Target Marketing Vs. Mass Media Marketing

A friend once used the analogy of turning on the sprinklers to describe using the mass media to spread the word about a product or service.

The point he was making was that there always exist more direct and targeted ways to reach your audience. Like a sniper, you have to go straight for the bulls eye.

The distribution of targeted information to a mass audience, as far as I'm concerned is the definition of spam.

Many marketing and public relations professionals are so accustomed to using the sprinkler method that they don't realize that they may very well be turning away more people than they are winning.

In today's increasingly difficult economic environment, one needs to be very strategic in how you go about maximizing those marketing dollars and public relations resources.

Here is a great video on the pros and cons of both methods for your viewing pleasure.

Your comments are welcome.