Mass marketing is dead. If I am at the receiving end of a piece of marketing or advertising I can tune it out very effectively, unless it is aimed directly at me and very specifically addresses my needs or wants. Only niche marketing works anymore because we have all become very adept to tuning out the mass marketing with which we are constantly bombarded.
About a year ago I stopped watching television advertising. I have never been a fan of adverts but getting Sky+ has enabled me to record my favourite shows and then watch them at a later date, skipping past the ad breaks. This means it takes less than 40 minutes to watch a one-hour show. Even if I want to watch a show ‘live’ I will hit record, go and do something more productive for twenty minutes and then start watching it a bit later. Anything to avoid the adverts! Within the financial services sector we all continue to suffer from the belief that mass marketing still works. When I go ...
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