One of the problems with a mass marketing approach to communications is that they assume that prospects can be made to believe, through advertising repetition of the same message, what offerings can mean to them. It’s a variation of positioning and in the mass economy, when firms could control how offerings were portrayed, it may have worked.
But consumers have been misled, lied to, abused, manipulated, let down and so on. As a result, they no longer believe what most companies say, no matter how many times they say it.
Today, other customers define brands and their opinions and experiences will determine if consumers try a brand. Once they do, it is up to the company to know and understand those consumers and communicate with them with content that resonates with them to keep them.
Failure to do so will determine the success of the brand and not repeating the same message to anyone and everyone.