Mass market vs DM mindset
Great marketing minds think alike. So I would like to believe we keep in good company with renowned marketer, Seth Godin. He recently made an accurate distinction between mass marketers vs direct marketers which got me thinking under which category we, as a company, belong to.
Mass marketers such as Best Buy and Microsoft capitalize on their ubiquity. They have successfully infiltrated our homes and our spending habits and in doing so, now enjoy massive revenue.
On the other hand, direct marketers focus on a capturing a specific niche, getting terrific response rates and only then will they venture into expanding reach. They don’t need to be in every home, but they need to count in each home they actually get introduced to.
Godin says, “The key distinction is when you know it’s going to work. The mass marketer doesn’t know until the end. The direct marketer knows in the beginning.”
These things considered, Ionic Media prides itself in being prolific direct marketers – with a huge emphasis on testing creative thoughts on a well-researched niche, followed through with the ability to analyze results. Only then do we expand into a bigger reach with data at hand and calculated, educated risks. This is not to say we are unable to go big and handle ubiquity. With big brands such as B+L and Disney under our belt, we need to think like mass marketers as well. But we do so intelligently and profitably. It doesn’t always work. But it usually does. And when it doesn’t, we figure out why and do better on the next go.
Bottom line is, we care enough to do the work upfront to reap the benefits of being right (or wrong) in the end. We understand that the best mass marketers, it seems, start off as excellent direct marketers.
Ameetess Dira
Account Director
Tags: brand marketing, direct response, DM, marketing campaigns, mass marketing, online marketing
