You didn't talk in details about Mass Market, If I'm going into market like this should my marketing message be unified?

Hi Ahmed,

This will come down to your business model. Remember, if you tried to go mass market, you'll be competing with all major companies because they are going mass market.

To launch a site that competes with something like eHow, you'd probably have better success going a more niche based marketing approach.

It will always be more expensive to reach the mass market, and generally less effective. It would be more effective for you to run a marketing message targeted at gamers for your gaming content rather than a mass market.

It comes down to signal vs. noise. The more general your audience is, the more noise that audience is experiencing. As you get more niche, the amount of noise drops because your audience is receiving a more targeted message. Signal and noise are different for different people. For example, let's say your information site has tons of awesome information about gaming, If you ran a TV commercial targeting a mass market, you might have these types of people:

Grandparents - Your message will mostly be noise Parents - Your message will be mostly noise Couples without kids - Your message will be a mix of signal and noise. Single males in their 20s - Your message will probably be mostly signal. Teenage males - Your message will be mostly signal.

Your money was wasted on the first 2 groups. But if you ran an advertisement in IGN Gamer magazine, your message would be almost 100% signal.

If you have a general information site that covers multiple topics, it will be more convenient to go a mass messaging path, but it will be less effective. Your better bet is to go a nichey path and target various interests with customized messages.

For more information regarding this style of marketing, I highly encourage you to read http://sethgodin.com. I hope this helps :-)