What is Micro Marketing? Definitions

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sharia Mojumder, Student (University), Bangladesh
🔥NEW Micro marketing is the practice of tailoring a product or marketing program to suit the taste of 1 particular individual customer or local customer group. Types of micro marketing: - Local marketing: tailoring a brand or promotion to some a local customer group. - Individual marketing: tailoring a product or program to individual customer. (...) Read more? Sign up for free

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  Jaap de Jonge, Editor, Netherlands

Micromarketing or Hyper Segmentation

Micromarketing (MM) is also called "Hyper Segmentation".
MM is the marketing approach in which marketing and/or advertising efforts are being focused on a small group of tightly targeted consumers. This could be a local group (but does not have to be). Example of micromarketing are initiatives based on commitment by a customer group to some product class, or on their readiness to purchase a particular brand.
In the MM approach the company defines really small market segments (hence hyper segmentation), and tailors offers or campaigns for that tiny segment.
MM used to be expensive, due to required customization and difficulties attaining scale economies, but advancements in (internet) technology have enabled more frequent usage of it.
In its most extreme form MM indeed targets only 1 single customer (mass customization).


Micromarketing and Technology

Micromarketing (hyper segmentation) relies heavily (...)

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