# There is no longer a “mass market” in every market, so mass marketing usually leads to mass wasted resources.

# Most customers who may be in a market are no longer anonymous, they can be “connected ” with individually.

# Your message¬† only reaches people who are willing recipients of the message, everyone else just filters it out, years of practice, leading to a huge waste of marketing resources when relying on the “shotgun” method.

Most marketers have heard Lord Leverhulme’s much quoted musing that 1/2 his advertising was wasted, he just did not know which half it was.

If he was alive today, he would be far more likely to be saying “90% of my traditional marketing is wasted, so why am I still doing it”?