Mass marketing, RIP?

Mark Earls, executive planning director at Ogilvy, argues that the mass (as in mass marketing) has not been usurped by the individual, as is the popular view.

Mass Marketing, RIP?

Mark Earls Ogilvy

It has become quite fashionable to pronounce the death or demise of mass marketing. One-to-one gurus do it, online grandmasters do it, even social forecasters do it.

All too often the argument confuses the...