The best replacement for mass marketing is target marketing.

The best alternatives to mass marketing are rated as following:
★★★★★  target marketing
★★★★  niche marketing
★★★  one to one marketing
★★★  micro marketing
★★  relationship marketing
★★  segmentation
★★  direct marketing
★  differentiated marketing
★  segment marketing
  market segmentation
  individual marketing
  concentrated marketing
  targeted marketing
  one on one marketing

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Google Trends

Scale is based on the average worldwide traffic of mass marketing in all years. Click on graph for more.
mass marketing
target marketing
niche marketing