Marketing battle: Personalized vs. Mass Marketing

Mass marketing is dedicated to a wide audience and personalized marketing is targeted to a specific group or an interested consumer. Which marketing strategy is the best?

individual-vs-groupMass marketing aims at delivering messages to the largest number of people that is possible. It ignores the market segment differences and provides one offer to the whole market. Reaching a wide audience maximizes the product’s exposure. Mass marketing is focused on high sales and low prices. It’s used by companies that offer products that usually aren’t dedicated for one client and are sold in large quantities.

The main benefits of mass marketing are a broad audience and low production costs per each person. Although, this strategy has serious disadvantages such as high advertising costs and high development costs of products, a fierce competition and ignoring the particular needs of clients.

 

In opposition to mass marketing, personalized marketing analyzes the specific needs of each individual and reaches the target group by providing tailored offers of products and services.

Personalized marketing comprises the customers identification (collecting information about their interests and needs), segmenting clients into more specific groups, choosing the best communication channel to contact with them and personalizing products or services in order to give them exactly what they want.

One-to-one (personalized) marketing is distinguished by several advantages such as particularly targeted customers that tend to be more loyal, less competition and higher profit margins. The main drawbacks are the lack of “economies of scale” and higher production costs per each person.

 

People face over 3000 messages a day, what means that it is crucial to make messages relevant to customers by reaching their preferences and characteristics. Now, when personalized marketing is expanding to more and more sectors, it’s starting to be a strong competitor of mass marketing.

SALESmanago is a Customer Engagement Platform for impact-hungry eCommerce marketing teams who want to be lean yet powerful, trusted revenue growth partners for CEOs. Our AI-driven solutions have already been adopted by 2000+ mid-size businesses in 50 countries, as well as many well-known global brands such as Starbucks, Vodafone, Lacoste, KFC, New Balance and Victoria’s Secret.

SALESmanago delivers on its promise of maximizing revenue growth and improving eCommerce KPIs by leveraging three principles: (1) Customer Intimacy to create authentic customer relationships based on Zero and First Party Data; (2) Precision Execution to provide superior Omnichannel customer experience thanks to Hyperpersonalization; and (3) Growth Intelligence merging human and AI-based guidance enabling pragmatic and faster decision making for maximum impact.

More information: www.salesmanago.com

Behind the Scenes: Get to Know Our Team Better – Maja Kowalska
Behind the Scenes: Get to Know Our Team Better – Maja Kowalska

    1. Name, position, in SALESmanago since…   Maja Kowalska, Product Marketing Manager, in SALESmanago since 2015, but ‘we were on a break’ for some time in between.   2. Coffee, workout, meditation—how do you start your work day and get ready for conquering the world?   A cat nose in my eye followed […]

[Tips&Tricks] Top Tips to Improving Conversion Rate in Your Business
[Tips&Tricks] Top Tips to Improving Conversion Rate in Your Business

    In an increasingly competitive eCommerce world, there are some dos and don’ts when it comes to encouraging customers to buy from your business. This act is called a conversion, and it’s just about the most important metric you’ll need to watch as you plan on building your business and increasing revenue. In eCommerce, […]

Behind the Scenes: Get to Know Our Team Better – Tomasz Lipiec
Behind the Scenes: Get to Know Our Team Better – Tomasz Lipiec

    1. Name, position, in SALESmanago since…   Tomasz Lipiec, Partner Manager, in SALESmanago since March 2021.   2. Coffee, workout, meditation – how do you start your work day and get ready for conquering the world?   I currently start the day by making a bottle of milk for my youngest daughter 🙂 […]

[New feature] Maximize your marketing impact with the new eCommerce Dashboard
[New feature] Maximize your marketing impact with the new eCommerce Dashboard

    Our newest feature, the eCommerce Dashboard, aggregates data from eCommerce platforms and Marketing software and presents it in real time, 24/7. Enabling an at-a-glance online store performance overview, as well as detailed tracking of the performance of different aspects of the business, it is an extremely effective, omnichannel Growth Intelligence tool.    Google […]

SALESmanago moving into a state-of-the-art office building in Krakow
SALESmanago moving into a state-of-the-art office building in Krakow

    SALESmanago, Poland’s largest and fastest-growing company creating eCommerce technology solutions, is set to become the single occupant of a new, eye-catching building located in Ocean Office Park in Krakow’s Zablocie district in August 2023. The unique office, developed by Cavatina Holding, will provide modern working space for nearly 700 people.    The new […]