Is "Mass Marketing" Dead?

I am in the mindset to believe that mass marketing is becoming less and less significant and is on the road to meeting its demise. The idea of Mass marketing is for a company to get its message across to as many people as they can, and by doing this, they will filter out those who are not interested in their product, while still getting others who are interested to become customers, and then hopefully advocates. The only problem with this is that so many companies have used this approach throughout the years that many people are beginning to find ways to completely ignore these messages and ads all together.
In my opinion, technology is a huge factor in mass marketing being on its way “out the door”. With
I want a Samsung!” Another example is Nike, they created an app that gives users information about the shoes that players are wearing. They didn’t send this information out to anyone and everyone, but they subtly provided those with the slightest interest the information that they would need to become consumers.
Now more so than ever before, niche marketers are creating trends for marketing that mass marketers cannot keep up with. The future of mass marketing does not stand a chance because of the amazing job that has been done by niche marketers. They are seen as entertainers, educators, and friends rather than bothersome intruders. For the reasons above, I definitely feel that Mass Marketing is slowly on its way out. I think the focus now is not on catchy slogans, but on the solid cases that are presented for why consumers need certain products.
References:
Khandelwal, Payal. (2009) “ ‘Mass marketing works well, but the future is niche’: Contagious’ Nayar” Campaign India. Retrieved on April 26, 2013 from http://www.campaignindia.in.
Poland, Ashley. “How Facebook Ads Target Users” Business & Entrepreneurship. Retrieved on April 26, 2013 from http://yourbusiness.azcentral.com.
Smith, Craig.(2013) “How many people use the Top Social Media, Apps & Services” Retrieved on April 27, 2013 from http://expandedramblings.com.
Lakelin, Philip. (1999). "Mass Marketing the Internet."