Week 3: Individualization of Marketing

In week three my reading included the “death of segmentation”, “origins of social media”.

As in previous texts the message is again for marketing to accept the “system of engagement” where the marketer needs to engage the target audience rather than just stuffing the message down the consumer’s throat. The “death of segmentation” emphasizes the need to look at the individual rather than the average customer in the respective segment. This individualization of marketing allows the marketer to connect with the potential customer on a personal level where the individual becomes actually interested in the offering because he/she has the feeling that the promotional gig is actually about him/her and not about the product being advertised.

“How to get your ideas to spread” stresses a similar point. Individuals can choose whom to listen to and need to feel addressed personally. Seth Godin also points out to focus on the neglected fringe customers rather than the “average people” who are in the center of the market, because the individuals on the side of the market curve feel that it’s finally about “them” and listen. And they don’t only listen but also spread the “good” word.

The speed with which a “bad” word, or better the grievances of dissatisfied customers spread is the story with which “The New Influencers” start.  The main topic however it the role blogs have in the universe of social media and how effective this slingshot can be in the hands of David when he faces off with Goliath. 

Now what do I think about it? Individualization of marketing, and making the individual want to see the (individualized) advertisement is certainly a good approach. I don’t want to listen to, and read, something that I feel is not addressed to me. And info through social media sites have more authenticity. But does this make market segmentation irrelevant? I don’t really think so, rather I see different marketing tools coexisting and complementing each other, in the same way as marketing activities through social media don’t completely replace a TV commercial. Individuals want to be reached at different levels and in different ways at different times.