their marketing efforts for decades. Because of it, they’ve become a giant in the fast-food industry.

This strong brand image can discourage competitors and new restaurant chains from entering the market.

All-purpose toothpaste isn’t targeted to one particular market segment.

In this case, it is unnecessary to segment consumers into separate niches as, in theory, the product should appeal to any customer’s wants and/or needs.

For certain widely consumed items (e.g., gasoline, soft drinks, white bread), the undifferentiated market approach makes the most sense.

For example, toothpaste (such as the brand Crest) isn’t made specially for one consumer segment, and it is sold in huge quantities.

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Benefits of Mass Marketing

Mass marketing can be highly effective in pushing new products or services, increasing brand awareness, and retaining loyal customers.

By producing goods that are needed by a large market and offering them at competitive prices, a mass marketing strategy increases the potential for high volume sales while reducing manufacturing costs through mass production.

Products that are mass-marketed often practice planned obsolescence to reduce the cost of production and ensure that consumers will have to come back and buy the product again.

When a company uses mass marketing, every single advertisement that they deploy is sent across a variety of channels (such as print media, social media, and broadcasting) and has the potential to reach thousands or even millions of customers.

Before implementing it into your marketing strategy, be sure to assess the demand for a certain product so that your efforts aren’t wasted, and you get the maximum return on investment.

Certain companies or industries may use mass marketing more than you’ll need to, and that’s OK. It’s all about finding the right strategy for you.

Disadvantages of Mass Marketing

Although mass marketing is widely used, several disadvantages that can make this strategy less effective than market segmentation should be considered.

Many consumers are dissatisfied with the “one size fits all” approach and seek out more specialized products than those offered under the mass marketing umbrella.

Mass marketing can be more expensive. The message must be stated in the most basic form to have the broadest appeal possible, and the result can become diluted.

In the digital age, people expect to be spoken to personally, and a blanket mass marketing campaign could prove a costly exercise if not executed properly.

One example of mass marketing could be a direct mail door drop to a local area for a new restaurant opening in the area.

Although mass marketing has an extensive reach, it has a limited appeal.

Not everyone thinks alike, so marketing messages in one geographic location or with one demographic might not work well for others.

For example, an expensive organic health food store may do better in wealthy suburbs than a college town.

When comparing targeted marketing to mass marketing, the numbers clearly show that targeted marketing is more effective.

What Is Targeted Marketing? Hint - Target Market Means Targeting Your Audience

Choosing select groups of people to sell to is called target marketing, or differentiated marketing.

The targeting strategy is where the marketing-mix comes together to create the right offer and marketing approach for each target segment.

The best thing about target marketing is that it is data-driven.

Also termed “niche marketing,” this strategy targets a specific market segment, for example, specialized services or goods with few or no competitors.

You look at your customers’ purchasing behavior, demographics, and preferences to create a marketing strategy that appeals to them.

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Prime Examples of Target Marketing

Social media is one of the best things to happen in advertisements.

It allows you to reach a wide range of audiences through different demography, either age, sex, location, educational background, interest, etc.

Audience targeting is beneficial for companies using online marketing where simply measuring click rates doesn’t provide accurate insights into the campaign’s effectiveness.

Nike remains one of the most dominant players in sneaker fashion. Nike is a group of innovators, collaborators, money-makers, and game-changers.

Nike can target a range of segments simply because of their widespread resources and understanding of their target markets. Their products are diverse and wide-reaching.

And, like any successful brand, all of Nike’s products are specifically manufactured and promoted to reach distinct market segments.

Benefits of Targeted Marketing

Targeted marketing can help you save time and money on your marketing and lead generation expenses.

Instead of the expense of a high volume, scattered effect that mass marketing can often generate, targeted marketing allows you to clearly define your unique value to your target audience more personally and effectively.

You can quickly determine where and how to market your services with a clearer target.

There’s no doubt that target marketing requires more work. You need to do extensive research to understand your target audience.

But the best part is that you can promote your product or service to the right audience at the right time, which leads to more conversions.

Even if you have limited funding, you can still compete with large companies by targeting a niche market.

While it means you will be targeting a much smaller group, you will also be excluding people who are less likely to become your customers.

This will ensure that you do not waste your marketing budget on a non-converting audience.

We’re talking about the consumers who don’t need the products or services you are offering.

Because you are targeting those who may be interested in your products, niche marketing only offers your products/services to only those who may be interested in your offers, thereby offering high-quality leads.

Research Buyer Personas

By understanding the potential buyer personas that a marketing effort targets, a company can fine-tune its product development to best appeal to the given market segment.

By nurturing specific buyer personas and providing them with the optimum sales process, small and large companies can increase their customers’ satisfaction and foster a more positive user experience.

With a strong product and effective market segment research, rather than the broad and unfocused technique involved in mass marketing, marketers can increase their appeal to consumers through targeted strategies that improve customer satisfaction and leave a lasting impression.

Shotgun Approach

Mass marketers use several techniques to appeal to the largest audience possible.

The shotgun approach, which attempts to reach the audience with advertising on traditional mass media such as television, radio, and the internet, has been widely used and is likely the most familiar technique.

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Guerrilla Marketing


This strategy aims to produce advertisements that capture the attention of a large market with exciting and memorable messages while positively engaging consumers.

Create Brand Awareness

Brands channel all of their marketing efforts towards their uniquely defined segment of the population to own this particular segment over their competitors.

The brand aims to reach its growth potential and create thriving brand loyalty and long-lasting relationships with its ideal consumer group.

Take Lush, for example.

This eco-friendly cosmetics retailer sets itself apart from the competition by seeping its strong, undying ethical message from every physical and digital pore available.

Disadvantages of Target Marketing


It often takes time to see the result. It requires lots of planning and strategy to determine the target market.

How To Use Target Marketing

Your target marketing plan should start with market research to identify your primary audience.

Next, you should answer these questions:

  • What are the best ways to get your target segment’s attention?

  • What do you want this segment to remember about your product?

  • Where does this segment look or shop for your product?

  • What is the best way to get your product to your target customers?

  • What price(s) are your target customers willing to pay for your product?

  • How much is too expensive?

  • How much is too cheap?

As you consider these questions,  you generate ideas for altering the marketing mix to appeal to your target segment.

For example, if you’re an interior designer who works with homeowners aged between 30 and 65, you can further refine your audience by adding more specific criteria.

What Is Micromarketing?

Micromarketing goes just that one step further than concentrated marketing.

Micromarketing targets a specific group (localized microsegments), or individuals, within a niche market.

This strategy is highly targeted as all marketing efforts are focused on the distinct characteristics of these small groups or individuals.

A great example of a brand that successfully uses micromarketing is Groupon.

Which Marketing Strategy Is Best For A Small Business?

Either method can be effective, considering the comments above, but defining the target market, getting the message right, and being consistent will usually produce more consistent results.

While mass marketing sounds like an excellent strategy for finding more potential customers, target marketing is better for small businesses struggling with funding.

Particularly in the digital space, we’d always recommend profiling your audience as much as possible.

Even though it has a smaller reach, focusing on your target group ensures that every dollar you allocate for marketing is well-spent.

So, before you jump into any old target market, remember these few things:


  • Identify your values and goals

  • Analyze your data

  • Look into current and prospective competitors

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Which Strategy Should A Startup Company Use?

Mass marketing has been a lifelong marketing approach using traditional means of marketing.

The latest technological advancement in digital marketing has made target marketing even better. This is because it is a cheaper and more effective way of reaching your target market.

The type of marketing strategy you adopt is significant for running a business.

As a startup, the best approach you may want to consider is target marketing, as this gives you the flexibility to reach people who may be interested in your products or services.

Incorporating Lead Generation Into Your Strategy

Our startup SaaS company, Kennected, sells products and services aimed at lead generation.

By making those long-term relationships with leads, you’ll see your network grow as well as your product sales.

We target different segments like entrepreneurs, consultants, contractors, recruiters, etc. But anyone can benefit from LinkedIn’s #1 tool Cloud Kennect.

To grow your professional network, it’s worth watching a demonstration.

Reach out to our sales team today and start improving your strategies.

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