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Micromarketing

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Micromarketing is the personalization of sales actions by a thorough knowledge of the interests and habits of the individual consumer.

This is how micromarketing is defined, a practice that tends to be generalized to reach a more specific type of audience. Under this strategy, the target audience is considered as a sum of microsegments, of unique, but large, market niches. With more precise promotions and actions. Other criteria could be specific interests, age, sex, common activities or geolocation.

Segmented marketing achieves the best results for companies if costs are under control. With micromarketing, advertising efforts focus on a small group of very specific consumers who share similar needs.

Why does micromarketing arise?

This marketing approach arises from the need to differentiate types of consumers, since in the past traditional marketing basically consisted of a group or mass consumer approach.

To carry out micromarketing it's necessary to gather information on the discriminant characteristics of the consumers of a particular product. The emergence of modern computer systems has made it possible to mount or execute this type of marketing.

The consumer of today differs from the consumer of the past. People no longer buy solely out of necessity; but also by simple desires, tastes and even whims. So consumers have been differentiated by their tastes and preferences.

Why apply micromarketing?

Among the main arguments to apply micromarketing are:

- Being able to offer segmented and personalized advertising, the investment costs are lower.
- It allows to channel all sales efforts to a very specific niche, so it reduces dispersion.
- It gives a more personalized treatment to the client, so that he will be more grateful and tending towards the purchase.
- The direct sale allows a direct contact with the client, who doesn't speak with a network of intermediaries or with third parties.
- The company receives a lot of data through store bar readers, loyalty cards, surveys..., which allow it to offer products to suit the consumer.

Actions contemplated by micromarketing

Among the actions carried out by the micromarketing we could highlight:

- With Facebook Ads you can create ads that specifically target a very specific audience. Since filters can be established with parameters such as gender, age, place of residence, interests...
- The cookies that are installed on your computer equipment when the user visits a web page become faithful allies for your micromarketing strategy. Since they are files created by advertisers that contain small amounts of data that allow them to know their tastes.
- With retargeting, the ads of the same advertising network (related) appear again and again on the websites that the user has visited, even if the purchase hasn't materialized.

Micromarketing is an important tool for companies. In competitive markets, specializing is the key that makes the difference.

Mass marketing has disadvantages. Meanwhile, micromarketing gives the option to approach the individualized consumer, to know him, and to investigate his surroundings. Sometimes small ideas can have a big impact if they are implemented properly.

Micromarketing example

Imagine a company that produces bicycles. This could be segmenting the market by applying certain filters. Allowing you to reduce a group of potential consumers in small segments.

In its first approach, for example, it separates mountain bikers and road cyclists. This segmentation in turn divides it into three categories. Which will be: beginner, amateur and professional. You can also segment by sex: women and men.

In this way the company better controls the demand of each of the categories. If you want to make a promotion focused on women amateur road cyclists, you could only direct it to consumers who fall into this category and not all cyclists in general.


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