Mass marketing was the beating heart of mass media – the latter was invented to deliver the former. «Reach» and «quantity» were the key words of communication and success was measured in «awareness».
Mass marketing is going the way of the dinosaurs and as such – mass communications is going there with it. Digital communication is about bespoke and direct dialogue between brands and consumers – but where does that leave our old buddies «Reach and quantity»?
Where they belong: in the past!
Here’s a golden rule for marketing in a digital era:
Replace «Reach» with «Relevance», and substitute «Quantity» for «Quality».
This simple exercise will give you something far greater than «Awareness», it will give you «Attention».