Consumerism As The Focus Marketing Strategy

1157 Words 5 Pages
Consumerism as the Focus Historically, advertising has been used in selling goods for over 200 years. The rapid growth of advertising in our world today casts a shadow on the early processes that occurred before digital media was relevant. Unknown to most are the principles that go into the structuring and success of advertising. Advertising began it’s massive, upwards trajectory in tandem with “the enormous development of manufacturing” (Tipper, 1920, p. 3). With manufacturing soaring, and the creating of goods being at all time highs, businesses desired stability so that they could thrive and always have positive returns backing their capital investments. This pressure forced businesses to also desire control of their sales, specifically …show more content…
This entailed that not only the messages were targeted, but the medium was as well. The most common way of carrying out this principle is the STP strategy: “segmentation, targeting, and positioning “(Lynn, 2011, para. 1). The STP strategy “suggests that the mass market consists of some number of relatively homogeneous groups, each with distinct needs and desires” (Lynn, 2011, para. 2). Upper-class, teenage boys are an example of a group that could potentially weight benefit to marketers because of their ability to be reached and communicated to within means that are specific and efficient. The use of STP “is based on the premise that those who are targeted have a pronounced affinity for the product or brand” (Meyers, 2015, para. 2). Without STP, advertising would be a far less efficient method of sustaining business. Segmentation is the process in which the business understands why consumers purchase products and services that are similar, and which of those consumers can best be satisfied (Meyers, 2015, para. 1-4). Common segments are based off demographics, pyschographics, and behavioral attributes of the …show more content…
Its success is similar to all digital media and is directly related because of the rise in digital advertising mediums. The web, an endless opportunity in and of itself, provides a land for billions and billions of created content. This content, with the help of the new technology we are graced with today, is available at every location an individual will venture. Consumers are willing, more often, to establish and share personal information. One of these new technologies that is increasing advertising effectiveness and efficiency is social media. Diaz Nesamoney (2015) explains that “social media has accelerated this trend [sharing information], and people now share online anything and everything,” (p. 2) thus giving advertisers a greater understanding of the consumers themselves. Knowing the consumer is extremely important when an advertiser is sculpting their message. Nowadays “the battle to create engagement from users clearly cannot be fought with creativity alone” (Nesamoney, 2015, p. 9). In order to create a connection and engagement, content must be “relevant to the user”, and marketed “to the user in a very personalized way” (Nesamoney, 2015, p. 9). With digital media there are no boundaries to using data that consumers

Related Documents