{"id":27271,"date":"2021-02-16T09:56:03","date_gmt":"2021-02-16T13:56:03","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=27271"},"modified":"2021-02-22T21:18:52","modified_gmt":"2021-02-23T01:18:52","slug":"marketing-loop","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/marketing-loop\/","title":{"rendered":"Stop Sinking Money Into the Marketing Loop"},"content":{"rendered":"\n

What is the mass marketing loop? How could getting stuck in the marketing loop be the downfall of your company?<\/p>\n\n\n\n

Mass marketing requires mass spending. Many companies will spend the money they earn from mass marketing on advertising, creating a marketing loop.<\/p>\n\n\n\n

Keep reading to learn how to escape the marketing loop.<\/p>\n\n\n\n\n\n\n\n

The Mass Product and Mass Marketing Loop<\/strong><\/h2>\n\n\n\n

Mass marketing is used to push mass products; that is, products designed to appeal to everyone. However, mass products are boring. Companies trying to make products with broad appeal will take spicy foods and make them blander, sacrifice high quality in favor of low cost, and so forth. Mass products designed to appeal to everyone will not appeal to anyone.<\/strong><\/p>\n\n\n\n

Furthermore, mass marketing requires mass spending, hence why it’s a mass marketing loop. Companies can spend tens of millions\u2014if not hundreds of millions\u2014of dollars on a nationwide product rollout. Frontloading that kind of expense demands fast and impressive results, which boring products are unlikely to get. It also has two side effects:<\/p>\n\n\n\n

  1. You can\u2019t launch as many new products because of the huge cost associated with each one.<\/li>
  2. You have no time<\/a> to reach the majority of the population. You\u2019ll have given up or, worse, gone bankrupt by the time the majority of the population becomes interested in your product.<\/li><\/ol>\n\n\n\n

    Rather than spending all that money on advertising and creating a marketing loop, you\u2019re better off investing it into making something truly remarkable and letting the product speak for itself. <\/strong><\/p>\n\n\n\n

    Tide Detergent Case Study<\/h3>\n\n\n\n

    Consider Tide laundry detergent, made by Procter & Gamble. This is a product that\u2019s continually improved and marketed based on old wisdom. P&G invests millions of dollars every year into making their product better\u2014but not remarkable. Even with all the money they\u2019re sinking into R&D, at this point, it\u2019s not likely that they\u2019ll come up with something so innovative and exciting that it attracts a lot of new buyers. This strategy is most likely left over from a time when people had the time and energy to seek out the best laundry detergent on the market. Now, however, most people simply don\u2019t care. Their clothes get clean, and that\u2019s good enough.<\/p>\n\n\n\n

    It\u2019s not hard to see how Tide got locked into this marketing loop. In its early days, Tide was hugely successful, simply due to being a good product with good distribution and advertising. However, with the TV-industrial complex dying, ads are much less effective than they used to be. Right now, Tide\u2019s distribution is the only thing keeping it afloat\u2014Wal-Mart accounts for a full third of its sales, so if something happens to Wal-Mart or it stops carrying Tide detergent, the product is doomed no matter how much money goes into R&D. <\/p>\n\n\n\n

    This clearly is not a winning strategy. According to Purple Cow<\/em> logic, Procter & Gamble should cut their losses, stop sinking so much money into a dying product, and instead use that money for exciting new innovations<\/strong> in other markets. <\/p>\n","protected":false},"excerpt":{"rendered":"

    What is the mass marketing loop? How could getting stuck in the marketing loop be the downfall of your company? Mass marketing requires mass spending. Many companies will spend the money they earn from mass marketing on advertising, creating a marketing loop. Keep reading to learn how to escape the marketing loop.<\/p>\n","protected":false},"author":8,"featured_media":16561,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,103],"tags":[213],"class_list":["post-27271","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-sales","tag-purple-cow","","tg-column-two"],"yoast_head":"\nStop Sinking Money Into the Marketing Loop - Shortform Books<\/title>\n<meta name=\"description\" content=\"Many companies will spend the money they earn from mass marketing on advertising for other mass products, thus creating a marketing loop.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/marketing-loop\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Stop Sinking Money Into the Marketing Loop\" \/>\n<meta property=\"og:description\" content=\"Many companies will spend the money they earn from mass marketing on advertising for other mass products, thus creating a marketing loop.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/marketing-loop\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-02-16T13:56:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-02-23T01:18:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/10\/balancing-loop-thinking-in-systems-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hannah Aster\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hannah Aster\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/marketing-loop\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/marketing-loop\/\"},\"author\":{\"name\":\"Hannah Aster\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/f39f52830e4f7039a16e45d12354542f\"},\"headline\":\"Stop Sinking Money Into the Marketing Loop\",\"datePublished\":\"2021-02-16T13:56:03+00:00\",\"dateModified\":\"2021-02-23T01:18:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/marketing-loop\/\"},\"wordCount\":528,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/marketing-loop\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/10\/balancing-loop-thinking-in-systems-scaled.jpg\",\"keywords\":[\"Purple Cow\"],\"articleSection\":[\"Marketing\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/marketing-loop\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/marketing-loop\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/marketing-loop\/\",\"name\":\"Stop Sinking Money Into the Marketing Loop - 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