Find out if Mass Marketing is really worth working for – WAU

Mass Marketing is a strategy that differs from current market trends, since it does not segment your actions, on the contrary, it focuses on impacting as many users as possible with your ads. Although it does not seem, this strategy still has its value and can be efficient according to the objectives of your strategic planning.

One of the main changes generated by the digital transformation is precisely the strengthening of the consumer. More demanding, he wants companies to start attracting him according to his tastes, preferences, problems and desires. In response, organizations increasingly invest in the segmentation of their marketing strategies Marketing.

Within Digital Marketing, for example, the customization of ads and content is considered fundamental for the success of actions and communication campaigns. However, there are other strategies that still resist new user behavior and bet precisely on the lack of segmentation, such as Mass Marketing.

Rather than focusing on more personalized actions, the goal of this strategy is to impact as many customers as possible. How about knowing if it can be efficient for your company’s planning? Continue reading to understand what Mass Marketing is, how it is applied, in addition to the advantages and disadvantages for your business. Check out!

Continue reading to understand what Mass Marketing is, how it is applied, in addition to the advantages and disadvantages for your business. Check out!

What is Mass Marketing?

Often, a Marketing team has a tight budget to carry out its strategies and, without a doubt, needs to present positive results for other areas of the company. Thus, planning ends up turning to techniques that seek segmentation and customization, mainly to perform more precise actions.

Mass Marketing is the exact opposite: is a strategy with an exclusive focus on impacting as many potential customers as possible. Niche, persona or even target audience are ignored concepts when applying this strategy. The idea is to expose your brand to as many people as possible, without any differentiation.

This concept emerged in the 1920s, when companies started to rely on radio as a mass communication channel. In this way, ads that were previously restricted to the brands’ locations of operation started to reach a more potential customers.

Throughout the 20th century, it became a very efficient Marketing strategy, mainly with the arrival of television, allowing an even greater impact on consumers. Despite having won the “competition” from more targeted strategies, many companies still bet on Mass Marketing to attract new customers.

The method is the same: through popular communication channels, the objective is to publicize a brand, product or service without distinction of public and drawing the attention of a large audience. This strategy is generally adopted by unknown companies that want to enter a market or to launch a new product.

The strategy behind this concept is to generate value for the brand through exposure to the largest possible group of potential customers. The idea of ​​valuing the consumer experience, meeting their demands and creating ads that attract their attention precisely for personalization is left out.

Going against the grain of practices in the era of digital transformation, Mass Marketing aims to modify user behavior from its impactful ads, but the results are not easily measurable. Therefore, when adopting this strategy, the efficiency of campaigns – such as ROI or clickthrough rate – does not matter so much.

Mass Marketing therefore has the following characteristics:

  • focuses on impacting a large group of consumers;
  • uses the most popular communication channels to advertise;
  • achieve some return for impacting a large number of individuals;
  • it is generally used for companies entering the market, introducing new products or for basic necessities.

What are the best known techniques of this strategy?

Despite not focusing on a specific audience and betting on the generalization of your ads and campaigns, some techniques stand out within Mass Marketing.

Shotgun approach

The idea of ​​the Shotgun Approach (Shotgun approach) is to attract the most looks to your brand, regardless of who the users are, not performing any type of segmentation. That is, unlike a rifle – which counts a sight in search of greater accuracy – the shotgun (shotgun) does not have a specific target.

The message transmitted must be as generic as possible, which can pass on the same idea to the different users to be impacted. In most cases, the Shotgun Approach is applied to the most popular communication channels – radio, television and the Internet – in search of more customers through an untargeted message.

Guerrilla marketing

Another technique used within Mass Marketing is Guerrilla Marketing. In practice, it consists of actions, ads and campaigns that aim to shock a large audience, either through creative or exciting messages. The idea is to attract the public’s attention and involve the consumer through the message transmitted.

To overcome the huge competition for consumer attention, Guerrilla Marketing communicates with many at once with shocking and striking actions. The technique can be used to provoke a reaction, be it buying a product, knowing a brand, pinning the competitor or even reevaluating your priorities.

You may also be interested in discovering these different ways of doing marketing!
Utility Marketing: what is it and how to apply this strategy?
Internal Marketing: what it is, main types and success cases
Institutional Marketing: what it is and how to apply it in your company
What is niche marketing and why should you care?
Recommendation marketing: why is it so important?

What are the advantages and disadvantages of Mass Marketing?

Very traditional in advertising, Mass Marketing survives even with changes in consumer behavior. Thus, many professionals in the area do not know whether to bet on this strategy or not. To eliminate doubts on the subject, we list the advantages and disadvantages. Check out!


The main advantage of Mass Marketing is, without a doubt, impact thousands of consumers in a single advertising message. A Super Bowl ad, for example, will be seen by millions of people around the world and can be very effective in strengthening your brand image, even without a specific audience.

Operating on a larger audience scale, distribution becomes cheaper, with just one action reaching the most diverse users, with a best cost-benefit. Therefore, even if a campaign does not generate any return on your business, the expenses were not so high, reducing losses even with Marketing research.

Another advantage is the strengthening your brand for wide exposure on very popular channels. That is why it is so efficient when it comes to companies that are looking to enter a market or launch a new product, managing to draw consumer attention more efficiently than with more personalized ads.


One of the main changes in Marketing is the need to better understand who the consumer is, their behavior and their pain, with the segmentation and customization of advertisements and campaigns on the rise. Mass Marketing, however, goes in the opposite direction and does not consider the changes that happen in this universe.

All customers receive the same message, the trend being different: Kantar Media data shows that 51% of users are most interested in a brand when ads are personalized. That is, as much as you interact with millions of people at the same time, many of them will not care about your action.

The main disadvantage is the low efficiency of the ad, vying for the consumer’s attention with personalized and customized actions, campaigns that prove to be more effective. Besides that, this is a short-term strategy, generating no benefit for loyalty, for example, another growing need of companies.

In what situations should Mass Marketing be applied?

Mass Marketing is, therefore, a strategy quite risky and should be used with caution, taking into account your company’s planning and objectives. A company that works with very specific products, for example, should not use this strategy in its Marketing plan.

Brands of basic needs products – such as personal hygiene items -, which will already have a large number of people interested in their products anyway, bet on this strategy. Telecommunications companies also use Mass Marketing, as it is a very popular service, which people need more and more.

Therefore, it is essential to assess exactly what the situation of your company is and, if it fits this panorama, this strategy can be extremely useful. Otherwise, the best way is to bet on other fronts, which value the customization and segmentation of campaigns, such as Content Marketing.

According to your planning and objectives, Mass Marketing can still have its value and generate some type of result in the short term. Other strategies, however, prove to be more efficient, especially when we talk about segmentation and offering more personalized products and / or services to the consumer.

How about, then, knowing one of these strategies that goes in the opposite direction of Mass Marketing? Therefore, we have separated an article about a personalization technique that has been gaining a lot of space in the market: understand what Sensory Marketing is and learn how to use the five senses to generate sales for your business!