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This year, more companies are expected to turn to modern digital marketing techniques to manage their small business CRM and advertising campaigns, as these approaches offer two-way conversations and consumer engagement, compared to the one-sided approach of mass marketing. Accordingly, many experts claim that mass marketing is no longer a viable approach to reaching consumers.
"Mass marketing is no longer a long-term strategy," said Adam Sarner, research director at Gartner, to Marketing Web.
"Mass marketing campaigns have a 2 percent response rate and are on the decline, whereas by 2015, digital strategies, such as social and mobile marketing, will influence at least 80 percent of consumers' discretionary spending," he added.
Digital marketing techniques, when compared to mass marketing, increase consumer engagement, response and conversion, according to the source. With smartphone and tablet computer adoption on the rise worldwide and PC computers moving to the back burner, brands will have an increased in opportunity to engage with consumers anytime, anywhere. According to the source, there will be 6.7 million web-optimized mobile devices by 2014.