Marketing has changed, have you?

# There is no longer a “mass market” in every market, so mass marketing usually leads to mass wasted resources.

# Most customers who may be in a market are no longer anonymous, they can be “connected ” with individually.

# Your message  only reaches people who are willing recipients of the message, everyone else just filters it out, years of practice, leading to a huge waste of marketing resources when relying on the “shotgun” method.

Most marketers have heard Lord Leverhulme’s much quoted musing that 1/2 his advertising was wasted, he just did not know which half it was.

If he was alive today, he would be far more likely to be saying “90% of my traditional marketing is wasted, so why am I still doing it”?


About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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