The Death of Mass Marketing and The Rise of Tribes

Over the past few months, I’ve come across many posts, and even talked about it myself, about the idea of the end of mass marketing or that mass marketing is evolving.  I personally believe that we are seeing a shift in marketing efforts.  Empowering your customers to be your voice and share the excitement that is in your product or service is much more effective than blasting them with canned ads – just the other day I read an article about how Sprint is partnering with YouTube to produce a homepage ad made completely of user-generated content.

Jeremiah Owyang suggests that brands need to connect with their biggest advocates.  That it will be these advocates that will sway over prospects.

Chris Brogan believes that ‘empowering people matters so much more than marketing to them.’

Coca Cola realizes that ‘mass media is declining in importance’ and that they their future depends on ‘continued ability to connect people to our brands and our Company all around the world, one person at a time.’

We are seeing movements all over the Internet about people connecting personally with others – sometimes across great distances.  I personally see that with Twitter.  I have connected with individuals all across the globe on Twitter with common interests and goals.

All these observations thus far are solidified by Seth Godin who recently spoke at TED. Seth talks about how the Internet has given rise to tribes.  People who are normally disconnected, connecting through the Internet.  In this case social media tools.  Check out the video – it’s very inspiring and will make you think about your traditional mass marketing efforts.

What do you think?  Is mass marketing dead?  Will the more effective marketing efforts actually be seen in personal connections?  Please share your thoughts.

  • Kevin Heiderich

    Perhaps it is dying, or becoming less relevant. Regardless of whether it is or isn’t, personal connections and building community are most important for me, as I have little marketing budget. I am tuned into the voice of prior clients from my last position whom I would like to serve again, and the information I receive via Twitter, LinkedIn, blogs, and Facebook from Higher Ed pros such as yourselves.

    I enjoy the flexibility that GoToMeeting or Ustream provide in conjunction with Twitter, allowing a presentation without breaking the flow of what is going on. It provides immediate response/thought/conversation that both amplifies the presentation for the attendees and provides a record of addressable/action items at the end.

    I am hoping to set up my own stream/presentation for Educast Media shortly, and would like to make it an interactive higher ed presentation on twitter. Thanks for the opportunity to weigh in.

    @Educast_Media on Twitter

  • Roger Bentley

    Interesting post. The title very much describes the times. Nice job.

  • Pingback: Be a Thought Leader | Mike McCready()