What Is Target Marketing vs. Mass Marketing? (With Tips)

By Indeed Editorial Team

Published July 24, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Marketing professionals often use several strategies to attract new customers to a company and increase awareness of a brand. Mass marketing and target marketing are two useful options for finding potential customers in large audiences or smaller, specific groups. Learning more about the advantages of target marketing vs. mass marketing can help you choose the most effective strategy for achieving your marketing goals. In this article, we define target marketing vs. mass marketing, explore their benefits, and review examples of each method.

What is target marketing vs. mass marketing?

Examining the differences between target marketing and mass marketing can help you understand which tactic is most likely to increase your sales. Here are their definitions:

Target marketing

Target marketing is a marketing approach that allows a company to engage with certain groups of individuals who are interested in the product. A target market is the subset of customers who are most likely to desire or want a company's goods or services. This population is a subset of the company's entire market. It's a list of traits in the potential clients that a company expects to enjoy its goods or services.

For a business-to-consumer (B2C) company, the target market might be a kind of person, while business-to-business (B2B) organizations focus on marketing to other companies. The target audience is distinct from the target market. This refers to the set of people a company expects to buy its goods, which may or may not overlap with its target market. For instance, the target market for a children's toy may be children between the ages of 11–13 and the target audience may be the children's parents. It's also the customer category most susceptible to being influenced by an advertising campaign.

Related: What Is a Target Market? (With Benefits and Ideas for Use)

Mass marketing

Mass marketing is the promotion of a company's goods or services to a large audience, as opposed to a specific group. This marketing technique seeks to reach as many customers as possible. Instead of developing several marketing efforts depending on demographic variations, mass marketing delivers a single message to an entire market.

Many large corporations use mass marketing to offer items and services that are used by vast numbers of people, such as toothpaste, laundry detergent, computers, and vehicles. Because many consumers may already be shopping for these goods, companies use mass marketing to increase product visibility and sales. The following are typical components of mass-marketed products:

  • Product development: Product development often involves mass marketing for items that appeal to many prospective buyers.

  • Price: Many organizations strive to offer their goods at reasonable rates to attract clients to purchase them, enhancing their competitiveness in the marketplace.

  • Promotion: Mass marketing may use traditional media such as radio, television, and newspapers to sell items to a large audience. Digital marketing, such as e-mail marketing and social media, may also assist businesses in expanding their consumer base.

  • Accessibility: Customers often have several alternatives for purchasing mass-marketed items or services, including brick-and-mortar storefronts and internet retailers. These alternatives make items accessible to a range of consumers.

Related: Mass Marketing (With Characteristics and Advantages)

Benefits of target marketing and mass marketing

Here are the benefits of both marketing strategies:

Target marketing

Target marketing helps in managing your current clients and increasing leads. There are numerous benefits of target marketing, including:

Engaging a certain audience directly

Addressing a target audience directly with marketing content increases its impact. Businesses with diverse clientele often encounter marketing issues when using direct-to-consumer marketing initiatives. For instance, you may find it difficult to address a large gathering of individuals and encourage them to purchase from the brand. You can separate bigger groups so that you may communicate with individuals who are interested in your goods or services.

Because every individual may have a distinct perception of the brand, anecdotes and slogans may connect differently with each person. Target marketing allows you to better understand each customer's demands and build a marketing strategy aimed at a particular audience, enabling you to satisfy their expectations.

Attracting high-quality leads

When you speak directly to your intended audience, you may entice prospective clients to your firm. Your targeted marketing strategy may reach the particular audience you desire to engage. When you contact the appropriate groups, you're more likely to get high-quality leads that have the potential to become clients. It's also important to keep your present clients while searching for new sales possibilities.

Related: How to Create a Target Market Strategy (And Its Importance)

Making a brand distinctive

When you avoid addressing everyone in the market and instead target a specialized audience, you differentiate yourself from rivals. Ensuring that a brand is well-marketed can allow more potential buyers to recognize it quickly. When clients remember the brand, they're more inclined to purchase from it, particularly after a pleasant interaction. A company can use its dominant market position to help its brand remain distinctive and well-known.

Mass marketing

The benefits of mass marketing include:


Mass marketing is a cost-effective strategy when used to promote items that customers consider essential. Personalized commercials are often more costly than large marketing initiatives. With mass marketing, businesses may forego contacting clients individually, saving resources. Instead, a company may transmit product information via several broadcasting outlets. Existing companies may use mass marketing tactics to offer their inexpensive products or services to consumers.

Large scope

Mass marketing efforts often target a larger audience than specialty marketing strategies. Mass marketing targets all customers in a market, while niche marketing targets a narrowly defined group of clients. When a business engages in mass marketing, it distributes its advertising through several media to reach a broad range of consumers.

Enhanced sales

Because mass marketing appeals to the entire market demographic, businesses using this method may see a significant volume of sales. Demand for a product may grow because of mass marketing efforts, particularly when conducted via an offer or promotion. Because mass marketing commercials often cost less than other forms of advertising, major businesses may increase their revenues by spending less on campaigns.

Related: What Does Targeting Mean in Marketing? (And How to Do It)

Brand awareness

Mass marketing may increase a company's brand recognition. Customers that observe a company's mass marketing campaign several times or in multiple locations may find it simpler to recognize the brand and goods. A strong brand image might prevent competition from other organizations that use mass marketing and sell comparable items.

Examples of target marketing and mass marketing

Here are the examples of these two strategies:

Target marketing examples

Here are some examples:

  • Basic demographics: Companies regularly define a market by features like age, marital status, educational experience, or occupation type. For example, a company may consider selling a software product to working professionals by developing a plan to attract more customers in this market using social media.

  • Geographic location: Companies may pick a target market depending on the location of clients because geographic target markets might exist domestically or in other locations. Companies that want to generate more international business may choose another country or entire continent as their target market.

  • Purchasing behaviours: Some organizations segment customers depending on their purchasing patterns to help generate sales. For example, a company might choose to target people who leave products in an online shopping basket for a length of time before buying them.

  • Values and beliefs: Besides other demographic information, businesses may define customers by their views about particular religious and cultural values. Companies may use this information to target certain segments of customers depending on what they value, such as increasing marketing efforts to individuals who support a given cause.

Related: What Is Mass Customization? (With Types and Benefits)

Mass marketing examples

Here are some examples of mass marketing:

  • Billboards: When driving on a route with significant traffic, you may spend more time looking at billboards. In this situation, mass-market companies want to advertise to all individuals travelling through this geographic area.

  • Print media ads: Before the internet made it easier to target particular readers and users with data, media outlets sent the same magazine or newspaper to everyone. Consequently, a business selling soap or toothpaste might achieve wide market penetration by purchasing a print advertisement, which can appeal to as many readers as possible.

  • Television ads: Mass media contributed to the development of mass marketing, and television advertisements are one of the most famous instances of this strategy. A detergent manufacturer might seek to reach the largest audience possible by airing commercials during a popular sports event or television program.

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