What Is Micromarketing? Find out more in this article.

DSM Digital School of Marketing - micromarketing

Micromarketing is a strategy which is used in order to target a small segment of consumers who have with particular needs for products in the market. In micromarketing, all advertising efforts are heavily focused on a small group of extremely targeted consumers.  A business should take on  the responsibility of carefully defining the target group by its unique characteristics. The company should then tailor its marketing campaign towards the small group already defined.

Micromarketing is growing to become the most powerful tool that all businesses, of all sizes can use in order to capture customers matched to their products and eventually turn these customers into loyal and repeat clients to the business.

What Is The Difference Between Micromarketing And Mass Marketing?

Micromarketing is different from a mass marketing approach in that instead of high volume which results in high customer turnover, it provides a deep level of satisfaction to a smaller, ideally matched customer base.

Micromarketing involves spending more per target consumer and can be more expensive due to customisation and inability to scale up in size. Micromarketing is a strategy where the focus is to generate profit back to the business via customer satisfaction.

It, therefore, needs a properly controlled strategy – over the variables – in order to optimise its objectives. The main point is that once of your business knows how to satisfy the target group, generating profit for the business should not be a difficult thing to do.

What Are The Four Main Aspects Of Micromarketing?

Micromarketing includes four main aspects. These are:

  • Product,
  • Placement,
  • Promotion, as well as
  • Prices

Putting together a marketing strategy requires that you understand your customers through the process of identifying facts about them. The price of the product that you wish to set should fit within their spending habits, their income as well as lifestyle.

Your products must be in an appropriate distribution channel for easy accessibility by the consumer. Promotion is a feature which involves a mix of advertising and sales strategy that attempt to get the word out about the product. Promotion seeks to inform, remind as well as persuade buyers about the product that is on offer.

What Research Is Done In Micromarketing?

The research which is done in micromarketing goes beyond demographics. It takes a deeper look into lifestyles, spending habits, attributes as well as attitudes of the target group. The research makes use of three forms of data categories. These include standard data, demographics as well as residence type.

  • The standard data concerns gender, locale, education, occupation in addition to marital status.
  • Residential type data is preoccupied with lifestyle and spending habits, reading materials, travel in addition to hobbies and dining habit.

A company will use the data to match against a particular set of product attributes. The data will help the business in order to identify their exact market group or rather the customer who they are targeting for their products and or services. It should then tailor its marketing campaign according to the small group which has already been defined.

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