|Reaches a mass of buyers in broad groups, shares common demographic and psycho graphic profile.||Sells to individual customers definable by name, address, specific purchases behavior.|
|Selling a product whose benefits do not include distribution to the customer’s door.||Selling a product whose value added lies in distribution to customer’s door.|
|Time of purchase and amount of purchase in a particular time period is more important.|
|Medium itself is the market place. It gives comprehensive information to buy the product.|
|Product is controlled all the way through delivery.|
|Enquiry generating advertising or order generation advertising is DM (Direct Response ads).|
There is a rapid movement towards database marketing where we are targeting the smallest consumer segment- the individual. Database marketing goes by different names – relationship marketing or one-to-one marketing. But it all amounts to keep an individual customer in focus by collecting mountains of information about him and using the same to design a marketing message.
There is a shift from mass market (that vast, undifferentiated body of consumers who received identical messages for mass –produced products) to market segmentation (dividing consumers into homogenous groups with common demographic / psycho graphic characteristics) to still smaller niche marketing, aiming for the smallest consumer segment of all – the individual.