"Never settle for less than your dreams.
Somewhere, sometime, someday, somehow, you'll find them

- Danielle Steel, Bittersweet.

Get more Insight, Inspiration and Self Discovery at The Walkabout.

Monday, August 10, 2015

Why Advertising to the Masses is Costly and Ineffective

Quantity is something you can count. Quality is something you can count on.

For a long time, the most popular form of advertising has been mass advertising.
Mass advertising has for decades been based on mass audiences.

You see, back in the day, newspapers were the only media outlets. They were everything to everyone with their content, and this attracted audiences. In the 1930s, a new medium was introduced - radio.

Radio changed everything, thanks to its ability to attract very large, and very specific audiences. Listeners found radio irresistible and advertisers got good returns. Targeting started right here.

Then came television, and the audience was given programming in exchange of marketing messages. In addition, network television began selling this audience to the advertisers and it is at this point that the audience willinglybecame something very different:

If you're not paying for it, you become the product.

Thanks to data mining, audiences are no longer classified according to the number, gender, age, or demographics.
It is now all about tribes...

Read the rest in this insightful article in Complit Design's Understanding Target Audiences and How to Market to them.

* * *

We all love and are in most cases addicted to free stuff. Social networks, free newspapers, radio and television programming and much more.
Marketers and corporations have not suddenly become sufficiently philanthropic and charitable with stuff that costs them a lot to produce.
Just know that before you get sold, you get bought for a song.